Mr. David Meerman Scott's ideology "The New Rules of Marketing and PR" is that marketing and public relations (PR) is vastly different on the Web than in mainstream media.
He says that the "old rules" of mainstream media (which he asserts do not work on the Web) are about "controlling a message". And the only ways to get the message into the public is to use mainstream media by buying expensive advertising or begging the media to write about you.
He says that the rules of marketing and PR on the Web are completely different.
Instead of buying or begging your way in, Mr. Meerman Scott says anybody can earn attention by "publishing their way in" using the tools of social media such as, blogs, podcasts, online news releases, online video, viral marketing, and online media.
He believes that, with few exceptions, marketers gain the best return on their investment in content creation when they choose "ungated" publication
How to do this?
Mr. David Meerman Scott has cited an example in the interview I had with him.
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