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.

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!).

Organization Station

Since ninth grade, I’ve over-involved myself to the point of exasperation because I just love experiencing a ton of different things. I graduated high school as part of 13 clubs and in my freshman year of college, joined seven different organizations. I quickly realized what clubs and organizations would actually be worth my time and now I’m down to about four.

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Actual, un-retouched footage of me when anyone needs anything

The leadership positions I’ve held in PRSSA (Public Relations Student Society of America) and AAF-NSAC (American Advertising Federation – National Student Advertising Competition) have taken up most of my time for the past two years and I had to learn how to multi-task quickly, or everything would come crashing down around me. I want to share a few ways that I employ to keep on top of my crap:

1. Make a dang list: I don’t care if it’s on a napkin, in your head or fleshed out in a complex, color-coded spreadsheet; just make one. This is continually my first piece of advice to people who feel stressed or disorganized. Personally, I just shut down if I feel too overwhelmed and don’t know where to start with all my work. Additionally, your to-do list might not be as soul-crushing as you first thought when you plan out the measures you’ll specifically take to complete a task (thank you Lucas – this advice saved my freaking life).

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2. Follow up: If you’re in a leadership position, make sure (you put it on your to-do list and) you follow up with the people you’ve delegated to. I can’t tell you how many times I’ve had to half-ass a part of a group project at the last minute because someone dropped the ball. And I’ll be honest, sometimes I was the one who dropped the ball (because it wasn’t on my to do list). As a leader, the end result reflects on you. Even though it wasn’t “technically” your responsibility to call maintenance for more chairs,  you should have double-checked that it happened.

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3. Plan ahead: I’m not sure if there’s a worse feeling than coming into a class and realizing you completely spaced on that 3 page paper that’s due and there’s no way to make it up. Instead of taking a break by watching Netflix or surfing Facebook, use 15 minutes to map out the due dates and deadlines of projects. If they’re incredibly important, consider setting an alarm on your phone to remind you to have it done. This advice works in more ways than one, too! I’m currently following a strict diet, so I need to plan out my meals in advance to ensure I stick to it. Because it focuses on protein, carbs and healthy fats, I’m not able to pop into 7-11 for a cheese-stuffed soft pretzel and bottle of water to get me through the day.

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4. Take time for yourself: At the end of the day, nothing is more important than you. While it might seem noble (or even impressive) to skip a meal or two because you’re just so busy, realize that’s not healthy and  plan ahead to bring food with you if you know you’re going to be on the run that day. In addition, set a time for yourself that you stop responding to emails at night. For me, it’s right after I’ve showered and gotten into bed. At that point in the night, I’m ready to relax and go to sleep. I don’t even look at my phone when it buzzes anymore.

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What do you think about this list? How do you keep yourself organized and on-track to complete your goals? Let me know in the comments!

PS – sorry for the double Parks And Rec gifs, but Leslie Knope is legitimately my professional spirit animal. My personal, if you’re wondering, is a mix of Jessica Day and Phil Dunphy with a hint of Disney Princess.

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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Baby I’m Back!

I started school this month… I’m a junior in college!

A JUNIOR.

That means I have to win at everything for the next two years and hopefully I get a job that helps me put a dent in my student debt and save me from an overwhelming downward cycle of working in retail and crying at the bank.

But it also means I’ve collected lots of knowledge and experience, (generally) know what I should do and what I shouldn’t do, and still procrastinate because homework sucks.

This year, I’m the Vice President of my school’s chapter of the Public Relation Student Society of America. I plan meetings, invite speakers, coordinate schedules and publicize our club and events wherever and whenever possible. Disney taught me a lot of responsibility and time management. Even though I work best under pressure, I know how to get things done in a timely manner.

I’m really excited to see what this year holds. I actually really enjoy taking 6 classes (and I still ended up with a breezy schedule!), and I’ve limited my organizations to just two or three… okay, four. But it’s better than the seven I tried to do last year!

Blossoming in my PR career, I understand just how important an online presence is. I also have used this blog for a few classes already, so I already know it comes in handy.

Keep an eye out for more posts, I’ll be covering the events in Philly when the Pope comes in just a few weeks! And don’t forget to never grow up!

Special remembrance for those who gave their lives fourteen years ago. The entire world was rocked by such ruthless hate and terrorism. I thank God every day I was able to keep my family, but pray especially today for those who weren’t as lucky. If you see a service member of any branch, please reach out to them and thank them for the incredible sacrifices and risks they make for others.