Welcome to the Third Edition of The New Rules
The four years since the first edition of The New Rules of Marketing & PR was published (and the nearly two years since the second edition) have been an absolute blast. I spend my time traveling all over the world speaking to groups about the new rules, spreading the word, opening people's eyes to the possibilities, and motivating them to change the ways they do marketing and public relations.
We've been liberated!
Before the web came along, there were only three ways to get noticed: buy expensive advertising, beg the mainstream media to tell your story for you, or hire a huge sales staff to bug people one at a time about your products. Now we have a better option: publishing interesting content on the web that your buyers want to consume. The tools of the marketing and PR trade have changed. The skills that worked off-line to help you buy or beg or bug your way in are the skills of interruption and coercion. Online success comes from thinking like a journalist and a thought leader.
The New Rules of Marketing & PR has sold remarkably well since its initial release in June 2007, remaining a top title for more than four years among thousands of books about marketing and public relations, and even making the BusinessWeek best-seller list multiple months. But wanna know the amazing thing? I didn't spend a single penny advertising or promoting it. Here's what I did do: I offered advance copies of the first edition to approximately 130 important ...