I have working in marketing for years and have even dabbled in new marketing, social media and the like. The New Rules of Marketing and PR just takes it to a whole new level where it just makes sense!

After reading I have an entirely new focus around our day to day activities as well as our overall marketing strategy. I keep it on my desk and am constantly referring to it or the thousands of notes I took while reading it.

HKM
Director of Marketing at a Software Start-up

David Meerman Scott gives an exceptional overview of how these very traditional disciplines are changing, but with excellent practical tips and advice as to how to embrace this change.

A must read for any PR or marketing professional.

The book is a an excellent introduction to the new e-PR and e-marketing techniques, and full of concrete methods on how to tackle these issues.
The only catch is that it is full of repetition: same advices and same examples repeated over and over again. I think is the repetitions are taken off, the book could be shrunk down to 100 pages

The New Rules of Marketing and PR. The subtitle is "How to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly."

That last bit about reaching customers directly is a key point about the difference between the old rules of PR and the new rules. Traditionally, PR agents wrote press releases in certain style, and sent them to journalists with the hope of some resulting press coverage. The author says "the Internet has made public relations public again." Customers can find your news releases on your web site, so you should write with that in mind. "In PR, it's not about clip books. It's about reaching our buyers."

The author recommends establishing a reputation of thought leadership in your industry. Too often organizations wag the dog by focusing on technology and design, but it is content that will get you traffic from search engines, and it is content that will help customers make buying decisions. Web sites, blogs, podcasts, wikis, etc. are simply delivery vehicles for the content.

Quality content is written clearly without gratuitous jargon and what the author calls "gobbledygook." (Or as one of my professors used to say, eschew obfuscation.)

Audience segmentation is not a new concept, but I liked the author's term "buyer personas" because it gives the various target groups more of a human face. Learn about each persona, and create separate content to address their specific needs.

The New Rules of Marketing and PR

The subtitle is "How to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly."

That last bit about reaching customers directly is a key point about the difference between the old rules of PR and the new rules. Traditionally, PR agents wrote press releases in certain style, and sent them to journalists with the hope of some resulting press coverage. The author says "the Internet has made public relations public again." Customers can find your news releases on your web site, so they should be written with that in mind. "In PR, it's not about clip books. It's about reaching our buyers."

The author recommends establishing a reputation of thought leadership in your industry. Too often organizations wag the dog by focusing on technology and design, but it is content that will get you traffic from search engines, and it is content that will help customers make buying decisions. Web sites, blogs, podcasts, wikis, etc. are simply delivery vehicles for the content.

Audience segmentation is not a new concept, but I liked the author's term "buyer personas" because it gives the various target groups more of a human face. Learn about each persona, and create separate content to address their specific needs. Quality content is written clearly without gratuitous jargon and "gobbledygook" -- or as one of my professors used to say, eschew obfuscation.

The New Rules of Marketing and PR

The subtitle is "How to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly."

That last bit about reaching customers directly is a key point about the difference between the old rules of PR and the new rules. Traditionally, PR agents wrote press releases in certain style, and sent them to journalists with the hope of some resulting press coverage. The author says "the Internet has made public relations public again." Customers can find your news releases on your web site, so they should be written with that in mind. "In PR, it's not about clip books. It's about reaching our buyers."

The author recommends establishing a reputation of thought leadership in your industry. Too often organizations wag the dog by focusing on technology and design, but it is content that will get you traffic from search engines, and it is content that will help customers make buying decisions. Web sites, blogs, podcasts, wikis, etc. are simply delivery vehicles for the content.

Audience segmentation is not a new concept, but I liked the author's term "buyer personas" because it gives the various target groups more of a human face. Learn about each persona, and create separate content to address their specific needs.

The New Rules of Marketing and PR will change the way you think about your marketing strategy. It is marketing and PR 3.0 for the 21st century.

For any business with a Web presence that is looking to take their PR to a new level, this book is a must-read.

This is an extraordinary book that belongs on the desk of every MBA grad in America. It gives you specific tips rather than just jargon and theories that you can put into practical use. It's caused me to rethink my whole marketing plans for my novels and has given me ideas of what I need to do to change my approach and become even more successful. (Jeff Rivera - Author of FOREVER MY LADY - Warner Books/Grand Central Publishing)

This book gives great details on new media. It was a great guide for quick references especially if you're looking for key words/summaries when describing new marking and pr opportunities in recommendation memos or presentations.

Traditional PR is dead, what is important is creating compelling online content that will both bring search engine traffic and inspire traditional media to cover you, your product, your service.

That is the basic premise of the The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly."

The underlying belief is that the ability to speak directly to your "publics," the people you want to reach, has dramatically changed the landscape. We've moved from a media-centric communication model to an online model. The process has changed from traditional media relations (working with reporters to get your story out, hoping that they will get the facts straight) to directly getting your story out on your website, blog, podcast or YouTube video.

And, perhaps more importantly, the model has changed from one-way controlled communication to a two-way conversation.

This model has definitely worked for the author, who has been writing a blog for years, and has been consistently covered by the media as a direct result of his writing.

Interestingly, both the "new" and "old" approaches require many of the same skills. The ability to listen to your market. To convey the news, craft a story, and write intelligently. To be creative, persistent and consistent.

In those ways, the "new" rules highly depend on some "old" (and unfortunately scarce) skills. This book reminds all PR and marketing people (myself included) of the importance of those skills, whether we are doing traditional or "new" marketing and PR.

I've read probably 10,000 plus pages about marketing on the net. From articles, blog posts, eBooks, white papers, news releases and throw in a ton of video and audio.

I consider this book the most comprehensive and insightful of the lot.

The book is very "production-oriented." What I mean by that is that every facet of marketing and PR that David Scott discusses is presented from the viewpoint of your presence on the net being PRODUCTIVE. Not pretty, not snazzy, not high tech...PRODUCTIVE.

If you're selling a product or service, he gives solid advice on how to increase revenues. If you're interested in recruiting volunteers for a cause, the advice fits to get ACTUAL RECRUITS. And so on for virtually any kind of activity on the net.

Having an orientation of this kind is refreshing.

In "the New Rules", David hits on this key point - to survive and grow as a company today, you must learn to create relevant content in new and compelling ways. There is an opportunity to communicate directly with customers now that the "middleman" of media is going away.

My copy is completely marked up, and I refer back to it religiously in regards to news release best practices, blogging and application stories. I strongly recommend.

The New Rules of Marketing and PR is an in-depth exploration of the principles and philosophies behind marketing. It begins by examining the "rules" of the past, and exploring the mindset that went into the ways in which marketing was handled and why, and contrasts them with the new "rules". The book then explores the various avenues open to today's marketers: blogs, press releases, podcasts, forums, wikis, viral campaigns, and content-rich websites of your own.

Although I must admit that I found Parts I and II of the book a bit dry to read, they do an excellent job of providing insight into the ideas behind marketing, delves into the differences between the old and new rules, and providing a general understanding of each of the marketing avenues listed above.

But for me Part III, "Action Plan for Harnessing the Power of the New Rules," is where the book comes alive for me. It's there that we transition from the passiveness of discussing philosophy into actually putting the New Rules to work for you. At first we learn how to build a marketing plan, and then we transition into creating the content for our marketing materials, the kind of content that will distinguish you from the rest and earn your potential buyers' respect and loyalty. From there we move on to each of the avenues previously mentioned, giving each a chapter of its own so that we learn how to utilize each of them to great effect, always keeping the customer's needs and wants at the forefront of our thinking.

I don't feel that The New Rules of Marketing and PR alone will teach you all that you need to know to be a successful marketer. One of the book's "flaws", such as it is, is that it has more of a corporate business-minded slant, making some of the ideals it presents not as accessible to those of us who run smaller businesses. Nor will it teach you all you need to know to write effective ad copy or press releases, although you will come away understanding the goals to strive for when writing them. But what the book does very well is introduce you to the world of marketing, and give you an understanding of the "old rules" as a foundation to teach you about the "new rules," and if you are a small business owner like myself with little to no knowledge of the ins and outs of marketing, it will provide you with the mindset necessary to become a better, more savvy marketer.

As a primer to begin your study of marketing, this is an excellent resource.

- Gregory Bernard Banks, author, reader, reviewer

There are dozens of books on social media and PR, but this book has the best of both worlds. This book seems geared toward larger companies, but as a small business owner, I found the information extremely useful. The author knows what he's talking about, and he provides you with dozens of examples, URLs, etc. There is so much information that when you're done reading it, you'll know about all avenues to promote yourself through social networking sites. I now visit the author's blog every couple weeks just to see what else he has to say. If you're going to buy one book on social media, try this one first. Then get your highlighter ready.

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasing, Viral Marketing and Online Media to Reach Buyers Directly contains some really good information for a small business or a business that is just starting. I ordered the book with hopes of finding a few tips that could help me launch a powerful website for my new business. It exceeded my expectations.

Due to some of the information in this book, I have changed the approach that I am taking for my site (currently being developed). I found the chapters about news releases and blogs particularly helpful. In addition, I enjoyed reading about David Meerman Scott's approach to a company's marketing plan.

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This entire book is about search engine marketing. That means delivering useful content at just at the precise moment that a buyer needs it. 'Organizations gain credibility and loyalty with buyers through content,' says David Meerman Scott. 'Smart marketers now think and act like publishers in order to create and deliver content targeted directly at their audience.'

Try to apply the old rules of advertising and media relations to the Web and you'll fail fail miserably, says Scott. That's because we're now in an environment governed by new rules. Marketers must shift their thinking from mainstream marketing to the masses, to a strategy of reaching vast numbers of underserved audiences via the Web. And the best way for PR people and marketers to communicate directly with their audiences is to learn and use new Web tools and techniques.

Part I of the book explains how the Web has changed the rules of marketing and PR. Part II introduces and details each of the various media including blogs, podcasts, and viral campaigns. Part III offers "how-to" information and an action plan for using the new rules in your company.

I am in the marketing communications field and specialize in online communication. I picked up this book because I currently have taken on a client who is unaccustomed to utilizing the tools of web 2.0 as a messaging channel and sound board. I wanted to hear some insight from not only marketers but organizations who have taken on the responsibility of this type of marketing communication. I wanted to understand the side of the uninformed organization so I could assist my new client stretch the boundaries of their traditional marketing/pr comfort zones.

The New Rules of Marketing and PR has proven to be just that sort of resource. The examples used by David Meerman Scott are to the point and simple. This was an easy read and the writing style is clear. All the recommendations make perfect sense and the anecdotes are filled with url references to take a closer look, if you desire. recommend for light reading.

Marie Daniels, Principal
www.CaelumMarketing.com

This has to be one of the best books on internet marketing. It covers all aspects, including the use of news releases, blogs, podcasting, social networks and RSS. I'm sure it's a book I will be referring to again and again, as it contains a tremendous amount of invaluable information. A large number of books on this topic have appeared on the market in recent years, but I feel this is one of the best. Scott doesn't pull any punches; he presents the material in an easy-to-read, straight forward way, and he doesn't hold back on insights and insider information. There's no doubt that the rules of marketing have changed with the introduction of the internet, and it's important for most people to understand the differences. And this is the book that tells you. It would be invaluable to authors, CEO's of both small and large businesses, anyone wanting to set up a website, and many others. Highly recommended.

This is a well-developed book with some new ideas that many will find interesting. It does go a bit more in-depth into blogging than some may prefer, but I found it helpful. I particularly enjoyed the section on "Second Life" - although it may not be appropriate for all (especially for those with limited time to spend on marketing and public relations) it is still very interesting. Overall a good book with good tips!

This book is a must read for anyone that has anything to do with websites, creating and publishing their own content. This book has served as a guide to educate and get collaboration from everyone in my firm about our current websites structure and model. The marketing concepts are common sense and easy to follow. With out a doubt one of the best books I have read.

This book about web marketing wasn't exactly what I was looking for, but it's still a good resource for those who are tired of the old ways of marketing and PR. The author says that the old ways no longer work. I believe he's right about that. When I see an ad on TV, I usually ignore it. Or when there's a commercial, I flip through the channels or get up and do something else. The new ways are focused on the web, and this is the book that'll teach how to do it.

The chapter about blogging alone is worth the price of the book. I had already learned about blogging from other online marketing books. So this information wasn't new to me. I know other people pay attention to blogs. I wrote a post about publishing and included a link to Dan Poynter's website (the Godfather of Self-publishing), and he himself posted a comment on it.

The author is especially right about viral videos. You never know if a video will go viral or not. But from what I've seen, viral videos are complete flukes. (Remember Numa Numa). Most viral videos are on YouTube. I know from experience that putting ads on YouTube results in negative ratings. Nobody goes to YouTube to be sold something; they're looking for entertainment.

Brandon Simpson

As with life so with blogging: it's about showing up.

Create a blog; fill it with solid, credible content; and make it accessible--and visitors will come. Consumers will come. The curious will come. Reporters, researchers, and writers will come. Be authentic, consistent, and persistent, and you will succeed as a blogger and as a merchant. You will sell your product--merchandise, an idea, a conversation, what have you--because they will come.

The same holds true if you create a podcast, website, or online video instead of or in addition to a blog.

All of this applies whether you are a businessperson, a non-profit organization, or an artist. The Web is replacing old school marketing via press releases, press conferences, press kits.... In fact, the press is largely out of the marketing picture nowadays.

Why? People turn to the Web for information about everything. Everthing. Cars. School. Real Estate. God. Making yourself highly visible in this electronic marketplace of merchandise and ideas is essential to success, no matter what your game is.

Such is the premise of David Meerman Scott's new book The New Rules of Marketing & PR.

Scott's first bit of advice is to create a solid, credible Web presence. Do well whatever it is you do. Excercise "thought leadership" in this way. Do whatever that is with the consumer in mind because one of the key "new rules" is that we can communicate directly with consumers rather than indirectly through news media.

This offers a tremendous advantage because we have complete control over the content, presentation, and distribution of our messages. This leads to another key new rule: do everything with the consumer in mind. Writing a press release? Write to the consumer and post it on the Web. Writing a new blog post? Write in terms your reader will understand. Creating a video? Present images that are relevant to your audience.

With your audience in mind, consider making a range of media available online--forums, wikis, and downloadable print documents, for examples, in addition to video, podcasts, and text.

A key step to making all of this stuff work is to step out and visit other blogs and forums online and to participate in them by commenting on the works of others and inviting others as guests on your own blog. The social media are called that because they are about two-way communication. As you do so, you create a Web persona that consumers will associate with your product. In this age of virtual reality, your best tool is your authentic voice.

Scott's book breaks apart the old idea of bloggers and other surfers as oddball loners living in complete isolation. Instead, the book suggests a vibrant, interactive community of people who care about ideas and about using those ideas to improve products and information.

Another of Scott's premises is that people search the Web for the information you want. Your audience comes to you for what they want; you needn't interrup them and persuade them that you have a good product.

If you're new to blogging or intimidated by the idea of living an electronic life, then Scott's book is a must. His anecdotes and vignettes of online marketing successes make the concept understandable. His very readable book it concludes with very doable how-to information.

If you're newer than new to the world of blogging, I suggest reading The Blog Ahead by R. Scott Hall. It is a very readable history of the blogosphere.

The premise of David Meerman Scott's book is that there are new rules to follow if organizations are going to reach their buyers directly. What is neat about the book is that these new rules are organized in a cohesive roadmap for those who wish to understand how to adapt and what to do. On a personal note, it is great to see the advocacy of buyer personas in this book. As someone who has been involved with personas for nearly 10 years as a creator and strategist for persona development, it is refreshing to see this type of advocacy. The message of using buyer personas for tapping into your buyers directly and at a deeper level is one that most readers will get. I recommend this book wholeheartedly for anyone who is either puzzled about how to adapt to the new "online" world or is seeking creative new ways to reach their customers.

This book is well organized and packed with useful insights for anyone looking to embrace the web as an effective marketing vehicle.

As a small business owner, I'm always looking for ways to do things more efficiently and at a lower cost. This book is filled with ideas to help you accomplish both. If I can take away at least one gem from a book, I consider it worth my time. This book gave me many new ways of thinking about the way I'm currently looing at my own strategies.

The New Rules of Marketing and PR is one of the few business books that present information that both the small business owner and larger corporation can gain from. The advice is thoughtful and actionable and tied together with real world examples. It will lay the foundation for any PR novice or marketing person that's trying to understand the shift away from traditional PR to engaging with consumers in an authentic way using a variety of social media tools including forums, blogs, videos and podcasts.

Many local governments are just now beginning to leverage the vast potential of online resources in promoting civic engagement. David's guide to the "new rules" contains a number of gems that are easily implemented at a minimal cost. His discussion of the uses for online newsrooms is worth the price of the book by itself. Every government communicator should have a copy.

Insightful and practical look at how modern marketing mavens are leveraging the Internet to reach their best customers.

Should be on the required reading list for anyone involved in marketing a product or service.

David Meerman Scott practices what he preaches. He used his blog, Web Ink Now (www.webinknow.com), to develop content for this book.

The book's thesis is that the Web offers companies and organizations of all sizes the ability to get, "...the right message to the right people at the right time." Its main strategic point is that marketers should focus on buyers and their problems (rather than hyping products and services), and think like a publisher by, "...delivering content when and where it is needed and, in the process, branding you and your organization as a leader."

To me, the book's greatest value is its in-depth examination of new media tactics and channels, such as blogs, podcasts, videos, search engines, online media rooms, and more. The book is structured like a blog, and divided into three sections: 1) How the Web Has Changed the Rules of Marketing and PR, 2) Web-Based Communications to Reach Buyers Directly, and 3) Action Plan for Harnessing the Power of the New Rules.

If you are just dipping your toes into new media marketing, read the whole book. While information in some sections is redundant, it will be worth your time. If you are already involved in new media marketing, dive right into section three's action plan, where information is cross-referenced (like a blog) to earlier sections in case you want to dig deeper into any specific subject.

David Meerman Scott practices what he preaches. He used his blog, Web Ink Now ([..]), to develop content for this book.

The book's thesis is that the Web offers companies and organizations of all sizes the ability to get, "...the right message to the right people at the right time." Its main strategic point is that marketers should focus on buyers and their problems (rather than hyping products and services), and think like a publisher by, "...delivering content when and where it is needed and, in the process, branding you and your organization as a leader."

To me, the book's greatest value is its in-depth examination of new media tactics and channels, such as blogs, podcasts, videos, search engines, online media rooms, and more. The book is structured like a blog, and divided into three sections: 1) How the Web Has Changed the Rules of Marketing and PR, 2) Web-Based Communications to Reach Buyers Directly, and 3) Action Plan for Harnessing the Power of the New Rules.

If you are just dipping your toes into new media marketing, read the whole book. While information in some sections is redundant, it will be worth your time. If you are already involved in new media marketing, dive right into section three's action plan, where information is cross-referenced (like a blog) to earlier sections in case you want to dig deeper into any specific subject.

This book is awesome! Really very insightful and full of useful ideas that we are already beginning to implement. This book has changed our marketing strategies.

I am a Flash Developer at a media production company in Indianapolis. I was hoping to get more insight into internet marketing, but instead I just found a long drawn out series of articles that could fall under the title of Common Sense or the internet 101.

I still gave it two stars since I guess it could be useful to people who do not know what blogs, forums, or wiki's are. To the rest of you, stay away. Try Meatball Sundae instead.

I'm in process of starting my own analytical consultancy, and looking for ideas on how to drum up business. "The New Rules ..." has plenty of ideas, but presents little evidence to support any of them. Does this really matter? Probably not. The essence is, if an approach does not work, try something else. There is no best approach for all businesses, individuals, or whomever. As a champion of measurement, analysis and improvement, this works for me. To David Meerman Scott's credit he writes in a very easy to read fashion. He avoids the homilies that were too typical with the "old rules".

I've been a management psychologist and consultant for over 25 yrs. Thus I have been in the business of selling new (and sometimes uncomfortable) ideas for a long time. I am certainly not a techno-phobe but I must confess that some new developments confound me. This book was recommended to me by a real techie which made me wonder just how much of it I would digest. To my delight (and relief) the author gives enough detail to completely support his positions and explain new approaches to connecting with the world. And he explains it all in such a way that a person like me "gets it". This is a one book course in modern marketing and PR. If you need to sell ideas, you need this book.

I've read at least a dozen or so books that cover various aspects of online marketing and pr.

I work for an ad agency/pr firm, but I am also an entrepreneur. This book is an excellent resource for both audiences.

The authors have written a book that is interesting and fun to read, but also includes practical "how to" advice on how to implement and make sense of the radically changing digital landscape. Tons of information is covered, including references so that readers can do their own research. This book will get readers excited about the huge potential available online, and also give them the tools to implement various marketing and pr strategies.

Very good book!

A winner all the way around. Between Seth Godin and David Meerman Scott, there is no reason not to change the ways we promote our businesses. With the ever increasing gas prices we are being forced to become sustainable. These two authors make it a truly remarkable experience.

Quite simply, I loved this book. David Meerman Scott demonstrates how quickly the new rules of marketing and PR are transforming that by the time you finish the book, you'll know that the "new rules" are already yesterday's news. I found his stories and examples of modern-day thought leadership, blogs, online media and engaging web sites thoroughly inspiring. I also appreciated David's examples of marketing gone bad: "spin" versus marketing with authenticity. It's a new day. Those of us in marketing need to be on this train. Our customers are! I will refer to this book time and time again.

A very design centric approach to marketing and PR, starting with user personas. This thinking is long over due in the marketing and PR world.

This book had two substantial contributions to marketer who want to servive in this new era!

Firstly, you must tell the truth becasuse you could not hide your quality or service blemish and all you could do contiunuous make yourself a trusted thought leader, and this book could help you out!

Secondly,PR will be part of strategic marketing mix as your audiences will be your buyer directly, or you will have no budget or contributions to the business by sending release periodically or mingling with journalist and failed to get published when a customer complaint in a blog become the headline, and this book could help you out!

In todays world, for both marketer or PR professionals, if your campaign did not get your buyer's inside your sales journey, you should be careful! and if your company did not aware of it, try to read the book firstly and make your survived first!

David writes and excellent book comparing and contrasting the "old rules" of marketing with the new. He writes with compelling explanations about how recent changes have changed the marketing / PR profession from a focus on communicating with journalists, reports and editors to writing for and focusing directly on your end customers. He says that marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences vial the web.

The traditional "interrupt" (TV-style) advertising does not work in today's world. Blogs, podcasts, e-books, news releases, and other forms of online content let organizations communicate directly with buys in a form they appreciate. And the best part of all (if done right)...the customers will find you and they will want to buy your product.

I highly recommend this book as a resource to help turn your organization on to all the great resources for getting your message to the market!

Great book...very funny and has some great new ideas. While the book is full of interesting information, and how-to steps, it is very enjoyable. Scott has great real-life examples and suggestions on how to advance your business in the blog world (blogosphere). Would highly recommend for either business people or PR professionals who don't know a lot about blogging and want to break into it.

Waste of time for small business owners, this is more for bigger company that has millions of marketing budget. A lot of theory, but few practical stuff that I can actually do without money. Instead I would recommend Word of Mouth Marketing by Andy Sernovitz, I found it to be a lot more helpful for my business. There are things in there I can actually start doing right away to better my business.

For those who are already actively participating in this arena this enforces that you are on the right path of what others are following. But, for the person new to the space this is a great review of the best practices approach and the reasons why they are so effective.

Definately recommend to my clients.

I just finished reading this book and I would highly recommend this, just not to my competitors. I found the book very imformative and believe these ideas given will work. I work for PaladinID and will implement what I have learned from reading this book. One thing I liked best about the book is that these ideas can be implement for very little or no cost. Time will tell how well I do, but at least I have a road map to start with. D. Ritchie

This book changed the way I think about marketing. It opened my eyes to a number of very good blogs. The author gives great examples of how the new rules have worked in reall life. Check out his blog at www.webinknow.com

David Meerman Scott asserts that the Internet has transformed marketing and public relations forever, and he's undoubtedly got a point; however, his argument is extremely light on facts and figures (the text contains hardly any numbers at all), and heavy on case studies. Based on Scott's blog, the book is anecdotal, chatty, easy to read and occasionally repetitive. Scott is an evangelist for using the Web in new ways, and his ideas are useful and practical. getAbstract recommends this book to experienced marketers who are unfamiliar with or skeptical of new media and techniques; younger readers may find it superficial or obvious.

As a small business owner with little previous marketing experience, this is a great resource for me and will be extremely helpful as I grow my business. The rules of marketing have definitely changed in the past few years and this is an excellent handbook on the new rules. Scott defines each marketing tool, explains its potential benefit and how to use it to successfully reach your target audience. Many of these tools are very low cost or even free.

This is definitely a must read for anyone that needs to understand how to effectively market using the most recent technology and resources.

I was so impressed by the pragmatic and innovative content of this book that I adopted it for teaching my advanced public relations course. The concept of online thought leadership is powerful.

While some of the information in the book seems like common sense in 2008 it is many times true that as PR people we fail to do the obvious. So, reading a book like this that puts it all out there in a logical way you can quickly see that there are some pretty dumb things that we are doing or failing to do that could produce dramatic positive results and also that we spend a lot of time doing things that, in 2008, have little to no value. I am definitely changing how my company does it PR after reading this book. Well done!

This book would be good for those who are being introduced to the marketing possibilities of the internet. Nothing new and was a little dry IMHO.