186606 Resource 81701 49412 49412 1192566612147 1192566612147 Controlled Marketing vs Advertising vs New Media

The more things change the more PR has to change

I could not have said it better myself - David Meerman Scott ( he of The New Rules of PR) <a href="http://www.webinknow.com/2007/10/forrester-resea.html">took Forrester to task</a> for confusing advertising with marketing in a new research report. <blockquote dir="ltr" style="MARGIN-RIGHT: 0px">Businesses certainly don't need to trade CMOs who know TV ads with those who know how to run banner ads on YouTube and Facebook. Instead, we need CMOs who know how to resonate with potential customers, says David.</blockquote>I have often used ad spend as an indicator - after all companies only put their ads where they know they'll be seen by their target audience.  But David's point about learning how to make a  successful YouTube video rather than put your same old, same old ad on a video really hits the spot.<blockquote dir="ltr" style="MARGIN-RIGHT: 0px">OLD RULES -- buy your way in with advertising and beg your way in with the media NEW RULES -- publish your way in on the Web for free</blockquote>Every PR practitioner needs to learn to think like a publisher.  Offer content that has value.  The number one reason given for reading blogs is 'to get infomation I can't find elsewhere.'Way back in 2005 Forrester said that if you do nothing else with RSS feeds you should add it to your press releases.  A very good piece of advice.  Yet David reports that <a title="us interactive report" href="http://www.forrester.com/ER/Press/Release/0,1769,1175,00.html" target="_blank">this press release on the Forrester website</a> can't be found in a Google search,  Ouch!There is a right way and a wrong way to release SEO optimized releases online. The release does indeed show up on many other sites, but Forrester's site doesn't feature in the first ten results on Google. One reason could be that the page on their site is not optimized for search.Make sure your newsorom offers the features journlaists most want.  And that your content will be indexed and found in the Web and News Search engines. 10 application/xml false ad spend news search online PR web search Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 5.1; .NET CLR 1.1.4322; .NET CLR 2.0.50727) 127.0.0.1 127.0.0.1 sally false true false false true 177676 false false true false false false true 186719 Resource 177676 173239 49412 1192652604085 1219685166824 Controlled Thanks for spreading

Sally, Thanks for picking up on this and running with it. I am surprised it hasn't gotten more play. Take care, David 10 application/xml false Mozilla/5.0 (Macintosh; U; Intel Mac OS X; en-US; rv:1.8.1.7) Gecko/20070914 Firefox/2.0.0.7 127.0.0.1 127.0.0.1 false true false false true 81701 blog blogsite/Falkow/web