The New Rules of Marketing and PR:How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

In the past, marketers had to communicate either through expensive advertising or PR efforts filtered through traditional media.  But now, the rules have changed for the better.   Learn how to leverage the Web’s vast marketing potential, which will enable you to reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign.

The Internet has dramatically transformed the way people communicate with one another. It's also changed the way smart organizations communicate with their current and potential customers.

In the past, marketers had to communicate either through expensive advertising or PR efforts filtered through traditional media. But now, the rules have changed for the better, offering new media options that allow marketing and PR professionals to take their stories directly to customers.

In The New Rules of Marketing and PR, David Meerman Scott demonstrates how to leverage the Web’s vast marketing potential. Scott is an award-winning on-line thought strategist who has developed marketing programs that are responsible for selling more than $1 billion in products and services worldwide.

As he explains, the Web enables you to reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign. This means that you no longer have to bombard people with advertising that they’ll likely ignore. Instead, you can focus on getting the right message to the right people at the right time.

This guide to the new reality of marketing and PR reveals how you can stay ahead of the curve -- and your competitors -- by using the Internet to its full potential.