The new rules of marketing and PR : how to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly / David Meerman Scott.

Rev. ed. of: The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing, and online media to reach your buyers directly. 2007.

Incluye bibliografía.

How the web has changed the rules of marketing and PR. The old rules of marking and PR are ineffective in an online world -- The new rules of Marketing and PR -- Reaching your buyers directly -- Web-based communications to reach buyers directly. Social media and your targeted audience -- Blogs: tapping millions of evangelists to tell your story -- Audio and Video drive action -- The new rules of news releases -- going viral: the web helps audiences catch the fever -- The content-rich website -- Action plan for harnessing the power of the new rules -- You are what you publish: building your marketing and PR plan -- Online thought leadership to brand your organization as a trusted resource -- How to write for your buyers -- How web content influences the buying process -- Social networking sites and marketing -- Blogging to reach your buyers -- Video and podcasting made, well, as easy as possible -- How to use news releases to reach buyers directly -- The online media room: your front door for much more than the media -- The new rules for reaching the media -- Search engine marketing -- Make it happen.