I think Brian Kardon (CMO, Lattice Engines) sums it up best in Chapter 24: Make it Happen: “…you can’t outrun the ball. For a certain amount of time you can, but you’ll get to a point where someone asks a technical question or something with a little more depth, and if you haven’t done it, you’re not going to be successful.”
David Meerman Scott expertly frames the industries biggest changes and persuades his readers that it’s the new way or the highway. Some books present information while others will just try to convince readers why they have to change, but Scott’s New Rules of Marketing & PR does both in an non-obtrusive way that leaves the reader wanting more. In an increasingly digital world, Scott shows his audience how changing with the times not only gets your company “up to snuff,” but propels it forward.
The New Rules offers both solutions to problems and a “how-to” of sorts to get started. Similar to Lisa Buyer’s Social PR Secrets, the book provides information and tips in an easy-to-read form with applicable examples that make it easy for both the newbie and seasoned professional to understand. The tone isn’t patronizing and patient with readers and Scott painstakingly walks through each “new rule.”
Kardon said it right: “…if you haven’t done it, you’re not going to be successful.” The New Rules of Marketing & PR ensures your success by teaching, showing and engaging readers how digital they can be.