1. David Meerman Scott’s “New Rules of PR”
Prepared by Dr. LaRae M. Donnellan, APR, CPRC
Professor & PR Sequence Coordinator
FAMU School of Journalism & Graphic Communication
“No PRessure: New Media, New Rules” PR Boot Camp
April 11-12, 2014

2. Overview Who Is David Meerman Scott? Scott’s “Old Rules of PR”
Gobbledygook
Writer-based v. Reader-based Prose
Scott’s “New Rules of Marketing & PR”
The Long Tail of Marketing
Reaching Your Publics Directly
Newsjacking

3. Who Is David Meerman Scott?
Online marketing strategist
Has written several books, such as “The New Rules of Marketing & PR,” which he first posts online – soliciting feedback – before the books are published.
While VP of marketing for NewsEdge, he discovered the effectiveness of publishing online, rather than relying on traditional media gatekeepers.
Check out his website

4. The Old Rules of PR
Traditionally, PR practitioners relied on media gatekeepers (editors/reporters), who would decide whether our stories were worth publishing.
We would pitch stories or send out news releases in hopes the media would use them.
Our success depended upon whether the traditional mass media covered our events or other stories.
The ultimate goal = the news clip

5. The Old Rules of PR
Old Rule No. 1: The only way to get ink and airtime was through the media.
Old Rule No. 2: Companies communicated to journalists via press releases.
Old Rule No. 3: Nobody saw the actual press release except a handful of reporters and editors.

6. The Old Rules of PR
We were taught to send out news releases when we had “big” news to share.
Targeting the “right” media has always been a guideline.
But too often, PR practitioners simply broadcast their stories to “everyone” on a set mailing list.
Thus, many PR practitioners have been discredited and accused of “spamming.”

7. The Old Rules of PR
Old Rule No. 4: Companies had to have significant news before they were allowed to write a press release.

8. The Old Rules of PR
Because PR practitioners targeted reporters and editors, jargon often was rampant.
While trade journalists might understand some of the jargon, most “regular folks” would not.
News releases often would be filled with fluff words, such as “innovate,” “unique,” “new and improved,” or “working 120 percent.”
Check out Scott’s “Gobbledygook Manifesto” for more examples.

9. The Old Rules of PR
Old Rule No. 5: Jargon was OK because the journalists all understood it.

10. The Old Rules of PR Using quotes
Research tells us that readers and viewers are more suspicious of advertising than of news.
Therefore, we often try to get others – customers, analysts, experts – to tell our story for us through quotes in order to lend more credibility to our messages.

11. The Old Rules of PR
Old Rule No. 6: You weren’t supposed to send a news release unless it included quotes from third parties, such as customers, analysts and experts.
As you know, in your journalism courses, you are required to use at least three sources.
In general, this is still a good idea and should be followed.
However, some stories don’t need three sources.

12. The Old Rules of PR Traditional media are still important.
Getting positive stories about your client in targeted media (e.g., Rolling Stone, Wall Street Journal, NBC’s “The Today Show”) can be a game-changer.
Although most of us will never get our clients mentioned in the premier media, we can still reach our publics through newspapers, magazines, radio, TV and direct mail.

13. The Old Rules of PR
Old Rule No. 7: The only way buyers would learn about the press release’s content was if the media wrote a story about it.
When the media cover our story, this is called “third- party endorsement.”
Old Rule No. 8: 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.

14. The Old Rules of PR
Old Rule No. 9: PR and marketing were separate disciplines run by different people with separate goals, strategies and measurement techniques.
Today, the focus is on integrated communication.
Scott advises:
Learn to ignore the “Old Rules.”

15. The New Rules of Marketing & PR
New Rule No. 1: Marketing is more than just advertising.
New Rule No. 2: PR is for more than just a mainstream media audience.
New Rule No. 3: On the Web, the lines between marketing and PR have blurred.

16. The New Rules of Marketing & PR
Create “buyer personas,” or short biographies about each of your publics.
Give them names.
Identify their particular needs & wants.
Then target them.
Buyer personas for FAMU:
James & Judy Parents
Ivana Gotoo FAMU
Tonette the Leader
Jonah the Athlete
BOT Member (and so on)

17. The New Rules of Marketing & PR
Think like a publisher.
Understand your publics and what they NEED and WANT.
Become a “thought leader,” a source for information when your publics are browsing or searching.
First, solve people’s problems. Then, “sell” your product or service.
Deliver content when and where it is needed.

18. The New Rules of Marketing & PR
How to be a “thought leader”
Cervélo Cycles gets the same number of search engine hits as companies 10 times its size. Why?
Cervélo includes content for people who are browsing and those who are ready to buy.
Viewers can download free audio interviews with top riders, get detailed information about different bikes, join its “exclusive Cervélo owners club,” visit the online bicycle museum …
Oh, and they can buy bikes, too.

19. The New Rules of Marketing & PR
What are you “selling”?
What does Starbucks sell?
A great place to hang out
A convenient place to meet
Free wireless Internet connection
Status symbol
Ground coffee beans
Oh, and great coffee
Check out Starbucks’ phone app and interactive website.