The New Rules Book Review


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 Meer51-PDe-yIpL._SX331_BO1,204,203,200_.jpgman 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.

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David Meerman Scott

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.

SEO and Go

I was very excited to write this article – my job after graduation deals with a lot of SEO (or “Search Engine Optimization“) so getting extra practice in before I start is always something to smile about!

Donald Dunnington’s Hyper-Local SEO & Marketing pointed out some very specific takeaways I’d like to share regarding SEO:

  1.  Successful marketing starts with SEO: I never realized it, but SEO truly does start the marketing (and later, buying) process. It largely affects what B2B and B2C consumers see when they start their search for products or services. Getting the keywords right can mean big bucks for your company or office.
  2.  Sometimes (most times), literal translations won’t work: The euphemisms or cultural slang we use in South Jersey just won’t carry the same meaning in Germany. To combat this issue, translators must find the closest euphemism in the new language and translate that – if it even works with the marketing message anymore.
  3. Visual PR is very important:  At this point, it’s almost not enough to tell a good story with original content – readers want to see content driven by powerful visual stories as well. Impactful photos, illustrations, animation, videos and infographics all play a huge role on websites and in social media.

While these are only a few takeaways of what could be an enormous list, I feel they are the most important because while they’re simple, they act as doors to open huge possibilities. First, if no one can find you, the campaign is dead. Second, the MAC triad shows that an interruption between the audience and message (poor translation of keywords or message) kills a campaign. Third, readers’ attention spans grow infinitely smaller and must be caught by an interesting or evoking graphic to be held. Dunnington’s explanations of Hyper-local SEO and marketing really hit home the finite detail a communications professional must take in seeing a campaign to fruition.

What do you think the most important part of SEO is? Do you even think about SEO in the sphere of a PR campaign?

Book Review: Lisa Buyer’s “Social PR Secrets”

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Third Edition

Some might say Lisa Buyer’s book, Social PR Secrets: How to Optimize, Socialize, and Publicize Your Brand’s greatest value is the quality of information, but that truly comes second to a more impressive feat: Buyer’s easy-to-read chapters chock full of important and sometimes complex information. The writing style practices what Buyer preaches in her 300 or so pages. She clearly understands and has perfected her trade – communication – and uses her writing as a vehicle for her message: becoming a PR trendmaster in your company or industry.

Nicknamed by Sarah Evans, digital correspondent and author of [Re]frame: Little Inspirations for a Larger Purpose as the “communication professional’s modern-day handbook,” Social PR Secrets’ non-threatening format allows anyone to feel comfortable reading while they are exposed to tactical and practical public relations tips. Some of the best features of the book remain:

  • Tips and tricks for success on multiple platforms
  • The shift in media relations and press releases
  • A thorough resources list

Buyer treats readers to almost double the content as her second edition of Social PR Secrets, with new information that teaches readers how to traverse new online landscapes like Linkedin, Pinterest and Facebook and tips for online writing, like inviting

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Lisa Buyer: Speaker, journalist and educator on the trending topic of social media and SEO influence on PR.

guest writers to post on a blog. Social PR Secrets also makes it clear that rules for both media relations and press releases look nothing like they did 20 years ago. As if Buyer hadn’t given up all her knowledge already, she includes several glossaries in the back of the book like the “#SocialPRSecrets Twitter List” and the “Social PR Terminology Cheat Sheet.” These resources not only offer readers a chance to dive into the heart of social PR immediately but begin to cultivate thoughtful social media strategists out of all readers.

Truly, Buyer’s book Social PR Secrets is one of the best tools PR practitioners can have in their belts. It will sit on my shelf next to the AP Stylebook for years to come (or at least until the next edition is released!).

The New Rules

It may be close to graduation, but that doesn’t mean the learning stops.

I’m especially excited to look into a few of the “new rules” of media relations, press releases and more because my job after graduation (yay!!) really values the quality of life-long learners. It also expects employees to be at the edge of innovation when it comes to internet marketing, so I feel this post is incredibly fitting.

Looking to just a few “new rules,” I’ll analyze two: Craft a news release worth reading and Show your compassion for the community.


I chose to talk about writing quality news releases because I truly believe it’s one of the most important pieces of knowledge in the communications world. Who wants to read crap all the time? I know my eyes glaze over at the first comma splice. Learning how to write well and include quality content makes a world of difference.

More to this point – writing a news release about a “big news story” that tons of others have already covered isn’t good enough. Make sure the subject matter of your release is as important as the writing.


I’m excited to talk about this: Showing your compassion for the community vastly improves media relations and makes you (/your company) a whole lot more reliable. To others, you’re not just about dollars and cents anymore; you’re committed to increasing the social good to put out in the world.

This is close to my heart – for the last four years in PRSSA, I’ve been heavily involved in all the organization’s philanthropies. I knew when I applied to jobs, the company needed to be committed to helping others as well. I’m so proud to be an #FXer and become part of something much bigger than myself – this company gives 1000 times over of itself and involves every employee and department to making this world better. My favorite? The company-wide initiative #FXBuilds – a program that takes each department’s successes and turns it into a financial gain for a predetermined charity.


I only talked about a few aspects… there are literally dozens to talk about!

What is your favorite “new rule?” Is there a certain rule you notice yourself using the most, or maybe forgetting?

Sample Radio Release: St. Mary’s

St. Mary’s Children’s Research Hospital

Bryan, Texas

717-487-4513

Katarina DeFelice

Director of Public Relations

February 16, 2016 16:1

Hope in Bloom                                              

                                                                                                                                    (Time: 30 Seconds)

Today, St. Mary’s Children’s Research Hospital unveiled its new memorial garden, designed to relieve stress of St. Mary’s patients and families. Together with Target, St. Mary’s will host a Valentine Carnival at the memorial garden this weekend with food and music. St. Mary’s also announced the completion of the $1 billion, five-year hospital expansion that furthers research.

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Sample VNR: St. Mary’s

St. Mary’s Children’s Research Hospital

135 College Station Boulevard. Bryan, Texas 08028. 717-123-4567

Contact: Katarina Aleea DeFelice, Director of Public Relations 717-487-4513

 

EDITED STORY + B-ROLL AND EXTRA BITES

TRACK 1–VOICE-OVER ONLY** TRACK 2–NATURAL SOUND ONLY

 

CHILDREN’S RESEARCH HOSPITAL FOSTERS RENEWAL WITH NEW MEMORIAL GARDEN

(SUGGESTED INTRODUCTION)

St. Mary’s Children’s Research Hospital will host a Valentine-themed carnival this weekend at the Thomas and Rose Marie Donnelli memorial garden.

 

SCENE :20 seconds of memorial garden

VOICE OVER:

Today, St. Mary’s unveiled its new memorial garden that commemorates founders Thomas and Rose Marie Donnelli. Together with Target, St. Mary’s will host a Valentine Carnival in the garden this weekend to wrap the patients of St. Mary’s in love.

 

SCENE :20 seconds of the Valentine Carnival

VOICE OVER:

The carnival incorporates music, games and food with learning and celebration. The Blenders will perform as children and families munch on funnel cake, create love letter mailboxes and explore St. Mary’s $1 billion campus expansion and school redesign.

 

SCENE :05 seconds of ribbon cutting ceremony outside the St. Mary School

VOICE OVER:

Terri Donnelli, the founders’ daughter, thanked the community for its generosity.

 

SCENE :15 seconds of Terri Donnelli soundbite

VOICE OVER:

“From the bottom of my heart, I want to thank all those generous people who continue to work with the foundation to help us find cures and treatments for their devastating illnesses.”

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Sample News Release: St. Mary’s

St. Mary’s Children’s Research Hospital

Bryan, Texas 68134

1-800-STMARYS

Date: 16 February 2016                                                          Contact: Katarina DeFelice

For Immediate Release                                                          Director of Public Relations

                                                                                                                 (812) 123-4567

Hope in Bloom

BRYAN, TEXAS:  Pain. Suffering. Heartbreak. Three things St. Mary’s Children’s Research Hospital hopes to avoid for its patients. Instead, the world-renowned research hospital offers hope and renewal in an atmosphere surrounded by cascading waterfalls.

Today, St. Mary’s unveiled its new memorial garden designed to relieve the stress of childhood illness on residents and visitors. The garden commemorates founders Thomas and Rose Marie Donnelli and stands adjacent to the Italian American Helping Hand (ITAHH) pavilion.

This weekend, St. Mary’s and Target Department Stores host a “Valentine-ival” to brighten spirits and wrap the patients and families of St. Mary’s in love. The Target-sponsored, Valentine-themed carnival incorporates music, games and food along with learning and celebration. Local music group The Blenders perform as children and families munch on funnel cake, create love letter mailboxes and visit the new St. Mary’s School. Target resigned St. Mary’s School to better serve patients through bigger classrooms, new furniture and interactive SMART Boards™ .

St. Mary’s officials will also announce the completion of the $1 billion, five-year expansion that helps realize the dream of Thomas Donnelli that “no child should die in the dawn of life.” The expansion doubles St. Mary’s campus, modernizes radiation therapy in an adolescent setting and renews the commitment to family-centered care.

At the center of it all, the founders’ daughter Terri Donnelli smiles through tears of joy. “My parents are smiling in heaven knowing that today their dream to help children took a major step forward. From the bottom of my heart, I want to thank all those generous people who continue to work with the foundation to help us find cures and treatments for their devastating illnesses,” Donnelli said.

St. Mary’s Children’s Research Hospital opened in 1962 with Thomas Donnelli at the helm. The hospital treats more than 5,700 patients a year, publishes 700 papers a year and remains the only pediatric cancer research center where families never receive a bill for treatment.

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