In the first chapter of The New Rules of Marketing and PR, David Meerman Scott really lays the framework for the old school way of running marketing and PR. In case you have not yet received your book or didn't get a chance to start reading, here are the old rules given by Scott:
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 to advertising.
- 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.
The Old Rules of PR
- The only way to get ink was through the media
- Companies communicated to journalists via press releases.
- Nobody saw the actual press releases except for 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.
- 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.
I'll admit, I am really too young to remember the days of the old rules. Do any of you out there who have been doing this a while really think that your organization functioned like this? To me, smaller companies have always had to be renegade and with the advent of the web now really have the venue they have been waiting for.
Here are what Scott outlines as the new rules:
The 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.
- Marketers must shift their thinking from main-stream 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.
- Companies must drive people into the purchasing process with great online content.
- Blogs, podcasts, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a from they appreciate.
- On the Web, the lines between maketing and PR have blurred.
Although I would say I am far from old school, I can't say I am still completely hip to all of the new rules. I hope that as a group we can learn from David Meerman Scott and from each other. Since the publishing of this book there have been even more advances and new technologies via the web which I hope we can help teach each other about. What do you hope to learn from reading this book and participating in the book club?