—Roger C. Parker, Author of The Streetwise Guide to Relationship Marketing on the Internet and Design to Sell
“Once again we are at a critical inflection point on our society's evolutionary path, with individuals wresting away power and control from institutions and traditional gatekeepers who control the flow of knowledge and maintain the silo walls. As communications professionals, we have little time to figure out what has changed, why it changed, and what we should be doing about it. If you don't start doing things differently and start right now, you may as well start looking for your next career path. In a world where disruption is commonplace and new ways of communicating and collaborating are invented every day, what does it take for a hardworking, ethical communications professional to be successful? David Meerman Scott's book, The New Rules of Marketing & PR, is an insightful look at how the game is changing as we play it and some of the key tactics you need to succeed in the knowledge economy.”
—Chris Heuer, Co-Founder, Social Media Club
Also by David Meerman Scott
Fanocracy: Turning Fans into Customers and Customers into Fans (with Reiko Scott)
The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business
Marketing the Moon: The Selling of the Apollo Lunar Program (with Richard Jurek)
Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now
Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (with Brian Halligan)
Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage
World Wide Rave: Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories
Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs (with Craig Stull and Phil Myers)
Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers
Eyeball Wars: A Novel of Dot-Com Intrigue
The New Rules of Marketing & PR
How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly
Seventh Edition
David Meerman Scott
Cover design: Wiley
Cover Image: © Barsoom Design
Copyright © 2020 by David Meerman Scott. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:
Names: Scott, David Meerman, author.
Title: The new rules of marketing & PR : how to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly / David Meerman Scott.
Description: Seventh edition. | Hoboken, New Jersey : John Wiley & Sons, [2020] | Includes index.
Identifiers: LCCN 2019053589 (print) | LCCN 2019053590 (ebook) | ISBN 9781119651543 (paperback) | ISBN 9781119651611 (adobe pdf) | ISBN 9781119651604 (epub)
Subjects: LCSH: Internet marketing. | Internet in public relations.
Classification: LCC HF5415.1265 .S393 2020 (print) | LCC HF5415.1265 (ebook) | DDC 658.8/72—dc23
LC record available at https://lccn.loc.gov/2019053589
LC ebook record available at https://lccn.loc.gov/2019053590
For the Scott women
my mother, Carolyn J. Scott; my wife, Yukari Watanabe Scott; and my daughter, Allison C.R. Scott
CONTENTS
1 Cover
2 Praise for The New Rules of Marketing & PR
4 Introduction The New Rules Life with the New Rules What’s New Writing Like on a Blog, but in a Book