Real-Time Marketing and PR (PDF)

Launch effective real-time communications to win in today's
always-on world

Gone are the days when you could plan out your marketing and
public relations programs well in advance and release them on your
timetable. "Real time" means news breaks over minutes, not days. It
means companies develop (or refine) products or services instantly,
based on feedback from customers or events in the marketplace. And
it's when businesses see an opportunity and are the first to act on
it. In this eye-opening follow-up to The New Rules of Marketing
and PR, a BusinessWeek bestseller, David Meerman Scott
reveals the proven, practical steps to take your business into the
real-time era.

Find out how to act and react flexibly as events occur, position
your brand in the always-on world of the Web, and avoid
embarrassing mistakes and missteps. Real-Time Marketing and
PR will also enable you to:

* Develop a business culture that encourages speed over
sloth

* Read buying signals as people interact with your online
information

* Crowdsource product development, naming, and even marketing
materials such as online videos

* Engage reporters to shape stories as they are being
written

* Command premium prices by delivering products at speed

* Deploy technology to listen in on millions of online
discussions and instantly engage with customers and buyers

Scale and media buying power are no longer a decisive advantage.
What counts today is speed and agility. While your competitors
scramble to adjust, you can seize the initiative, open new
channels, and grow your brand. Master Real-Time Marketing and
PR today and become the first to act, the first to respond, and
the first to win!