For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web–based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one–of–a–kind guide includes a step–by–step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.

1. New Rules of
Marketing and
PR
Are you ready ?

2. One way messages
focused on price

3. Screaming headlines

4. 72 – hour sale!

5. Think like buyer
• As with hundreds of millions of other consumers, the
web is primary source of information when you
consider a purchase. This is natural place to begin.
Right ?
If you agree with me than you should start asking
yourself: Why the home page of the website
assaulting the consumer ??? How do you know if
consumer is willing to buy a car in 72 – hours ??? Or
maybe even within 72 days !!!

6. Wrong !
• These car websites assume that I’m ready to buy a
car right now. But actually just wanted to learn
something.
• What I really wanted to ask is this: “Are there any
real people at these auto companies?”
• These sites were advertising to me, not building a
relationship with me.
• They were luring me in with one-way messages, not
educating me about the companies' products.

8. Advertising: A Money Pit
of Wasted Resources

17. The web is different.
Instead of one-way
interruption, web
marketing is about
delivering useful content
at just the precise moment
a buyer needs it

21. Do you provide helpful
content ?
I wish I could have my
valentines in vintage style
…how do I find right love
vintage valentine tunes ?
There is too many !
I think I will google it! Vintage valentines
blog …yes blogs are helpful. I can leave
comments and talk to other people I can’t
talk to Digital Music Stores ..they boring !

22. Do you provide helpful
content ?
Buy now get one free ! Sign
up for free tracks…I have
enough !
Is there any nice vintage style website ? I
am woman !

23. The Old Rules of
Marketing
• Marketing simply meant advertising (and branding).
• Advertising needed to appeal to the masses.
• Advertising relied on interrupting people to get
them to pay attention to a message.
• Advertising was one-way: company to consumer.
• Advertising was exclusively about selling products.
• Advertising was based on campaigns that had a
limited life.
• Creativity was deemed the most important
component of advertising.

24. The Old Rules of
Marketing
• It was more important for the ad agency to win
advertising awards than for the client to win new
customers.
• Advertising and PR were separate disciplines run by
different people with separate goals, strategies,
and measurement criteria.

25. Why the old PR rules
don't work anymore?
• Only the best PR people had personal relationships
with the media and could pick up the phone and
pitch a story to the reporter for whom they had
bought lunch the month before. Prior to 1995,
outside of paying big bucks for advertising or
working with the media, there just weren't any
significant options for a company to tell its story to
the world.

26. This is not true anymore.
The web has changed the
rules. Today,
organizations are
communicating directly
with buyers.

27. Why the old PR rules
don't work anymore?
• Public relations work has changed. PR is no longer
just an esoteric discipline where companies make
great efforts to communicate exclusively to a
handful of reporters who then tell the company's
story, generating a clip for the PR people to show
their bosses.

28. The Internet has made public
relations public again, after
years of almost exclusive focus
on media. Blogs, online video,
news releases, and other forms
of web content let organizations
communicate directly with
buyers.

29. The Old Rules of PR
• The only way to get ink and airtime was through the
media.
• Companies communicated to journalists via press
releases.
• Nobody saw the actual press release except a
handful of reporters and editors.
• Companies had to have significant news before
they were allowed to write a press release.
• Jargon was okay because the journalists all
understood it.

30. The Old Rules of PR
• You weren't supposed to send a release unless it
included quotes from third parties, such as
customers, analysts, and experts.
• The only way buyers would learn about the press
release's content was if the media wrote a story
about it.
• The only way to measure the effectiveness of press
releases was through clip books, which noted each
time the media deigned to pick up a company's
release.
• PR and marketing were separate disciplines run by
different people with separate goals, strategies,
and measurement techniques.

31. None of this is true anymore.
The web has transformed the
rules, and you must transform
your PR strategies to make the
most of the web-enabled
marketplace of ideas.

32. There are some exceptions …

33. Large Companies

34. Famous people

35. … and Governments

36. …might all still be able to get away
with using the media exclusively, but
even that is doubtful. These name-
brand people and companies may be
big enough, and their news just so
compelling, that no effort is required of
them. For these lucky few, the media
may still be the primary mouthpiece.

37. Harry Potter
creator JK
Rowling named
most influential
woman in the UK
If you are J.K. Rowling and
you issue a press release
about, say, a new Harry
Potter book, the news will be
(By the way ..Victoria
Beckham is runner-up and
the Queen at third place in
National Magazine
Company's top-100 list ..)

38. Superman Steve
Jobs
If Apple Computer CEO
Steve Jobs announces the
company's new iPhone at a
trade show, the news will be
picked up by the media.

39. Brad Pitt and
Angelina Jolie
If Brad Pitt and Angelina
Jolie issue a press release
about adopting another
baby, the news will be
picked up

40. President Obama
If President Obama
announces his pick to fill a
vacancy on the U.S.
Supreme Court, the news
will be picked up by the
media

41. If you are smaller and less
famous but have an interesting
story to tell, you need to tell it
yourself. Fortunately, the web
is a terrific place to do so.

42. In PR, it's not about clip
books. It's about reaching
our buyers. we should be
targeting the plugged-in
bloggers, online news sites,
micro publications, public
speakers, analysts, and
consultants who reach the
targeted audiences who
are looking for what we
have to offer. With social
media, we communicate
directly with our audience,
bypassing the media filter
completely. We have the
power to create our own
media brand in the niche of
our own choosing.

43. New Rules of Marketing and PR
• 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.

44. New Rules of Marketing and PR
• 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.

45. New Rules of Marketing and PR
• Companies must drive people into the purchasing
process with great online content.
• Blogs, online video, e-books, news releases, and
other forms of online content let organizations
communicate directly with buyers
• Social networks allow people all over the world to
share content and connect with the people and
companies they do business with.
• On the web, the lines between marketing and PR
have blurred.

46. Content drives action

47. THANK YOU