1. The New Rules of Marketing & PR
New Rule No. 4: You are what you publish.
New Rule No. 5: People want authenticity, not spin.
New Rule No. 6: People want participation, not propaganda.

2. The New Rules of Marketing & PR
How do people find us?
More often through “clicks” not “bricks”
We’re leaving brick-and-mortar stores (e.g., shopping malls, movie theaters) for online sources.
For example, movie theaters draw most customers from within a 10-mile radius. But Netflix reaches “everyone.”

3. The New Rules of Marketing & PR
The Long Tail of Marketing
We are shifting away from a focus on the relatively few “hits” (e.g., Justin Bieber) to the great mass of “niche” markets (e.g., local bands).
The Internet has opened up the world for the rest of us.

4. The New Rules of Marketing & PR
Pareto Principle: When applied to business, this means 80% of your sales come from 20% of your clients.
98 Percent Rule
There’s a buyer for just about anything.
For example, at Amazon.com, 98% of its top 100,000 books sold at least once a quarter.
“Hits are great, but niches are emerging as the big new market.” – Chris Anderson, author of “The Long Tail”

5. The New Rules of Marketing & PR
Three forces of the Long Tail
Make it.
* There are far more niche goods than hits.
* Amateurs & small businesses compete with leaders.
Get it out there.
* Cost of reaching niches is falling dramatically.
Help me find it.
* Filters drive demand down the Tail.
* All those niches add up.
* The “natural shape of demand” is revealed.

6. The New Rules of Marketing & PR
How Amazon.com targets its publics
What Do Customers Buy After Viewing This Item?
81% buy the item you viewed % buy this alternative % buy this alternative
THE LONG TAIL: WHY THE FUTURE OF... The Long Tail: Why the Future of...Hardcover by Chris Anderson
MADE TO STICK: WHY SOME IDEAS SURVIVE... Made to Stick: Why Some Ideas Survive...Hardcover by Chip Heath, Dan Heath
WIKINOMICS: HOW MASS COLLABORATION... Wikinomics: How Mass Collaboration...Hardcover by Don Tapscott, Anthony D...

7. The New Rules of Marketing & PR
New Rule No. 7: Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it.
New Rule No. 8: Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the Web.
New Rule No. 9: Companies must drive people into the purchasing process with great online content.

8. The New Rules of Marketing & PR
Use the power of social media.
Reach out to others and have them help tell your story.
Identify and follow relevant, connected bloggers.
Comment on their sites.
Create your own blog and share information.
Share videos, audio files, photos, other links.

9. The New Rules of Marketing & PR
Use keywords in headlines and throughout your news release to increase “search engine optimization” (SEO).
When people search for you online, will they find you among all of your competitors?
Searchers often start with “head” keywords.
More popular or frequently searched terms.
For example:
Fish tanks
Jewelry
Caribbean vacations

10. The New Rules of Marketing & PR
Instead, use “long tail” keywords.
Search terms are longer and more specific.
For example:
How to set up a fish tank
Navajo turquoise and silver jewelry
Caribbean diving vacations for families
Explore popular keywords

11. The New Rules of Marketing & PR
Writer-based prose
Inexperienced writers often start with “writer-based prose,” written from the client’s perspective.
For example, imagine this text as the first words in a brochure to attract high school students to FAMU:
“Florida A&M University sits on the highest of seven hills.”
Would this attract high schoolers?
What do high schoolers care about?
Getting marketable skills, being in a supportive environment, meeting new friends, getting financial aid, having fun

12. The New Rules of Marketing & PR
Reader-based prose
Instead, create “reader-based prose” by focusing on what your readers or viewers need or want.
Imagine these are the first words a high schooler might read in an online “brochure” about FAMU:
“Are you looking to prepare for your dream career, study with renowned and caring professors, meet interesting students, and spend time in a fun environment? Then Florida A&M University is the place for you!”
Might these words be more appealing to high schoolers than the writer-based prose?

13. The New Rules of Marketing & PR
Don’t write news releases only when you have “big news.”
Rather, write releases that highlight your expert ideas and stories.
Distribute the releases directly to your buyers in addition to traditional media.
Help your publics find your releases on search engines and websites.

14. The New Rules of Marketing & PR
Newsjacking
Capitalizing on the popularity of a news story to tell your own story.
Examples
Oreos & the Super Bowl
Hillary Clinton & the Super Bowl
Wilkinson razor & Valentine’s
Procter & Gamble and moms

15. The New Rules of Marketing & PR
New Rule No. 10: The Internet has made public relations public again after years of almost exclusive focus on media.
New Rule No. 11: Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate.

16. The New Rules of Marketing & PR
How the Internet has changed PR
There are no limits to how much can be posted (versus how much you can afford to print).
Information is available 24/7.
Information can be updated quickly.
Web dissemination is cost-effective.
Niche markets can easily be reached.
Interactivity is possible (Q&A, downloads, games, etc.).
Links provide “deeper” information.

17. The New Rules of Marketing & PR
Check out these links:
American Cancer Society website
Considered to be the “gold standard” of online newsrooms
National Wildlife Federation website
Exceptional interactive site targeted to specific publics
“Generation Like” video
Amazing PBS documentary about youth & social media

18. The New Rules of Marketing & PR
New Rule No. 12: PR is not about your boss seeing your company on TV. It’s about your buyers seeing your company on the Web.
New Rule No. 13: Marketing is not about your agency winning awards. It’s about your organization winning business.
New Rule No. 14: Social networks allow people all over the world to share content and connect with the people and companies they do business with.

19. The New Rules of Marketing & PR
For more proof of the power of adding social media to your bag of PR tools, check out this YouTube video:
“The Social Media Revolution 2014”
Enjoy the “No PRessure: New Media, New Rules” PR Boot Camp!
Disclaimer: Most of the information for this PowerPoint was obtained from David Meerman Scott’s book “The New Rules of Marketing & PR.”