The New New Rules of Marketing and PR

Either write something worth reading or
do something worth writing about.

— Benjamin Franklin

David Meerman Scott galvanized marketers a decade ago with The New Rules of Marketing and PR.

The book still makes everyone's list of "all-time favorites."

Scott's advice was premised on a sudden realization: gatekeepers had grown irrelevant.

If marketers only thought and acted like journalists, and exploited the popularity of websites and social media channels, their messages could "go direct" to customers.

Revolutionary thinking in the day.

But times change, the tragedy of the commons is inescapable, and rules wear out.

Content Shock is now Public Enemy Number 1.

The new new rules of marketing and PR are:

1. Don't create content. Create content customers want.
   
   
2. Don't create buzz. Create products that create buzz.