Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 35

In PR, it’s not about clip books. It’s about reaching our buyers.

I was vice president of marketing and PR for two publicly traded companies, and I’ve done it the old way. It doesn’t work anymore. But the new rules do work—really well.

Instead of spending tens of thousands of dollars per month on a media relations program that tries to convince a handful of reporters at select magazines, newspapers, and TV stations to cover us, we should be targeting the plugged-in bloggers, online news sites, micropublications, public speakers, analysts, and consultants who reach the targeted audiences who are looking for what we have to offer. Better yet, we no longer even need to wait for someone with a media voice to write about us at all. With social media, we communicate directly with our audience, bypassing the media filter completely. We have the power to create our own media brand in the niche of our own choosing. It’s about being found on Google, Yahoo!, Bing, and niche content sites. Instead of writing press releases only when we have big news—releases that reach just a handful of journalists—we should be using techniques like newsjacking that highlight our expert ideas and stories. You will learn about newsjacking in Chapter 21.

To succeed in long-tail marketing and PR, we need to adopt different criteria for success. In the book world, everyone used to say, “If I can only get on Oprah, I’ll be a success.” Sure, I would have liked to be on The Oprah Winfrey Show, too. But instead of focusing countless (and probably fruitless) hours on a potential blockbuster of a TV appearance, wouldn’t it be a better strategy to have lots of people reviewing your book in smaller publications that reach the specific audiences who buy books like yours? Oprah was a long shot, but right now bloggers would love to hear from you. Oprah ignored 100 books a day, but bloggers run to their mailboxes to see what interesting things might be in there. Sure, it would be great to have your business profiled in Fortune or the Financial Times. But instead of putting all of your public relations efforts into that one potential PR blockbuster (a mention in the major business press), wouldn’t it be better to get dozens of the most influential bloggers and analysts to tell your story directly to the niche markets that are looking for what you have to offer?