Week 2 Discussion COMI_610

After reading the first two chapters of Scott’s 2013 book on The new rules of marketing and public relations, I can say without hesitation that I agree with his proposal. Scott (2013) makes a valid point that in today’s society, when people have a problem or a need, they often look first to the internet for information on how to fill this need. During this internet visit consumers often seek out information from a source such as a company website, but they are also looking for third party endorsements before making a decision on how to fill said needs. Before Web 2.0 and the social media boom there were limited opportunities for two-way and segmented messaging to consumers and as a result one-way messages were used to blast company information to the masses. However, Scott tells us that today, “traditional advertising is generally so wide and broad that it is ineffective” (p. 17).

In addition, Scott teaches us that organizations no longer need to rely on the media to share their organizations’ message. While mainstream and trade media are important aspects of a larger PR program, there are easier and more efficient ways to reach buyers (Scott, 2013, p. 21). Social media and the web make it possible for organizations to share their own story.

I also think it is important to note that Scott still recognizes the value in traditional media. “I don’t mean to suggest that all organization should immediately drop their existing marketing and PR programs…there is room in many marketing and PR programs for traditional techniques” (Scott, 2013, p. 15). He is simply saying that as forms of communication and information sharing change and develop, so too must businesses who wish to remain relevant.  

Scott (2013) is correct in saying that the following two rules of marketing are old and need to be reevaluated: “advertising needed to appeal to the masses” and “advertising was one-way: company to consumer” (p. 18).

In general consumers are overwhelmed with advertisements. Unless a message is hitting the right consumer at a time when they are in need of a product or service, it is unlikely they will take action. This is why mass appeals are a thing of the past. Scott (2013) tells us that “as the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers” (p. 30). One company who has had a great deal of success with target messaging is Amazon. A few clicks through Amazons website will result in a list of suggestions based on your current interest. If you make a purchase, you can expect a follow-up email asking about your satisfaction and suggestions for similar purchases. In relation to one-way advertising, targets are just a likely to learn about a company from someone in their social circle as they are to learn from the company itself. Social media has made sharing product and service experiences a popular way for consumers to get information. 

Scott is also correct in saying the following two rules of public relations are old and need to be reevaluated: “the only way to get ink and airtime was through the media” and “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” (p. 22).  As Scott (2013), says in chapter 2, “it’s not about clip books… it’s about reaching buyers (p. 35). Getting a story picked up by a news outlet doesn’t help a company if its target audience isn’t getting the message. Today “airtime” includes web and mobile impressions and any company can get them if they share a compelling and meaningful message to the right group at the right time.

The lessons shared by Scott in this reading will prove very helpful in my professional career. Whether managing my personal brand to that of an employer, an understanding of how social media can serve as a tool to keep brands relevant and top of mind is imperative.

Reference

Scott, D. M., (2013). The new rules of marketing & PR: How to use social media, online video, mobile applications, blogs, news releases & viral marketing to reach buyers directly (4^th ed.). Hoboken, NJ: Wiley.