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The New Rules of PR e-Book Passes 50,000 Download Milestone
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Added: 02/23/2006
Type: Summary
Viewed: 493 time(s)
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The New Rules of PR e-Book Passes 50,000 Download Milestone
In just five short weeks since its online release, the complimentary e-book The new rules of PR: How to create a press release strategy for reaching buyers directly has been downloaded more than 50,000 times according to author David Meerman Scott. The e-book has a simple message: The Web has changed the rules for press releases. The thing is, most old-line PR professionals just don’t know it yet. But if you want to reach buyers directly, you need to understand the new rules.
“I’m amazed at the reaction The New Rules of PR has received,” Scott says. “Since I first released it on my WebInkNow blog, over 50 bloggers have written about it, with both praise and some negativity too, helping to alert even more people. It has become true viral marketing fodder.”
According to Scott, 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. Today, savvy marketing professionals use press releases to reach buyers directly. While many marketing and PR people understand that press releases sent over the wires appear in near real-time on services like Google News, very few understand the implications for how they must dramatically alter their press release strategy in order to maximize the effectiveness of the press release as a direct consumer-communication channel.
“The media has been disintermediated,” Scott says. “The Web has changed the rules. Buyers read your press releases directly and you need to be talking their language. It is time to step it up and consider the promise Web 2.0 public relations holds.”
Scott adds that this is not to suggest that media relations are no longer important; mainstream media and the trade press must be part of an overall communications strategy. In some businesses, mainstream media and the trade press remain critically important and, of course, the media still derives some of its content from press releases.
David Meerman Scott is a PR 2.0 evangelist and an expert in marketing using Web Content. He is writer, consultant, contributing editor at EContent Magazine, contributing writer at Product Marketing Magazine, conference speaker and seminar leader. Scott’s latest book Cashing In With Content: How innovative marketers use digital information to turn browsers into buyers is a riff on using Web content to drive revenue and other action from Web site visitors. Scott is also an instructor for Pragmatic Marketing’s Effective Marketing Programs™ seminar. |
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