We often learn about a company and a product through a magazine by those journalists and editors. However, what I have learned in PR class is that PR is now for buyers. A company or organization can communicate with buyers directly via Internet, especially social media. Therefore, the way of PR should be changed in order to be more effective and efficient.

2. Companies communicated to journalists via press releases.

As DMS’s book and Shari say, companies can communicate to journalists via blog, twitter, and other social media. Also, companies can communicate to their buyers, employees, partners, etc.

3. Nobody saw the actual press release except a handful of reporters and editors.

Nowadays, companies can post their press release on the Internet, and everybody around the world can see it. However, it is very important for companies to know how to optimize “search engine ranking.”

5. Jargon was okay because the journalists all understood it.

Obviously, everyone might see the release, so Jargon should not be used. Instead, companies should use words which all people can understand.

As I stated above, PR should be changed because of the Internet and social media. It seems that OLD Rules cannot be survived anymore.

For example, rule # 1 may no longer be applicable to internet users because of the capability of social media, but the “most effective” way to get publicity for products/services is still through mainstream media. There is a limit on the amount of exposure viral marketing, blogging and other social media tools can create for products/services. Successful marketing or PR campaigns must involve the mass media.

Furthermore, products/services cannot excel in or complete the growth stage of a product lifecycle without being pushed by the mass media. Before we discount the old rules of Marketing and PR in their entirety, let’s remind ourselves that roughly 25% of the US population does not have access to the internet and most internet users do not have time to surf or browse the web for things that they do not immediately need.

In addition to rule seven, which I strongly disagree with, I also believe that rule one, “the only way to get ink was through the media” no longer applies today for several reasons. Yes, ink is a great way to reach the media, however magazine and newspaper advertisements no longer seem to be the only way, especially due to the fact that no one is buying either of the two. Instead, people are flocking to their computers and are reading other’s blogs, Twitter pages, and are even accessing the magazines/newspapers online. I agree with you Shari, when you say, “we are all publishers and do not require the mainstream media to tell our stories,” but would like to add some of my own points in addition to your comment. Although the mainstream media does help to publish stories, it is not the only way to do so, as discussed previously. I think this Old Rule, without a doubt, no longer applies. After all, as DMS said in his book, “the big hits from getting to the little guy”. In my opinion, bloggers today have more power than mainstream media currently has. More importantly, would we even be questioning the Old Rules of Marketing and PR, if DMS did not decide to hand out advance copies of his book to bloggers? Highly doubtful. I think this example of DMS’s success shows how mainstream media is no longer the only way to get ink out there.

In conclusion, I could continue to elaborate on all of the rules, but for the most part, I agree with what you said in your blog. I do not think the Old Rules apply anymore as a result of the technological savvy world that we are living in. Furthermore, I must agree with Deidre when she says, “It’s not that the old marketing rules don’t work anymore; it’s just that the new rules work better” and believe she best sums up my feelings on the Old Rules.

My first impression of “marketing and PR” was totally old rules because I did not know that the Web and blogs are more effective than mainstream media because I am still influenced by mainstream media.

I think that ink is still useful material; however, it is not the ONLY way to through the media. As the Web develops, many people who are not journalists have an opportunity to read press release so that jargon just wo’t be effective anymore.