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The new eighth edition of the pioneering guide to generating attention for your idea or business, jam-packed with new and updated techniquesAs the ways we communicate continue to evolve, keeping pace with the latest trends in social media, including social audio like Clubhouse, the newest online video tools such as TikTok, and all the other high-tech influences, can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The eighth edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate attention for your business.An international bestseller with nearly half a million copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications-all at a fraction of the cost of traditional advertising!The latest edition of The New Rules of Marketing and PR has been completely revised and updated to present the most innovative methods and cost-effective strategies. The most comprehensive update yet shows you details about the pros and cons of AI and machine learning to automate routine tasks. Your life is already AI-assisted. Your marketing should be too, but there are challenges to be aware of.The definitive guide on the future of marketing, this must-have resource will help you: Incorporate the new rules that will keep you ahead of the digital marketing curve Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you Gain valuable insights through compelling case studies and real-world examples The eighth edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes....
List of contents
Introduction
The New Rules
Life with the New Rules
What's New
Writing Like on a Blog, but in a Book
Showcasing Success
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
Advertising: A Money Pit of Wasted Resources
One-Way Interruption Marketing Is Yesterday's Message
The Old Rules of Marketing
Public Relations Used to Be Exclusively about the Media
Public Relations and Third-Party Ink
Yes, the Media Are Still Important
Press Releases and the Journalistic Black Hole
The Old Rules of PR
Learn to Ignore the Old Rules
2 The New Rules of Marketing and PR
The Most Important Communications Revolution in Human History
Open for Business
The Long Tail of Marketing
Tell Me Something I Don't Know, Please
Bricks-and-Mortar News
The Long Tail of PR
The New Rules of Marketing and PR
The Convergence of Marketing and PR on the Web
3 Reaching Your Buyers Directly
The Right Marketing in a Wired World
Let the World Know about Your Expertise
Develop Information Your Buyers Want to Consume
Big Birge Plumbing Company Grows Business in a Competitive Market
Buyer Personas: The Basics
Think Like a Publisher
Staying Connected with Members and the Community
Know the Goals and Let Content Drive Action
Real-Time Business at American Airlines Reaches Buyers Directly
II Web-Based Communications to Reach Buyers Directly
4 Social Media and Your Targeted Audience
What Is Social Media, Anyway?
Social Media Is a Cocktail Party
"Upgrade to Canada" Social Program Nabs Tourists from Other Countries
Social Networking and Agility
Do You Allow Employees to Send Email? How about Letting Them Use Social Media?
The New Rules of Job Search
How to Find a New Job via Social Media
Social Networking Drives Adagio Teas' Success
5 The Content-Rich Website
Political Advocacy on the Web
Content: The Focus of Successful Websites
Reaching a Global Marketplace
Make Your Site Mobile Friendly
Blogging to Share your Passion
A Blog (or Not a Blog)
Not Another Junky Blog
Why You Need a Blog in the Age of Social Networking
Audio and Video Drive Action
Improv with the CIO
Grammar Girl Podcast
Putting It All Together with Content
Great Websites: More Art Than Science
6 Marketing and PR in Real Time
Real-Time Marketing and PR
Fans First: Joe Biden Announces Kamala Harris as VP Pick
Develop Your Real-Time Mind-Set
Real-Time Blog Post Drives $1 Million in New Business
The Time Is Now
Snapchat for Business
Crowdsourced Support
7 Artificial Intelligence and Machine Learning for Marketing and PR
AI-Powered Marketing and PR
Your Marketing May Already Be AI-Powered
Find Ways for AI to Benefit Customers
Creating an AI Project
Making AI a Part of Your Marketing
An AI App to Create Social Posts from Long-Form Content
Remaining Human in a World of AI
III Action Plan for Harnessing the Power of the New Rules
8 You Are What You Publish: Building Your Marketing and PR Plan
What Are Your Organization's Goals?
Buyer Personas
