It’s time for an “extreme makeover” of your current thinking about what makes a great marketing and public relations strategy. The traditional methods of marketing and PR are quickly becoming ineffective; if you don’t know what I mean, you soon will.
In his new book, “The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly”, David Meerman Scott bring us up-to-date on how to get your message out to your target market using Web 2.0 technology. Actually, his book is less about technology and is more about meeting your customer where they live and work and play on the internet.
The old days of blasting the customer with repeated press releases through the business wires and relying solely on the relationships offered by PR Agencies has given way to communicating directly with the customer about what really matters to them. This blog is a good example of what Scott calls the “new rules”. A blog, if properly done, focuses its energies on the needs, problems, and issues of the customer rather than that of the blogger. Thus, the whole orientation of marketing and PR has changed.
Don’t get me wrong, PR agencies do a great service. As a third party, PR firms can be very effective in helping the entrepreneur craft the right message to take to the market; this is hard work and most entrepreneurs are lousy at this. Additionally, a PR firm can save the entrepreneur time by getting the message to the gurus, the press, and the analysts. But, relying on the PR agency to be the brute force of your marketing plan is flat out wrong.
Customers have increasingly grown cynical of traditional PR and all the spin that comes with it. Instead, customers respond to authentic messages about their problems. And, they rely heavily on the advice and experience of other customers who share these same problems. This is why wikis and forums have taken the web by storm. Blogs, too.
Remember, it is all about them (i.e the customer) and not about you. David Meerman Scott gets it. Read his book now.
John Bradley Jackson
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