New Rules of PR in action – yes they really work!
If you’ve been reading our blog for a while, you’ll know that we really like the books The New Rules of Marketing and PRby David Meerman Scott and Inbound Marketing by Brian Halligan and Dharmesh Shah.
I have thoroughly enjoyed putting many of their recommendations into practice. Yes they really do work and this is my favourite experience so far.
The invite to our recent Email Marketing Secrets event was sent out to our subscribers and on the same day a journalist from Fairfax Digital – who wasn’t on our database – contacted us for an interview about an article he was writing.
No press release, no cold call, no PR agency – just the journalist contacting us!
How did it happen?
Good question and it was simple actually. The journalist had our email forwarded to him by a friend who thought he’d like it. And he did!
This type of scenario is exactly what you are looking for.
In The New Rules of Marketing and PR Meerman Scott encourages you to use the web to publish useful and interesting information about topics that journalists want to write about too. And in Inbound Marketing the authors advocate having content that attracts people you to your website (or facebook page or twitter or blog) rather than interrupt people with traditional outbound marketing.
By using the ‘new rules of PR’ you can attract people to your organisation using ‘inbound marketing.’ It does work!
What’s the secret?
As David, Brian & Dharmesh would say “create & publish content that people are interested in!”
The article was published on the Sydney Morning Herald website and then syndicated on the The Age, Brisbane Times, WA Today and several independent blogs. And the article has been tweeted 41 times so far.
Not only was the coverage itself excellent, but because the article contained a back link to our website, it had the secondary effect of strengthening our search engine rankings too.
Have you also had an experience like this?
Have you read a book, put something from it into practice and then had it ‘work’ like you’d hoped?