Spotlight customer reviews:
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Customer Rating: 
Summary: Extraordinary
Comment: This is an extraordinary book that belongs on the desk of every MBA grad in America. It gives you specific tips rather than just jargon and theories that you can put into practical use. It's caused me to rethink my whole marketing plans for my novels and has given me ideas of what I need to do to change my approach and become even more successful. (Jeff Rivera - Author of FOREVER MY LADY - Warner Books/Grand Central Publishing)
Customer Rating:
Summary: You can skip around the chapters and still get to the bottom line(s)
Comment: This book gives great details on new media. It was a great guide for quick references especially if you're looking for key words/summaries when describing new marking and pr opportunities in recommendation memos or presentations.
Customer Rating: 
Summary: New Rules Requiring "Old" Skills
Comment: Traditional PR is dead, what is important is creating compelling online content that will both bring search engine traffic and inspire traditional media to cover you, your product, your service.
That is the basic premise of the The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly."
The underlying belief is that the ability to speak directly to your "publics," the people you want to reach, has dramatically changed the landscape. We've moved from a media-centric communication model to an online model. The process has changed from traditional media relations (working with reporters to get your story out, hoping that they will get the facts straight) to directly getting your story out on your website, blog, podcast or YouTube video.
And, perhaps more importantly, the model has changed from one-way controlled communication to a two-way conversation.
This model has definitely worked for the author, who has been writing a blog for years, and has been consistently covered by the media as a direct result of his writing.
Interestingly, both the "new" and "old" approaches require many of the same skills. The ability to listen to your market. To convey the news, craft a story, and write intelligently. To be creative, persistent and consistent.
In those ways, the "new" rules highly depend on some "old" (and unfortunately scarce) skills. This book reminds all PR and marketing people (myself included) of the importance of those skills, whether we are doing traditional or "new" marketing and PR.
Customer Rating:
Summary: Exceptional Book
Comment: I've read probably 10,000 plus pages about marketing on the net. From articles, blog posts, eBooks, white papers, news releases and throw in a ton of video and audio.
I consider this book the most comprehensive and insightful of the lot.
The book is very "production-oriented." What I mean by that is that every facet of marketing and PR that David Scott discusses is presented from the viewpoint of your presence on the net being PRODUCTIVE. Not pretty, not snazzy, not high tech...PRODUCTIVE.
If you're selling a product or service, he gives solid advice on how to increase revenues. If you're interested in recruiting volunteers for a cause, the advice fits to get ACTUAL RECRUITS. And so on for virtually any kind of activity on the net.
Having an orientation of this kind is refreshing.
Customer Rating:
Summary: Must Read for Anyone in Marketing
Comment: In "the New Rules", David hits on this key point - to survive and grow as a company today, you must learn to create relevant content in new and compelling ways. There is an opportunity to communicate directly with customers now that the "middleman" of media is going away.
My copy is completely marked up, and I refer back to it religiously in regards to news release best practices, blogging and application stories. I strongly recommend.
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