Karen Paiyo

The New Rules of Marketing and PR shows you how to leverage the potential that web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. This book provides a step-by-step action plan for harnessing the power of the new rules that illustrate how to identify audiences, create compelling messages and get those messages into the hands of buyers via the web. Includes powerful examples of web marketing, using the new rules in action, so that students can learn how to effectively market to their audience. Shows how you can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign.

About the Author: David M. Scott

David Meerman Scott is an award-winning marketing strategist, best-selling author, conference speaker, and seminar leader.


Table of Contents


Introduction

Part I: How the Web Has Changed the Rules of Marketing and PR.

1. The Old Rules of Marketing and PR Are Ineffective in an Online World.

2. The New Rules of Marketing and PR.

3. Reaching Your Buyers Directly.


Part II: Web-Based Communications to Reach Buyers Directly.

4. Blogs: Tapping Millions of Evangelists to Tell Your Story.

5. The New Rules of News Releases.

6. Audio Content Delivery through Podcasting.

7. Forums, Wikis, and Your Targeted Audience.

8. Going Viral: The Web Helps Audiences Catch the Fever.

9.The Content-Rich Web Site.


Part III: Action Plan for Harnessing the Power of the New Rules.

10. You Are What You Publish: Building Your Marketing and PR Plan.

11. Online Thought Leadership to Brand Your Organization as a Trusted Resource.

12. How to Write for Your Buyers.

13. How Web Content Influences the Buying Process.

14. How to Use News Releases to Reach Buyers Directly.

15. The Online Media Room: Your Front Door for Much More Than the Media.

16. The New Rules for Reaching the Media.

17. Blogging to Reach Your Buyers.

18. Podcasting and Video Made, Well, as Easy as Possible.

19. Social Networking Sites and Marketing.

20. Search Engine Marketing.

21. Make It Happen.

Acknowledgments.

Index.

About the Author.

Preview: World Wide Rave.