The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
From the AuthorAuthor David Meerman ScottForget What You Know About PR: The New Rules of Media RelationsIf you’re still following the traditional PR methods, I'm sure you're finding that they are much less effective.  To be much more successful, consider and use the new rules of media relations:• Non-targeted, broadcast pitches are spam.• News releases sent to reporters in subject areas they don't cover are spam.• Reporters who don't know you yet are looking for organizations like yours and products like yours- make sure they will find you on sites like Google and Technorati.• If you blog, reporters who cover the space will find you.• Pitch bloggers, because being covered in important blogs will get you noticed by mainstream media.• When was the last news release you sent?  Make sure your organization is busy.• Journalists want a great online media room.• Include video and photos in your online media room.• Some (but not all) reporters love RSS feeds.• Personal relationships with reporters are important.• Don't tell journalists what your product does.  Tell them how you solve customer problems.• Follow journalists on Twitter to learn what interests them.• Does a reporter have a blog?  Read it.  Comment on it.  Track back to it (send a message whenever you blog about a subject that the reporter blogged about first).• Before you pitch, read (or listen to or watch) the publication (or radio or TV show) you'll be pitching to.Once you know what a reporter is interested in, send them an individualized pitch crafted for their needs.