The New Rules of Marketing & PR

The New Rules of Marketing & PR is a comprehensive book that starts off by explaining why the old rules are no longer applicable in today’s world. 

Advertising to the mass market, interruption based techniques to sell products and one-way communication to target audiences are just some forms of communication that the author considers as old rules and he attributes this shift to the web which has transformed the rules and ultimately resulted in marketing needing to be done differently.

This first chapter is essentially a recap of what we already know but it is a good way of setting the scene for what is to come. An interesting point that the author mentions at an early stage is how all marketers should think like publishers in terms of managing content and being purveyors of information. 

This theme is explored in further detail with a good analysis of various techniques that marketers can apply when building a content rich website and how web content influences the buying process.

An aspect of the book that I hadn’t given much consideration to in the past is the power of blogging.  Monitoring blogs to obtain an understanding of how your products are perceived and being used is a vital source of market intelligence that companies can utilise to make key decisions. Writing blogs and working with bloggers who write about you can also help shape opinions and perceptions. This is definitely a subject area that intrigues me and made me think about how I could utilise it more in future.

Although the book is lengthy, you don’t need to read it in a linear way.  Focus on specific chapters that are relevant and you will still feel that you are deriving some key learnings that can be easily applied.

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