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

Author:Scott, David Meerman [Scott, David Meerman]
Language: eng
Format: mobi
ISBN: 9780470606643
Publisher: Wiley
Published: 2009-12-30T16:00:00+00:00

Stick to Your Plan

If you’ve read this far, thank you. If you’ve developed a marketing and PR plan that uses the New Rules of Marketing and PR and you’re ready to execute, great! The next 10 chapters will give you more specific advice about implementing your plan.

But now I must warn you: Many people who adhere to the old rules will fight you on this strategy. If you are a marketing professional who wants to reach your buyers directly, you will likely encounter resistance from corporate communications people. PR folks will get resistance from their agencies. They’ll say the old rules are still in play. They’ll say you have to focus on “the four Ps.” They’ll say you need to talk only about your products. They’ll say that using the media is the only way to tell your story and that you can use press releases only to reach journalists, not your buyers directly. They’ll say that bloggers are geeks in pajamas who don’t matter.

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