The New Rules of Marketing and PR. Scott David Meerman
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organization so we can learn directly from them. Following are chapters on specific areas of online content (such as blogging, online video, and social networking) and then more detailed how-to chapters. But before we move on, let me explicitly state the new rules of marketing and PR that we'll discuss throughout the rest of the book:
• Marketing is more than just advertising.
• PR is for more than just a mainstream media audience.
• You are what you publish.
• People want authenticity, not spin.
• People want participation, not propaganda.
• Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it.
• Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the web.
• PR is not about your boss seeing your company on TV. It's about your buyers seeing your company on the web.
• Marketing is not about your agency winning awards. It's about your organization winning business.
• The Internet has made public relations public again, after years of almost exclusive focus on media.
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