Review of: The New Rules of Marketing & PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly by David Meerman Scott

Pick a subject—any subject—and chances are you will find at least 107 “How-To” books that mostly reiterate the same tried and true methods that practitioners of said subject have been, well, practicing for years.

That’s fine, so long as the subject is as rudimentary as recaulking a bathtub or changing a tire. But when it comes to a topic as vast and potentially vague as public relations, it’s a safe bet that most tomes written for non-professionals will present a general overview on media relations (which is in fact only a small part of the picture), followed by tips on producing press releases, contacting and maintaining relationships with the press and other relevant, yet well-worn tools of the trade.

This is what makes The New Rules of Marketing & PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly (John Wiley & Sons, Inc., 2007) such a refreshingly different and vital volume for anybody who needs to influence a target market. In particular, manufacturers, dealers and installers who cater to consumers who, though perceived to have deep pockets, are weighing the pros and cons of investing in high performance multi-room entertainment systems, will find The New Rules… to be an invaluable guidebook, whether going it alone or working with a boutique PR agency.

Author David Meerman Scott glosses over the traditional methods while reminding his readers that press releases and the like are still necessary when working to communicate a message. But whereas traditionalists may focus exclusively on the ways and means of gaining credibility through the press, Scott is of the mindset that niche buyers are more likely to be swayed by focused messages that are delivered with laser-like precision through the ever-evolving “new media” venues that seem to become more prevalent every day.

Scott, whose resume includes such high-profile and influential stints as Vice President of Marketing for NewsEdge Corporation, is a savvy, long-time marketing professional who, if his prose is to be taken at face value, has made a career out of breaking the rules at every possible turn. He is quick to back up his viewpoints with case histories that clearly illustrate how businesses of every size have the power to build their brands by speaking directly to their audiences, rather than simply relying on the media to tell their stories for them.

For example, early in The New Rules… we learn that during his late-90’s tenure with NewsEdge, Scott ignored the idea that press releases are written for the press, instead using releases as a tool to reach the market itself. Placements on then burgeoning online media outlets such as Yahoo! resulted in a multitude of genuine sales leads. It may not seem all that radical by today’s standards, but as someone who has been in the PR business for more than 20 years, I can attest to the fact that releases were once treated as proprietary documents that were intended for the media’s eyes only. The idea that these documents could be—should be—used to communicate directly with a consumer was tantamount to heresy.

The New Rules… is chock full of similar illustrations that highlight the benefits of the most direct and effective paths to building a brand. From podcasts to blogs, Wikipedia to content-rich web sites (as opposed to the two-dimensional cyber brochures that continue litter the web), Scott relentlessly hammers home the point of view that the rules for reaching a core constituency have not only changed, but are now simpler and more direct than ever thought imaginable. He even shows how press releases, though still a necessity, can be written to inspire rather than merely inform, while steering clear of meaningless jargon that only serves to confuse and alienate an audience. When it comes to communications, clarity and believability are the two most important traits of any effective PR effort, and they are fully evident in this essential book.

Adam Sohmer is the owner and president of Sohmer Associates, LLC, a public relations agency specializing in the consumer electronics, professional audio and high-technology sectors. www.sohmerassoc.com