Traditional versus New

Ever since I started studying my course (MA, Public Relations), I have been hearing about the way New media PR methodology is taking over Traditional one. But like they say, just hearing or practicing won't make you a thorough professional. Reading is the key. So I decided to read David Meerman Scott's book, The New Rules of Marketing & PR (published by John Wiley & Sons, 2007; 287 pages).
The objective of reading this book were simple - a) I am very keen to learn about new rules of PR using New media tools and b) I have to submit a book review as a part of my course assignment. So what better way but to start from here.



The book talks about reaching the consumers directly through the usage of new media channels rather than the traditional approach of advertising or press.The smaller picture that you get from the book is that traditional media probably does not work anymore. It's the day and age of New Media. It's the day and age of web power. The bigger picture that the author paints shows you the colours and strokes and the techniques of using new media as a powerful medium. The author is very vocal about this point and emphasizes that we (read PR practitioners) need not spend tens of thousands of dollars (or pounds) every month on media relations program aimed at a few journalists to cover us. Instead, we should be targeting the bloggers, online news sites, micro publications, public speakers, analysts etc to reach the target audience that are looking for what we have to offer. But he does not leave you there. The author guides you through the essentials of blogging, how can we use new releases, social networking sites, search engine optimisation, how to create effective virals. It's a great learning ground for students like me who are going through the learning curve.


The author makes a strong point that one has the power to reach consumers directly by passing the media filter. It seems that the trend is being followed by many companies and they seem to be certainly increasing their profits. The real life examples/ case studies provided are very informative and encouraging. But that also got me thinking that it can probably be said that this is the new way of attracting customers, generating interest and increasing profitability but Is it the only way? Probably not. There are still consumers in every nook and corner of the world like rural areas of India and China who are not online or people of the older generation in the UK or US, who would rather read the newspaper or watch tele to find out about different products and services. Does switching to new media completely not make us lose out on reaching these masses?

The other point that caught my attention was that the author states that Marketing and PR have a very blurred to non existent line between them on the web. Does that mean marketing and PR are merging? Alarming!

I leave you with this to ponder over...... because it certainly got me thinking.

But before I go away, I would like to add that this book is highly recommended especially if you are looking for a guide to learn about the benefits of using new media tools in your profession - PR or Marketing.

Random thoughts

I have no access to internet at home for the past 4 days and wont have access for another 4 days. It feels as if the life has come to a standstill ...I feel sad and paralysed. It's hard to imagine how dependent I have grown on using the internet and its even harder to imagine a life without it. I feel so lost that right now I would be a perfect model for the TV series Lost <>

That makes me think how did people operate when there was no internet and in fact it makes me wonder how do my parents manage without it even today. Although they seem to be doing just fine. BUT they don't know what they are missing out on me. My first pay cheque after I get a successful job is going to be spent on buying them a lap top and introduce them to this wonderland of worldwide web.

Anyway, must try and scan all my unread emails and return to blogging next week.

Review of an ebook

I am a sucker for latest happenings, knowledge, information, news (Call it whatever you like).That does not mean that I am the most well informed person on this planet (well not as yet), but if something interests me then I go to any lengths of finding more about the subject. And when I hear people around me talk about it and if they know more about it than I do, it bothers me. In a good way, of course. I am not suggesting that I go into a frenzy like a lunatic. Definitely not! But it persuades me to get more information and learn more and empower myself with more knowledge.

Any way, In my quest to learn more about this latest Viral phenomenon, I started reading David Meerman Scott's blog and was lead to his new ebook "The new rules of Viral Marketing: How word-of-mouse spreads your ideas for free." I immediately took to the title of the book and at the risk of sounding too melodramatic, might I say that I had this undying urge to read it straight away. To my surprise and Big Thanks to Mr Scott, the ebook can be downloaded for free from here.

DMS (David Meerman Scott) talks about the power of mouse in his book. He talks about the ways one can reach the consumers directly through viral techniques on the web. The book shares some good examples of success stories of different people such as Cindy Gordon of Universal Orlando Resort and how Viral marketing helped them make millions of bucks. The ways to use e books or YouTube videos for marketing or PR are the main highlights of the book. The concepts and techniques are explained in an easy to understand language and the content is interesting to read.

DMS leads you through the need, ideas and scope of Viral Marketing to the fact that not everything is guaranteed to go Viral. I particularly liked the insight from Chris Greendale, a general partner at Kodiak Venture Partners that DMS has shared in his book about the viral marketing Bell Curve.

The other interesting take away from the ebook is Hubspot. He defines Hubspot as "A provider used by small businesses to leverage search engines, get found by more prospects, and then convert a higher number of prospects into customers." The benefit of using Hubspot is outlined as tremendous value in learning how successful their site is at attracting visitors. I say, very beneficial.

The scope of PR or marketing through Viral tools is humongous if its done in the right way. Plus luck plays a very important role too, like in any other gamble of life. But, at the end of the day, it's free advertising, inexpensive, expands exponentially etc etc. All you need to begin with is time and creative ideas. And like DMS says in his ebook "What do you have to lose?". Really!

You either Twitter or you don't !

It's the latest fad. It's the new Facebook. It's the new Red. It's what's making the world go round these days. From Barack Obama to Jonathan Ross, from Starbucks to PepsiCo, from Journalists to PR professionals, from Antarctic circle to Arctic circle - Everyone is on it. It's the new voice of the world. It's the new universal language.

It's the new style - you either have it or you don't !!!

Twitter is proving to be a very successful PR tool. Last month, PR week reported the use of Twitter by ActionAid charity in it's campaign against Tesco and The Guardian reported Jonathan Ross discovering the wonders of twittering.Today Telegraph reported "Starbucks, Ford and PepsiCo turning to blog site Twitter for PR." And I am sure we all remember reading about Mike Wilson, a software engineer from Colorado, who found instant fame by tweeting about surviving a plane crash.

You don't need to turn on your TV or browse through newspapers to learn about the VERY latest happenings around the world. All you need to do is keep a close watch on Twitter feeds, those 140 magic characters that make or break news. And Need I mention, why did I stress on the word "very" ? If you still don't know why, read about Mike Wilson again.

Now, if you are wondering, how to use Twitter as a PR tool. Please don't stress yourself. I might have an answer for you, courtesy Corrine. I found it very informative, you might do as well. I say, definitely worth a dekko.

Please press on next button manually to go through the slides.

Rising star of today and tomorrow

"Public Relations is not just about media relations. Public Relations is about putting cool stuff on the web. It's about publishing content.....it's about driving viral aspects of your idea" says David Meerman Scott.

I totally second his thoughts. He stresses on the fact that you can now sell your ideas directly to the public, you don't have to go through media. It's all about creating online buzz.

And what better way of reaching the masses than the viral videos or podcasting? You could be a talented actor/singer without much luck and tight pocket. But then you put your Grey cells and creativity to use and create a video of showing your skills. Stick it on YouTube, spread it through emails, blogging etc and next thing you know is that you have been 'discovered'. Fast forward a few weeks, perhaps months and you are now a brand. Like the idea?

Viral videos tick all the boxes of being an effective and strategic PR tool. It's cost effective, track able, has a long life span, measurable and most importantly it's self advertising. Viral marketing through such mediums is all about energy, imagination and time. It's clever. It's Guerrilla marketing. I guess one of the reasons PR through viral videos is gaining popularity is because it makes a human connection and leaves a visual impact. One does not feel that he or she is being sold a product. It's not being imposed on you. It's a simple decision, you either watch the video or you don't. You either like it or you don't. But you have the power to make that decision. And we all like any form of power trip, no matter how big or small, don't we?

PR aided through Viral tools is here to stay. It's making a mark today and it will probably shape up our tomorrow.

And here is a reason and way to show your creativity to your loved one this Valentine's day. Let's get started.

And on that note I wish you all a very Happy New Year. May you find prosperity, success and peace in 2009. I know I will :)