Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 27

To harness the power of the web to reach buyers directly, you must ignore the old rules. Public relations is not just about speaking through the media, although the media remain an important component. Marketing is not just about one-way broadcast advertising, although advertising can be part of an overall strategy.

I’ve noticed that some marketing and PR professionals have a very difficult time changing old habits. These new ideas make people uncomfortable. When I speak at conferences, people sometimes fold their arms in a defensive posture and look down at their shoes. Naturally, marketing and PR people who learned the old rules resist the new world of direct access. It means that to be successful, they need to learn new skills. And change is not easy.

But I’ve also noticed that many enlightened marketing executives, CEOs, entrepreneurs, nonprofit executives, and professionals jump at the chance to tell their stories directly. These people love the new way of communicating with buyers and are eager to learn. Smart marketers are bringing success to their organizations each and every day by communicating through the web.

Here’s how to tell if the new rules are right for you. Consider your goals for communicating via marketing and public relations. Are you buying that Super Bowl ad to score great tickets to the game? Are you designing a creative magazine ad to win an award for your agency? Do you hope to create a book of press clips from mainstream media outlets to show to your bosses? Does your CEO want to be on TV? If the answers to these questions are yes, then the new rules (and this book) are not for you.

However, if you’re like millions of smart marketers and entrepreneurs whose goal is to communicate with buyers directly, then read on. If you’re working to make your organization more visible online, then read on. If you want to drive people into your company’s sales process so they actually buy something (or apply or donate or join or submit their names as leads), then read on. I wrote this book especially for you.