The New Rules Of PR
Here’s an ebook I stumbled across while doing some searching for another project:
The New Rules Of PR
How to create a press release strategy for reaching buyers directly
David Meerman Scott
The ebook has some good information about press release marketing in today’s internet (the Web 2.0 World).
The Web has changed the rules for press releases. The thing is, most old-line PR professionals just don’t know it yet.
Because the rules for relating to the public have changed so slowly over the past ten years (since the Web has allowed people to read press releases directly), practitioners who learned based on the old rules have been equally slow to change. In fact, most old-school experts have refused to change altogether. It is time to step it up and consider the promise Web 2.0 public relations holds.
Who knows if Google will kick Press Release marketing in the pants too, but if you have a site worth talking about distributing press releases is a valid marketing method. You can reach your buyers directly and can help kick a site into high gear.
Help yourself to a free copy of the ebook (pdf): The New Rules Of PR
More reading:
David Meerman Scott’s Squidoo Lens
WebInkNow – David’s blog
Randall Wilson:
February 13th, 2006 at 11:28 pm
Public relations as an industry is changing a lot faster than the people who created the industry. It is no longer about creating relationships with print publishers to get a press release and story into the paper or periodical. Now it is about full scale distribution of news and data both through traditional off-line resources as well as new online resources. Few PR professionals are equipped to address the latter.
In addition, many small businesses can now take advantage of tools such as PRWeb to leverage the press release component of PR themselves. This further convolutes the need for PR professionals.
-Randy
ETA: Sorry Randy, no sig links please – Terry