The New Rules of Marketing and PR: A Conversation with David Meerman Scott

I recently spoke with David Meerman Scott, author of the "New Rules of Marketing and PR," the best-selling PR book. Here are some highlights of our conversation.

What is the most important thing for PR people to understand?

The way journalists are working today. They are looking for things to write about, not waiting for a PR person to call with an idea.

For years PR and media relations were basically the same thing. Now PR is in two categories. One is telling your story directly to your audiences.

The other is traditional media relations, using the media to tell your story. If you do the former really well, you will generate good search engine traffic and the media will find you. That's really different and requires a different approach.

What is the biggest change?

We're in the middle of a transformation. Initially you could only reach people through print. Then companies started advertising on TV. That was a big shift. We're undergoing a similar transformation right now whereby we can reach buyers directly, and not have to go through the media.

The upshot is that many PR people are scared, intimidated by the idea that they create the content themselves. The job is different. They have to develop new skills and think more like journalists. Our role is not just to influence others to tell our story.

The Public Relations Society of America (PRSA) now says that "public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions."

That definition says nothing about publicity or media relations. The definition is much broader than that and encompasses both direct and indirect communication.

Any advice on working with others (bosses, clients, colleagues) who still think of PR as being media relations?

First, I ask people why they want to be on Oprah, in "BusinessWeek" or the like. Usually they want to sell more product or service. That being the case, traditional media might not be the best route.

I recently was quoted on the front page of the "Wall Street Journal." I didn't sell a single book from that exposure (as tracked on Amazon). Yet I posted something in my blog and sold 200 copies. So sometimes the direct route is best.

Over the years, I have surveyed the audiences in my presentations, asking what prompted them to buy a product or service. Roughly 2 to 5 percent said direct mail, 10 to 20 percent said traditional media (a magazine, newspaper or broadcast program, with no distinction between ads or editorial copy). Yet everyone, virtually 100 percent of the audience, says they used Google or another search engine as part of their buying process.

Also, 80 percent of the people said they had purchased something because of a colleague's recommendation. This is based on a sample size of about 20,000 people from literally hundreds of presentations.

What is your conclusion from this research?

If you want to sell something, the best ways to reach people are through the search engines and viral marketing.

So if you don't have significant resources, don't use media relations. Create good content and the media will find it. They're looking for stories. Since starting my business in 2002, I have never once pitched the media, and I've still been featured in some story almost weekly.

What's the first step?

First design your website for the buyer personas as opposed to designing an egotistical website. Understand who you're trying to reach. Interview them. What are the words and phrases they're likely to use? Organize your website so that your prospective buyers will see themselves on the site.

Second, participate in the blogs, forums and chat rooms in your industry, but don't talk about your products and services. Provide thoughts, ideas and tips. You'll become "real" to the other participants. After all, ultimately we all want to do business with human beings.

Third, read the top books in your field and post a review (complete with your contact information) on Amazon. Authors often reach out to people who comment on their books. You'll build up links to your site and begin to develop a reputation as an expert.

Eventually these techniques will add up for you.

What are your favorite resources?

The resources are driven by the buyer personas. As I've said, you should communicate in the forums. I'm also a fan of YouTube. Certain products lend themselves brilliantly to video. I think it's best to spread your content around rather than concentrating it all in one place.

Any final comments?

The web is unbelievably empowering. It's much more fun, much more interesting. It's a liberating experience to reach your buyers directly. Enjoy.

Note: I recommend you read "The New Rules of Marketing & PR," which has been the best-selling PR book in the world since June 2007.

David also has a free report entitled (appropriately enough) "The New Rules of PR: How to Create a Press Release Strategy for Reaching Buyers Directly." Released in 2006, this report has been downloaded more than a quarter-million times.

This past year he released a report on "Viral Marketing: How Word-of-Mouse Spreads Your Ideas for Free." Both reports are available at his website at www.davidmeermanscott.com, where you can also read his blog entitled Web Ink Now.

©2008, Communications Plus

I grant you permission to reprint this article in whole or in part, as long as the following credit appears with live links to my Web site and email address: “Reprinted with permission from Kay Paumier of Communications Plus, www.communicationsplus.net, info@communicationsplus.net.” Please let me know where the material will appear.

—Kay Paumier, Communications Plus