David Meerman Scott has authored a great book- Real-Time Marketing and PR – for anyone looking to make an impact with their online marketing and public relations efforts in an increasingly wired world.
Forcing us to rethink the traditional corporate communications model, particularly it’s timelines and bureaucratic approvals structure, Meerman Scott makes a strong case for the benefits of seizing the moment. In order to do this effectively, the author correctly points out, businesses need to be:
- more agile
- prepared and trained to respond quickly
- less hierarchical
To me, Meerman Scott’s suggestions and strategies ring true – both in terms of the powerful social media tools that are now at our disposal, but also in terms of what I would call “guerrilla marketing”. It’s easier for smaller companies to be more responsive – so use this to your advantage. High profile, “viral” issues combined with rapid response capability allow you to leverage attention you might not otherwise garner. Start thinking – and acting – in real time, in addition to planning for the future.
Whether you are a small or medium-sized business trying to get a leg up on a larger competitor or a large business trying to get out in front of a potential PR mess – this is a book for you. I highly recommend it.