New Rules Week 9

While reading this week, I didn't have any grand epiphanies or interesting realizations. The three chapters in The New Rules book basically outlined and briefly explained the basis for marketing and PR and their shift to the new rules of conducting business and relating to customers through social media. It further reinforced the importance of why we should care and what we should be doing.

A few quotes from David Meerman Scott stood out to me and seemed right on with the changing direction that PR is taking. In chapter 2 he says, "Unlike in the days of the old rules of interruption marketing with a mainstream message, today's consumers are looking for just the right product or service to satisfy their unique desires at the precise moment they are online." The word unique is important. PR needs to find ways to reach unique, targeted groups of people on a more personal level. The mass messages are useless and "try to reach everybody, but speak to nobody" as Scott says. Specifically targeting people that are most likely to use your product or sign up for your service is a no-brainer. And you have to use ways to reach them that are creative, direct, and easy to relate to. It takes work and research, but is worth it.

Scott's statement that "content drives action" is also very impacting. He says that, "Great content brands an organization as a trusted resource and calls people to action--to buy, subscribe, apply, or donate." I agree that what a company decides to portray and how they portray it affect how the consumer responds...obviously. But more isn't necessarily better. I hate visiting a site that overwhelms me. I'll tend to skip over those for sites that are cleaner and simpler but with meaningful content nonetheless. Instead of obnoxious flashy advertisements and pages jam-packed with links, pictures, and videos, organizations should strive for direct and classy. Of course their own style needs to be incorporated, but the disturbing flashiness needs to go.