The international bestseller'now in a new edition
When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.'
The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time'at a fraction of the cost of traditional advertising.
The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR, you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard.
- Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managers
- Offers a wealth of compelling case studies and real-world examples
- Includes information on new platforms including Facebook Live and Snapchat
- Shows both small and large organizations how to best use Web-based communication
Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.
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 Advertising: A Money Pit of Wasted Resources One-Way Interruption Marketing Is Yesterday''s Message The Old Rules of Marketing Public Relations Used to Be Exclusively about the Media Public Relations and Third-Party Ink Yes, the Media Are Still Important Press Releases and the journalistic Black Hole The Old Rules of PR Learn to Ignore the Old Rules 2 The New Rules of Marketing and PR The Most Important Communication Revolution in Human History Open for Business The Long Tail of Marketing Tell Me Something I Don''t Know, Please Bricks-and-Mortar News The Long Tail of PR The New Rules of Marketing and PR The Convergence of Marketing and PR on the Web 3 Reaching Your Buyers Directly The Right Marketing in a Wired World Let the World Know about Your Expertise Develop Information Your Buyers Want to Consume Big Birge Plumbing Company Crows Business in a Competitive Market Buyer Personas: The Basics Think Like a Publisher Staying Connected with Members and the Community Know the Coals and Let Content Drive Action Real-Time Business at American Airlines Reaches Buyers Directly II Web-Based Communications to Reach Buyers Directly 4 Social Media and Your Targeted Audience What Is Social Media, Anyway? Social Media Is a Cocktail Party "Upgrade to Canada" Social Program Nabs Tourists from Other Countries Social Networking and Agility When Social Networking Doesn''t Work: The Cannabis Business in America The New Rules of job Search How to Find a New job via Social Media Social Networking Drives Adagio Teas'' Success 5 Blogs: Tapping Millions of Evangelists to Tell Your Story Why You Still Need A Blog In The Age Of Social Networking Blogs, Blogging, and Bloggers A Blog (or Not a Blog) California Lawyer Blogs to Build Authority and Drive More Business Understanding Blogs in the World of the Web The Four Uses of Blogs for Marketing and PR Monitor Blogs--Your Organization''s Reputation Depends on It Comment on Blogs to Get Your Viewpoint Out There Bloggers Love Interesting Experiences How to Reach Bloggers around the World Do You Allow Employees to Send Email? How about Letting Them Blog? Not Another Junky Blog Get Started Today 6 Audio and Video Drive Action Improv with the CIO What University Should I Attend? Building a Business One YouTube Video at a Time Have Fun with Your Videos Audio Content Delivery through Podcasting Hack the Entrepreneur Podcast Delivers New Customers for Host''s Business Grammar Girl Podcast 7 Going Viral: The Web Helps Audiences Catch the Fever Minty-Fresh Explosive Marketing Monitoring the Blogosphere for Viral Eruptions Creating a World Wide Rave Rules of the Rave Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download Using Creative Commons to Facilitate Mashups and Spread Your Ideas Viral Buzz for Fun and Profit The Virgin Mary Grilled Cheese Sandwich and jerry Garcia''s Toilet Clip This Coupon for$1 Million Off Fort Myers, Florida, Home When You Have Explosive News, Make It Go Viral 8 The Content-Rich Website Political Advocacy on the Web Content: The Focus of Successful Websites Reaching a Global Marketplace Make Your Site Mobile Friendly Putting It All Together with Content Great Websites: More Art Than Science 9 Marketing and PR in Real Time Real-Time Marketing and PR John Green Thumps Tom Cruise Develop Your Real- Time Mind-Set Real-Time Blog Post Drives $ 1 Million in New Business The Time Is Now Snapchat for Business Crowdsourced Support III Action Plan for Harnessing the Power of the New Rules 10 You Are What You Publish: Building Your Marketing and PR Plan What Are Your Organization''s Goals? Buyer Personas and Your Organization The Buyer Persona Profile How Beko Develops Products Global Consumers Are Eager to Buy Reaching Senior Executives The Importance of Buyer Personas in Web Marketing In Your Buyers''Own Words What Do You Want Your Buyers to Believe? Developing Content to Reach Buyers Marketing Strategy Planning Template The New Rules of Measurement Asking Your Buyer for a Date Measuring the Power of Free What You Should Measure Stop Thinking of Content Creation as a Marketing Expense In 2016, the Best Marketer Was Elected President Stick to Your Plan