The New Rules of Marketing and PR. Scott David Meerman

organization so we can learn directly from them. Following are chapters on specific areas of online content (such as blogging, online video, and social networking) and then more detailed how-to chapters. But before we move on, let me explicitly state the new rules of marketing and PR that we'll discuss throughout the rest of the book:

      • Marketing is more than just advertising.

      • PR is for more than just a mainstream media audience.

      • You are what you publish.

      • People want authenticity, not spin.

      • People want participation, not propaganda.

      • Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it.

      • Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the web.

      • PR is not about your boss seeing your company on TV. It's about your buyers seeing your company on the web.

      • Marketing is not about your agency winning awards. It's about your organization winning business.

      • The Internet has made public relations public again, after years of almost exclusive focus on media.