Old vs. New Rules of Marketing and PR

 

By: Anonymous

Prior to the Web, organizations had only two significant choices to attract attention: Buy expensive advertising or get third-party ink from the media. But the Web has changed the rules. The Web is not TV. Organizations that understand the New Rules of Marketing and PR develop relationships directly with consumers like you and me

The Web has opened a tremendous opportunity to reach niche buyers directly with targeted messages that cost a fraction of what big-budget advertising costs

The Web is different. Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it.

– The Old Rules of Marketing

  • Marketing simply meant advertising (and branding).

  • Advertising needed to appeal to the masses.

  • Advertising relied on interrupting people to get them to pay attention to a message.

  • Advertising was one-way: company-to-consumer.

  • Advertising was exclusively about selling products.

  • Advertising was based on campaigns that had a limited life.

  • Creativity was deemed the most important component to advertising.

  • It was more important for the Ad agency to win advertising awards than for the client to win new customers.

  • Advertising and PR were separate disciplines run by different people with separate goals, strategies, and measurement criteria.

The Web has transformed the rules, and you must transform your marketing to make the most of the Web-enabled marketplace of ideas. Today, organizations are communicating directly with buyers.

– The Old Rules of PR

  • The only way to get ink was through the media.

  • Companies communicated to journalists via press releases.

  • Nobody saw the actual press release except a handful of reporters and editors.

  • Companies had to have significant news before they were allowed to write a press release.

  • Jargon was okay because the journalists all understood it.

  • You weren’t supposed to send a release unless it included quotes from third parties, such as customers, analysts, and experts.

  • The only way buyers would learn about the press release’s content was if the media wrote a story about it.

  • The only way to measure the effectiveness of press releases was through “clip books,” which noted each time the media deigned to pick up a company’s release.

  • PR and Marketing were separate disciplines run by different people with separate goals, strategies, and measurement techniques.

None of this is true anymore. The Web has transformed the rules, and you must transform your PR strategies to make the most of the Web-enabled marketplace of ideas.

The Internet has made Public Relations public again, after years of almost exclusive focus on media. Blogs, online news releases, and other forms of Web content let organizations communicate directly with buyers.

 

Advertisements

About Amr Badran

An Egyptian Business Consultant and Corporate Trainer since 1997. I've trained on Management, Leadership and Soft Skills to thousands of people from many nationalities, backgrounds and professions in more than 10 countries across the Middle and Far East. Holder of an MBA and a Candidate for Doctorate in Business. Find more about my Management and Personal Skills Courses at AmrBadran.com and feel free contacting me at Amr@AmrBadran.com
This entry was posted in Business, Entrepreneurship, Marketing & Sales, Work. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s