New Rules for Business Branding and Marketing with PR on the Internet

by Chris Brown on Tuesday, September 25, 2007

Public Relations professionals know that the whole world of PR has had a dramatic shift to the internet in recent years. To brand and market a business, a PR home run is not necessarily getting the big story published in the newspaper/magazine anymore. More important is getting the story picked up all over the internet so that it can result in geometric results and link back to the website for long lasting SEO.

Business marketing and search engine optimization are greatly increased when the story gets picked up in print — not so much because of the actual printed story — but because of the large on line circulation and page rank of most daily newspapers and industry publications.

David Meerman Scott of Webinknow (That’s Web Ink Now, not Web In Know - but I love the double entendre!) really does a great job of explaining the new rules of PR in his book called, what else, “The New Rules of PR”. You can download the early edition of The New Rules of PR as a complimentary copy as a PDF or buy the paperback “New Rules of PR” from Amazon of the updated version.

David referenced a great YouTube commercial by PRWEB.COM disguised as a how to video. This one is a must view!

Thanks David for the bringing it to my attention.’s Solar Toaster press release video really succinctly tells the new e-release story! Thanks HRMarketer for the original reference to the video. I love the clean graphics and simple story. Great use of Viral Video too!

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{ 4 comments… read them below or add one }

David Meerman Scott Wednesday, September 26, 2007 at 8:21 am

Hi Chris!

Many thanks for taking the time to write about my stuff here. I appreciate it. I think you are the very first person to understand my blog title and URL. I had originally wanted to go with just “Web Ink” but that URL was taken. So Web Ink Now was born in 2004. It wasn’t till a few months late that I noticed the double entendre. Wish I could claim credit for thinking of it in the first place…

Just a small clarification. The complimentary ebook on my site is “The New Rules of PR: How to use press releases to reach buyers directly” and the hardcover book is “The New Rules of Marketing and PR: How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly”.

You can see the differences in the titles and subtitles — the free ebook is all about how to use news releases and the hardcover book expands the ideas not only from online PR using news releases but to online marketing too using such things as vido (like the PRWeb example) plus blogs, podcasts, and other media.

Thanks again!

Cheers, David

Paul Dunay Wednesday, September 26, 2007 at 12:41 pm


Great minds think alike - I did a podcast with David this week covering some of the PR aspects of his book.

here is a link if you are interested

Stephen J. Hopson Sunday, September 30, 2007 at 9:55 am


I found you through Bizinformer and was intrigued by this particular YouTube video. I thought it was extremely well done and quite easy to understand. Being deaf, even if there were words throughout the video, I understood what they were saying b/c of the way it was done.


I’m learning the value of having a PR release for just about everything you do as a speaker, writer, author, pilot (that would be me) and putting out a PR release. It’s interesting and a new way to reach potential people.



Chris Brown Monday, October 1, 2007 at 9:53 am

Video takes a while to do, but has serious legs once you get the “hang” of it. Good luck to you.

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