I think this has to be my all time favourite communications book, and if you haven’t read it for yourself, it’s a very worthwhile use of your time, whether you’re a marketing or communications professional, or you work on these tasks as part of the overall running of your business.
I first bought the second edition back in 2010 for my master’s in communication, and recently went on to get the much expanded fourth edition, after carefully combing the contents pages and deciding that there was enough new content to warrant the extra investment.
The book is divided into clear and easily digestible sections on subjects including social media, blogs, video, news releases, viral marketing, mobile and search engine marketing. It details, through absorbing and compelling case studies, how you can build your credibility and reputation with these techniques and many others.
Whereas marketing, PR and digital may all be regarded as slightly separate concerns by some, the author, David Meerman Scott, throws these rules out of the window and shows how everything is much more interconnected as a result of the online opportunities that have so rapidly emerged in recent years.
I read many books on content and digital marketing, but this one always inspires me the most. It makes me want to roll up my sleeves and get stuck in on whatever project I have in mind at the time – and for this reason, it’s probably not the best one to be reading just before you go to sleep at night (your mind will be buzzing with too many ideas in the small hours!). And although it’s a marketing book, it only contains practical, down-to-earth inspiration, with no tricky or abstract marketing models involved.
One problem I have with the title of this book is that it talks about the ‘new rules’ of marketing and PR, which haven’t now been new rules for some time. In fact, I think we’re getting to the point where people are working in the industry who haven’t known anything else (i.e. an environment without computers, social media, smart phones and the whole socially interconnected digital experience) so it may be time to start letting go of the ‘old’ vs ‘new’ way of doing things argument.
That said, I will be revisiting ‘The New Rules of Marketing and PR’ again and again, because it is just a brilliant source of inspiration and motivation, and dipping in and out of it, I see something new I can use every time.
Do you have a favourite book on digital that you just can’t put down? You can share it with us by leaving a comment below.