Scott jam-packs a bunch of useful information into an easy to comprehend read, in which he organizes in the form of a “how two.” As I was reading Scott’s text, I felt as if he was meeting readers to where they are in regards to their knowledge of how PR and Marketing practices were done in the past and where the practice is going with the incorporation of social media. Scott also incorporates lots of context and examples throughout his text which builds his credibility to readers.
Scott organizes his text in the form of a manual. The overall structure of the text goes in relevance of each topic. Each chapter is presented in the form of a broad topic and then organized into smaller sub topics. This is useful for readers as they can simply flip to the chapter which specifies the specific topic they would like to learn about and the information is clearly displayed for them.
Some of the topics covered in Scott’s text are:
- The old Rules of Marketing and PR are Ineffective in an online world.
- The New Rules of Marketing and PR.
- Reaching your Buyers Directly.
- Social Media and your targeted audience.
- Blogs: Tapping Millions of Evangelist’s to tell your story.
- Audio and Video Drive Action
- Going Viral: The Web helps audiences catch the fever.
- The Content-Rich Website
- Marketing and PR in real time.
After reading Scott’s text, I gained a better grasp on my knowledge around marketing and public relations. I use to think that using social media was really risky and did more harm than good, but after reading through Scott’s ideas and examples I became more aware of the direction marketing and public relations practitioners are moving in. I now see all the great benefits and value in incorporating social media to meet my consumers at the level they are at.
I highly recommend anyone currently in the field or looking to study the field of public relations and marketing should read Scott’s text as it is a truly beneficial source of information.