The New Rules of Marketing and PR

David Meerman Scott's guide argues that organizations can now reach buyers directly online, putting relevant information before the people who need it for far less than traditional advertising costs. It sets out an action plan for using the web for PR, marketing and customer communication, with case studies and real-world examples, guidance for small and large organizations on web-based communication, and advice on cutting through online clutter. The latest edition adds platforms including Facebook Live and Snapchat. Entrepreneurs, business owners, marketers, PR professionals and nonprofit managers are the readers it addresses. It has sold more than 375,000 copies in twenty-nine languages and become an international best seller.

Kyrylo Taranenko, head of marketing at Y-Productive, advised picking up the revised edition; he found much of the advice obvious for his generation though he noted a few interesting cases and ideas about going viral.