Out with the Old, in with the New

In The New Rules of Marketing & Public Relations, David Meerman Scott explains how the web has significantly altered the practices of both marketing and public relations. He lists “The Old Rules of Marketing” and “The Old Rules of Public Relations,” then offers “The New Rules of Marketing and Public Relations.” Scott argues, “Before the web, organizations had only two significant options for attracting attention: Buy expensive advertising or get third party ink from the media. But the web has changed the rules...Organizations that understand the New Rules of Marketing and PR develop relationships directly with consumers…” (Scott, p.15). I agree with Scott’s proposal because I believe that the internet truly has transformed Marketing and Public Relations. More specifically, social media has transformed the way that companies and organizations communicate with consumers. “Blogs, online video, news releases, and other forms of web content let organizations communicate directly with buyers" (Scott, p. 21).

Old Rules of Marketing:

• “Advertising was one-way; company to consumer" (Scott, p.18).

This rule should be discarded because with the web, companies and organizations are able to communicate with the audience through various social media platforms and have two-way conversations. With this increased engagement, consumers will feel a stronger connection to the company or organization.

• “Advertising needed to appeal to the masses” (Scott, p.18).

I feel that this rule should also be discarded because I think it is more important for an advertisement to appeal to the target audience rather than the masses.

Old Rules of Public Relations:

• “The only way to get ink and airtime was through the media” (Scott, p. 22).

This rule should be thrown away because different social media channels including blogs, online video, and e-books allow companies and organizations to release news and information directly.

• “Advertising and PR were separate disciplines run by different people with separate goals, strategies, and measurement criteria” (Scott, p.22).

I believe that this rule should be discarded because with the web and various social media channels, it is important for both advertising and public relations to work closely with each other. Today, these two departments go hand in hand to communicate effectively and offer the best consumer experience possible. 

Reference:

Scott. "How the Web Has Changed the Rules of Marketing and PR."The New Rules of Marketing and PR. 4th ed. Hoboken: John Wiley & Sons, 2013. 13,15,16,18,22. Print.