andreweverett360 Book Review, Marketing

The New Rules of Marketing and PR

the-new-rules-of-marketing-and-pr-4th

The New Rules of Marketing and PR, Fourth Edition

by David Meerman Scott

David Meerman Scott is an experienced marketing executive who says that interruption-based marketing techniques are ineffective. “I’ve done it the old way. It doesn’t work anymore.” Under the new rules, marketers publish their own content and speak directly with buyers.

“The Internet has made public relations public again… Your newsroom is for your buyers, not just the media… By building a media room that targets buyers, you will not only enhance those pages as a powerful marketing tool but also make a better media site for journalists.” Continue reading “The New Rules of Marketing and PR” →

andreweverett360 Book Review, Marketing

The Fall of Advertising and the Rise of PR

the-fall-of-advertising-rise-of-pr

The Fall of Advertising and The Rise of PR

by Al Ries and Laura Ries

The Fall of Advertising and The Rise of PR is about the role of PR versus the role of advertising in brand marketing. The thesis is that PR is needed to launch a brand and establish its identity; advertising is for maintaining an existing brand’s position.  The reason is that advertising has no credibility, so it can only remind people of what they already believe. Continue reading “The Fall of Advertising and the Rise of PR” →

andreweverett360 Book Review, Marketing

Rethinking Reputation

rethinking-reputation

Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World

by Fraser P. Seitel and John Doorley

This book gets off to a weak start. Chapter one is not about reputation management. It’s about how a couple of NYU students launched a shoe company on a shoestring budget. (Hint: Find a patent attorney who will work for you without charge.) Chapters three and five sound like they could have been written by publicists for Merck and Johnson & Johnson. In fact, coauthor John Doorley has held positions at both firms (and he teaches at NYU). The chapter on T. Boone Pickens’ energy independence campaign states that he spent $100 million “with more than half focused on paid media.”  That seems to undermine premise of the subtitle. Continue reading “Rethinking Reputation” →