(Extracts plucked from the fabulous book “The New Rules of Marketing & PR” by David Meerman Scott )

The web has changed the rules. If you’re still following the traditional PR techniques for your venue, I’m sure you’re finding that they are ineffective. To be much more successful, consider these New Rules of Media Relations:

• Non-targeted, broadcast pitches are spam.
• News releases sent to reporters in subject areas they do not cover are spam.
• Reporters who don’t know you yet are looking for organisations like yours and products like yours – make sure they will find you on sites such as Google and Technorati.
• If you blog, reporters who cover the space will find you.
• Pitch bloggers, because being covered in important blogs will get you noticed by mainstream media.
• When was the last news release you sent? Make sure your organisation is ‘busy’.
• Journalists want a great online media room! Make sure you have great photos, videos, Biographies, recipes and NEWS!
• Some (but not all) reporters love RSS feeds.
• Personal relationships with reporters are important – find out who they are and endeavour to meet them.
• Don’t tell journalists what your product does, Tell them how you solve customer problems.
• Does the reporter have a blog? Read it. Comment on it. Track back to it (send a message whenever you blog on a subject that the reporter blogged about first).
• Before you pitch, read (or listen to or watch) the publication (or radio program or TV show) you’ll be pitching to!
• Once you know what a reporter is interested in, send her an individualised pitch crafted especially for her needs.

I loved reading this book in early 2008. It helped me grasp the direction PR & Marketing was heading in - in relation to new media techniques. I found it valuable to know how to integrate traditional Public Relations practices with the world of online Media and social networks.

Please look up more of David’s recourses on his website, his blog or follow him daily on twitter.