Online PR Expert Reveals the New Rules of PR and How to Reach the Media

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Shotgun-blasting news releases and blind pitches to hundreds (or even thousands) of journalists at a time doesn't work, says David Meerman Scott author of "The New Rules of Marketing & PR." Worse, it brands you as a bad guy. Based on interviews with dozens of journalists, Scott details the better approach to breaking through with the media.

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The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing & online media to reach your buyers directly

David Meerman Scott, online thought leadership strategist and author of "The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing & online media to reach your buyers directly" says the Web has changed the rules of PR and media relations.

"If you're still following the traditional PR techniques of emailing press releases and broadcast pitches to lots of people in your media database, I'm sure you're finding it ineffective," Scott says. "OK, that's the depressing news. The good news is that there are effective 'new rules' approaches that work very well to get your messages into the hands (and onto the screens) of reporters so they will be more likely to write about you. Don't forget that reporters are always looking for interesting companies, products, and ideas to write about. They want to find you. But they don't want spam email pitches."

Scott says that the most important thing is to pay attention to what individual reporters write about by reading their stories (and, better yet, their blogs) and to write specific and targeted pitches crafted especially for each journalist. "Why not start a real relationship with reporters by commenting on their blogs or sending them information that is not just a blatant pitch for your company," Scott says. "Become part of journalists' network of sources, rather than simply a shill for one company's message."


The Web has changed the rules. If you're still following the traditional PR techniques, you're unlikely to break through. So to be much more successful, consider The New Rules of Media Relations:

> Non-targeted, broadcast pitches are spam.
> News releases sent to reporters in subject areas they do not cover are spam.
> Reporters who don't know you yet are looking for organizations like yours and products like yours. Make sure they will find you on sites such as Google and Technorati.
> If you blog, reporters who cover the space will find you.
> Pitch bloggers, because being covered in important blogs will get you noticed by mainstream media.
> When was the last news release you sent to the wires? Make sure your organization is "busy."
> Journalists want a great online media room!
> Some (but not all) reporters love RSS feeds.
> Personal relationships with reporters are important.
> Don't tell journalists what your product does. Tell them how you solve customer problems.
> Does the reporter have a blog? Read it. Comment on it. Track back to it.
> Before you pitch, read (or listen to or watch) the publication (or radio program or TV show) you'll be pitching to!
> Once you know what a reporter is interested in, send her an individualized pitch crafted especially for her needs.

Scott's book The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing & online media to reach your buyers directly will be published by John Wiley & Sons, Inc. in June 2007. It contains dozens of case studies of how organizations of all kinds have succeeded with the new rules. The book, featuring a foreword by Robert Scoble, Vice President Media Development at, co-author of Naked Conversations, and one of the world's most popular bloggers at is available for pre-order at, and wherever business books are sold. ISBN: 0-470-11345-6

David Meerman Scott is an online thought leadership strategist. The programs he has developed have won numerous awards and are responsible for selling over one billion dollars in products and services worldwide. He has lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents. Check out his blog at


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