"The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style." -Jay Conrad Levinson, The Father of Guerrilla Marketing and Author, Guerrilla Marketingseries of books "The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization." -Mark Levy, Co-author of How to Persuade People Who Don't Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm "The history of marketing communications - about 60 years or so - has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force." -Roy Young, Chief Revenue Officer, MarketingProfs.com and co-author Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence and Business Impact "I've relied on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal clear, and practical guide toward a new (and better) future for the profession." -Stephen Quigley, Boston University "David Meerman Scott not only offers good descriptions of digital tools available for public relations professionals but also explains strategy, especially the importance of thinking about PR from publics' perspectives, and provides lots of helpful examples. My students loved this book." -Karen Miller Russell, Associate Professor, Grady College of Journalism and Mass Communication, University of Georgia.

DAVID MEERMAN SCOTT is an award-winning marketing strategist, conference speaker, and seminar leader. He is the author of World Wide Rave and the editor of The New Rules of Social Media series, also from Wiley.

Foreword Robert Scoble. Welcome to the Second Edition of the New Rules. Second Edition. Introduction. The New Rules. Trying to Write Like a Blog, But in a Book. Showcasing Innovative Marketers. I How the Web Has Changed the Rules of Marketing and PR. 1 The Old Rules of Marketing and PR Are Ineffective in an Online World. 2 The New Rules of Marketing and PR. 3 Reaching Your Buyers Directly. II Web-Based Communications to Reach Buyers Directly. 4 Social Media and Your Targeted Audience. 5 Blogs: Tapping Millions of Evangelists to Tell Your Story. 6 Audio and Video Drive Action. 7 The New Rules of News Releases. 8 Going Viral: The Web Helps Audiences Catch the Fever. 9 The Content-Rich Web Site 107. III Action Plan for Harnessing the Power of the New Rules. 10 You Are What You Publish: Building Your Marketing and PR Plan. 11 Online Thought Leadership to Brand Your Organization as a Trusted Resource. 12 How to Write for Your Buyers. 13 How Web Content Influences the Buying Process. 14 Social Networking and Marketing. 15 Blogging to Reach Your Buyers. 16 Video and Podcasting Made, Well, as Easy as Possible. 17 How to Use News Releases to Reach Buyers Directly. 18 The Online Media Room: Your Front Door for Much More Than the Media. 19 The New Rules for Reaching the Media. 20 Search Engine Marketing. 21 Make It Happen. Acknowledgments. Index. About the Author. Preview: World Wide Rave. Preview: The New Rules of Social Media book series.