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The New Rules of PR: How to Use Press Releases to Reach Buyers Directly

David Meerman Scott
Roy Young
Thu., Jun. 29, 2006, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 4 star(s)

The Web has changed the rules for PR. With the ability of millions consumers around the world to read press releases directly on Web sites like Google News, Yahoo! News, and via vertical market sites and search engines, marketers must fundamentally alter the way they write and distribute their press releases. Thatís not to say that having mainstream media write about your organization isnít important. It is. But newspapers, magazines, radio, and TV are now icing. To take advantage of the cake, focused organizations leverage the power of PR 2.0 via press releases to distribute ideas directly to the market.

This seminar will demonstrate how savvy marketing professionals develop a direct-to-consumer PR strategy, segment buyers and write press release content to reach them, and distribute press releases via the Web. The media has been disintermediated. The Web has changed the rules. Buyers read content directly and marketers need to be talking their language. The primary audience for PR and marketing messages is no longer just a handful of journalists; it is millions of people with Internet connections and access to search engines and RSS readers.


David Meerman Scott is a writer, consultant, conference speaker, and seminar leader. Davidís latest book Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers Into Buyers is a riff on using Web content to drive revenue and other action from Web site visitors. In his consulting work, David specializes in using online content to market and sell products and services to demanding customers worldwide. As an award winning marketer, writer and communicator, Scott has developed online marketing programs responsible for selling well over one billion dollars of products and services. He has lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents.

Scott is a contributing editor for Econtent Magazine, where his column, After Thought, explores Web marketing issues. Davidís writing has appeared in diverse publications including, Product Marketing Magazine,, BusinessWeek, Competitive Intelligence Magazine, North American Review and many others. He is also an instructor for the Pragmatic Marketing Effective Marketing Programsô seminar. The two-day seminar explores the outbound marketing roles, priorities and processes that characterize market-driven technology companies.

Who Should Attend?

This seminar will help anybody who wants to reach buyers online. While PR professionals will benefit from participating, this is not just for PR peopleóall marketers will find value.

What Will You Learn?

  • Ye Olde PR Rules and why your organization probably still follows them
  • The new rules of press releases to reach buyers directly
  • Why business owners, marketers and PR professionals need to learn the new rules
  • How to develop a thought leadership strategy to create press release content
  • How to reach your buyers with a targeted message
  • How to bypass the media by thinking like they do
  • How to distribute press releases via newswires
  • How to distribute press releases on your organizationís site
  • How to create RSS feeds of your press release content
  • How to leverage mainstream media interest in your organization
  • Authentic PR 2.0 at Work: Case examples of companies that have been successful with a direct-to-consumer press release strategy.

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