David Meerman Scott Books

Every story follows a rhythm: it breaks, explodes, matures, and fades. Understanding this news life cycle is fundamental to newsjacking. When a story breaks, journalists scramble to gather background, find sources, and add context. For a few short hours—or sometimes minutes—there’s an enormous appet...

From Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage

Newsjacking begins with awareness. Great newsjackers are relentless news consumers, scanning not just mainstream outlets but emerging stories across social networks and niche communities. The key is pattern recognition—seeing where a story might intersect with your world before others spot the conne...

From Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage

A surprising truth sits at the center of modern marketing: many organizations still communicate as if the internet never happened. For decades, marketing meant buying attention through ads, while public relations meant earning attention by convincing journalists to tell your story. In that world, a ...

From The New Rules of Marketing & PR: How to Use News Releases, Blogs, Podcasts, Viral Marketing, and Online Media to Reach Buyers Directly

The most effective sales pitch often does not sound like a sales pitch at all. Scott emphasizes that online content is not filler or decoration; it is the core way organizations earn attention, build credibility, and attract buyers. In the digital environment, content functions as a permanent, searc...

From The New Rules of Marketing & PR: How to Use News Releases, Blogs, Podcasts, Viral Marketing, and Online Media to Reach Buyers Directly

One of Scott’s most influential ideas is that the news release should no longer be written only for journalists. In the traditional model, a release existed mainly to persuade the press that a company announcement was worth covering. That led to stiff language, inflated claims, and little value for ...

From The New Rules of Marketing & PR: How to Use News Releases, Blogs, Podcasts, Viral Marketing, and Online Media to Reach Buyers Directly

If your marketing is meant for everyone, it rarely resonates with anyone. Scott stresses the importance of buyer personas because relevance is the foundation of effective digital communication. A buyer persona is a detailed profile of a specific type of customer, including goals, frustrations, infor...

From The New Rules of Marketing & PR: How to Use News Releases, Blogs, Podcasts, Viral Marketing, and Online Media to Reach Buyers Directly