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Any professional knows that in order to keep up with changes in their field, they need to be open to new ideas and new ways of doing things.  Reading books by other professionals in the field is an easy way to stay on top of changes and learn from others. One book that should be required reading for all PR and marketing professionals is The New Rules of Marketing & PR by David Meerman Scott.

Here are a few of our favorite takeaways:

The Old Rules:

• PR was only about speaking through the media
• Marketing was one-way broadcast advertising

Under the old rules, companies relied on one-way communication through expensive advertising or media placements secured via a PR firm. Companies spoke and consumers (sometimes) listened, but had no way of engaging directly with the company.

Those days are over.

The New Rules:

• On the web, the lines between marketing and PR have blurred
• The Internet has made public relations public again
• Companies must drive people into the purchasing process with great online content

The Internet has transformed how companies communicate with consumers. Now, two-way web-based communication is key as consumers become part of the conversation with, and about, companies and their products and services.

So, how do you make the most of the new rules of marketing and PR?

Tip #1: Engage with Social Media

• The Internet is a massive focus group
• Active participation can pay off exponentially

Under the new rules, social media allows companies to engage directly with consumers and monitor their opinions. Companies should determine which social media tools are appropriate for their business and target audience, and offer content that consumers can respond to and share.

Tip #2: Realize that Content is King

• Know your goals and let your content drive action
• Add videos and other interactive content
• Keep content updated

Consumers feed off of content, both written and visual, and visitors need to be engaged to stay on your site. Provide online content that consumers can easily access and update it regularly so that consumers will return to see what’s new. However, don’t provide content just for the sake of it – know what your goals are and provide content that aligns with those.

Tip #3: Use New Rules for Reaching the Media

• Pitch bloggers
• Don’t tell journalists what your product does – tell them how you solve consumer problems
• Target one reporter at a time

The media is no longer relegated to print. Savvy PR professionals will establish relationships with bloggers and online journalists, as well as print and broadcast journalists. More importantly, journalists today don’t want to know what your product is and how it works – they want to know how it solves consumer problems. Under the new rules, the wants and needs of consumers should drive all action.

Tip #4: Use New Rules for News Releases

• Find good reasons to send releases all the time
• Include keyword-rich language
• Create releases that appeal to consumers

Today, marketing and PR professionals should use news releases to reach buyers directly – our primary audience should no longer be solely journalists. Sending quick news releases on a regular basis provides content for your website and keeps your company in the thoughts of the media and consumers, while also aiding with SEO. As David states, millions of people read news release directly, unfiltered by he media, so speak directly to the masses, driving consumers into the sales process.

Easy to understand with a number of case studies as examples, The New Rules of Marketing & PR is a must read!

Sarah Weddle / Lisa Graham
Zer0 to 5ive Strategists
Twitter: @SarahWeddle and @LisaMargetich