Scott, D. M. (2022). The new rules of marketing and PR: How to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly (8th ed.). John Wiley & Sons.
Part I How the Web Has Changed the Rules of Marketing and PR
- Chapter 2: The New Rules of Marketing and PR (pp. 29-40). Learn how to adapt to the rapidly changing media environment and keep up with today’s communication revolution.
Part II Web-Based Communications to Reach Buyers Directly
- Chapter 5: The Content Rich Website (pp. 79-100). Understand how to identify and leverage the right communication tools to reach your target audience(s).
Part III Action Plan for Harnessing the Power of the New Rules
- Chapter 8: You Are What You Publish: Building Your Marketing and PR Plan (pp. 195-214). Learn to create meaningful communication messages matching your client/employer’s goals and objectives to your target audiences’ needs.
