David Meerman Scott’s The New Rules of Marketing and PR isn’t all that new (it was published in 2007), but it’s still a highly relevant account of how marketing and PR have changed – with important ramifications for entrepreneurs. Here are a few key takeaways:

Before the web, marketing was about branding and advertising. Think Chevrolet, spending millions to interrupt people watching TV or reading magazines, showing them messages with untargeted, untimely product pitches (“when you’re ready to buy a truck, make it a Chevy”). To participate, companies had to hire expensive ad agencies that generated creative campaigns designed primarily to win awards.

Before the web, public relations was not open to the public. Companies paid big bucks to PR firms to write press releases, get them in front of a handful of key reporters, and hope for a mention in an article or show (a “clip”). Big media companies controlled access to consumers, journalists decided what to write, and pricey, top PR firms whispered in their ears.

Founders with limited resources had little chance of winning these advertising and PR games. Fortunately, the rules have changed, leveling the playing field for entrepreneurs. To get attention, you no longer have to get past big media gatekeepers. Instead, you can reach niche audiences that care about your products via bloggers, websites, e-newsletters, and social media. And you can reach them yourself. Here are some tips:

• Break your potential customers down into sub-segments or “buyer persona profiles”, and study their interests, problems, needs and behaviors. Find out what websites, blogs, and newsletters they read, and which social network groups they join.
• Create insightful, authentic content in the form of blog posts, articles, white papers, podcasts, videos or tweets (Note: the book came out before Twitter exploded, so that’s my own addition). Give that content away to demonstrate your expertise, and draw potential customers to your site, where you can get them to participate in conversations, give you permission to contact them, and offer them products relevant to their needs.
• Go where your customers are, and engage them. Follow the blog posts and articles your customers read, and add comments that contribute to the discussions (don’t just pitch your wares). Your posts will show customers you know your stuff, and will also let you develop a rapport with the writers, so they’ll be more receptive when you approach them with your own stories.
• Participate in social media conversations within groups that include your customers. And monitor conversations to see what your customers are saying about you, and about themselves and their needs (note: try www.google.com/alerts and the running search function on www.tweetdeck.com).

Got ideas about how to use the web for marketing and PR? Please add your comments below.