The New Rules of Marketing and PR – David Meerman Scott

1. The idea that I agree with most in this entire book is the idea that PR is always changing and has changed so much in the last few years since social media has started to boom. That is a pretty broad statement, but PR is evolving and changing every day. This infographic depicts the evolution of public relations in just the last few years. The creator of the infographic was comparing now to about 1997 when the “dot.com” era began. Public relations used to cost so much money, but now you can use social media and barely have to spend money at all (p 16). We used to create press releases to try to get our story picked up, but now the way to reach out is by tweeting about it (p 21). Anything that used to be in ink is now online, and the online news websites that used to be so popular are now mobile news apps.

2. One of the points that I sort of disagree with is the fact that blogs are relevant still. I think that blogs are sort of going out of style, with big blogs like the Huffington Post becoming more of news sites and news sites like The New York Times looking more like blogs. In this article, the author talks about why The New York Times has started to get rid of a lot of their blogs. While maybe five years ago people may have searched through blogs to find product recommendations, now they might search through Twitter or Yahoo! Answers (p 288). Blogs are a good place to have more detailed information about topics, but you are not going to be able to get people to your blog just to read it normally (p 287). Because blogs were so successful, news websites are taking the hint and making their sections more like blogs rather than having two separate entities. I think this is taking away a bit from “regular” blogs by the average person just talking about their opinions, unless their opinions are highly regarded and they have created a following already.

3. My favorite chapter was Chapter 18: An Image is Worth a Thousand Words. Photos are taking the web by storm, and it is much easier to get your content noticed if you include a photo. Instagram is becoming more and more popular because you don’t necessarily have to read the caption to get the general idea of a post. I liked the mentions Scott made of Instagram being like an art gallery because I see so many photos on Instagram that are truly artistic! I know I do my best, and it is really cool to see some of the photos that people take and post. Almost all of these photos are taken with a mobile phone and that blows my mind! It is easy to market products on Instagram because you can post photos of them and post them. You can also show your followers exactly what you are doing at any given moment rather than just telling them. You can post a video of a fashion show that you are at for your clothing store or the coffee at your company’s early morning meeting. This makes your company or organization seem more human and helps followers to be able to connect with you on a deeper level.

4. I really liked this book! It was more up to date and relevant than the other book that we read in this class. Scott talked about pros and cons of different types of public relations and social media. He also connected current public relations practices with public relations practices of the past. Rather than starting with a clean slate and throwing out everything you have ever learned, you learn how to transition the skills you currently have into relevant skills. I found the book extremely useful in this way. I found great points of advice and different directions that you could go in for just one type of website or campaign. Scott also didn’t have as much of an authoritative voice, which I enjoyed. He spoke as if he were a friend talking to another friend about what has worked for him on social media and with public relations rather than writing as an expert that knows everything about the topic. There is no possible way anyone could know or write everything there is to write about social media, and I’m glad Scott did not try. I would recommend this to other students on the public relations track for sure. The book has made me realize how important it is to tweet and connect with your audience rather than just talk at them. There are tons of useful tips that anyone could take and use with any organization.

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