I’m reading a very interesting book entitled “The new rules of marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly“:
I’m still reading it but its central idea is so simple and powerful that I wanted to share it here prior to finishing the book.
In the book, marketing is defined as the act of telling the world about your product, service, idea, art, belief, etc. to potential customers, volunteers, voters, followers, fans, etc. And public relations (PR) is the act of making the media talk about you and what you want to tell the world.
Marketing is usually done primarily thorough advertisement in TV, newspaper, magazines and any other available media. PR is usually done sending press releases to journalists expecting to see a note in mainstream media.
People want to get more informed prior to any commitment to a purchase or an engagement with a cause or pursuing a new hobby or… People now have access to the internet and can search information. We normally buy or engage with who give us good information. Even journalists don’t wait for new information to come to them, they go after the information on the web the same way potential customers do, searching the web. And the journalism itself changed, since there’s much more than just the mainstream media as possible source of news and opinions.
And here are the new rules of marketing and PR as described in the book: