Marketing and Public Relations 

Marketing and Public Relations

Instructions/Descriptions

CONTENTS Cover Praise for The New Rules of Marketing & PR Title Page Copyright Dedication Foreword Introduction

The New Rules Life with the New Rules What’s New Writing Like on a Blog, but in a Book Showcasing Success

Part I: How the Web Has Changed the Rules of Marketing and PR Chapter 1: The Old Rules of Marketing and PR Are Ineffective in an Online World

Advertising: A Money Pit of Wasted Resources One-Way Interruption Marketing Is Yesterday’s Message the Old Rules of Marketing Public Relations Used to Be Exclusively about the Media Public Relations and Third-Party Ink Yes, the Media Are Still Important Press Releases and the Journalistic Black Hole the Old Rules of PR Learn to Ignore the Old Rules

Chapter 2: The New Rules of Marketing and PR The Most Important Communication Revolution in Human History Open for Business the Long Tail of Marketing Tell Me Something I Don’t Know, Please Bricks-and-Mortar News

The Long Tail of PR The New Rules of Marketing and PR The Convergence of Marketing and PR on the Web

Chapter 3: Reaching Your Buyers Directly the Right Marketing in a Wired World Let the World Know about Your Expertise Develop Information Your Buyers Want to Consume Big Barge Plumbing Company Grows Business in a Competitive Market Buyer Personas: The Basics Think Like a Publisher Staying Connected with Members and the Community Know the Goals and Let Content Drive Action Content and Thought Leadership

Part II: Web-Based Communications to Reach Buyers Directly Chapter 4: Social Media and Your Targeted Audience

What Is Social Media, Anyway? Social Media Is a Cocktail Party “Upgrade to Canada” Social Program Nabs Tourists from Other Countries Social Networking and Agility the New Rules of Job Search How to Find a New Job via Social Media Insignificant Backwaters or Valuable Places to Connect? Your Best Customers Participate in Online Forums—So Should You Your Space in the Forums Wikis, Listservs, and Your Audience Social Networking Drives Adagio Teas’ Success

Chapter 5: Blogs: Tapping Millions of Evangelists to Tell Your Story

Blogs, Blogging, and Bloggers A Blog (or Not a Blog) California Lawyer Blogs to Build Authority and Drive More

Business Understanding Blogs in the World of the Web the Four Uses of Blogs for Marketing and PR Monitor Blogs—Your Organization’s Reputation Depends on It Comment on Blogs to Get Your Viewpoint Out Their Work with the Bloggers Who Talk about You Bloggers Love Interesting Experiences How to Reach Bloggers around the World Do You Allow Employees to Send Email? How about Letting Them Blog? Not Another Junky Blog the Power of Blogs Get Started Today

Chapter 6: Audio and Video Drive Action Create Goodwill with Customers What University Should I Attend? The Best Job in the World Have Fun with Your Videos Audio Content Delivery through Podcasting Hack the Entrepreneur Podcast Delivers New Customers for Host’s Business Grammar Girl Podcast[Order Now]

Chapter 7: Going Viral: The Web Helps Audiences Catch the Fever

Minty-Fresh Explosive Marketing Monitoring the Blogosphere for Viral Eruptions Creating a World-Wide Rave Rules of the Rave Film Producer Creates a World-Wide Rave by Making Soundtrack Free for Download Using Creative Commons to Facilitate Mashups and Spread Your Ideas Viral Buzz for Fun and Profit

The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet Clip This Coupon for $1 Million Off Fort Myers, Florida, Home When You Have Explosive News, Make It Go Viral

Chapter 8: The Content-Rich Website Political Advocacy on the Web Content: The Focus of Successful Websites Reaching a Global Marketplace Putting It All Together with Content Great Websites: More Art Than Science

Chapter 9: Marketing and PR in Real Time Real-Time Marketing and PR John Green Thumps Tom Cruise Develop Your Real-Time Mind-Set Real-Time Blog Post Drives $1 Million in New Business the Time Is Now Chronicle Your Life and Business with Live Video Feeds Crowdsourced Support

Part III: Action Plan for Harnessing the Power of the New Rules Chapter 10: You Are What You Publish: Building Your Marketing and PR Plan

What Are Your Organization’s Goals? Buyer Personas and Your Organization the Buyer Persona Profile How Bako Develops Products Global Consumers Are Eager to Buy Reaching Senior Executives the Importance of Buyer Personas in Web Marketing in Your Buyers’ Own Words What Do You Want Your Buyers to Believe? Developing Content to Reach Buyers Marketing Strategy Planning Template the New Rules of Measurement

Asking Your Buyer for a Date Measuring the Power of Free What You Should Measure Stop Thinking of Content Creation as a Marketing Expense Obama for America Stick to Your Plan

Chapter 11: Growing Your Business: How Marketing and PR Drive Sales[Order Now]

It’s Time for a Sales Transformation How Web Content Influences the Buying Process Tips for Creating a Buyer-Centric Website Step 1: Sales Begin with Informational Content Step 2: A Friendly Nudge Step 3: Closing the Deal an Open-Source Marketing Model Salespeople as Content Curators Your Company’s Salesperson-in-Chief Educating Your Salespeople about the New Buying Process Registration or Not? Data from an E-Book Offer Close the Sale—Continue the Conversation Measure and Improve How a Content Strategy Grew Business by 50 Percent in One Year

HCM 320 Milestone One Guidelines and Rubric

Overview: After reviewing the requirements in the final project document, explore the four focus areas identified by the Robert Wood Johnson Foundation. From these broad topics, identify a specific public health issue to use as the basis for your final project presentation. For example, if you are interested in mental health as a broad topic, you may narrow your focus and select healthcare for veterans as your specific topic. Using the template provided, begin to compile important information and resources that you can use to develop your presentation.

Prompt: Select a specific public health issue to use as the basis for your final project presentation.

Specifically, the following critical elements must be addressed:

Identify and describe a specific public health issue. II. Describe the macro- and microeconomic forces related to your public health issue.

Determine key policies or regulations that currently apply to your public health issue. IV. Identify the perceived benefits and consequences resulting from the legislation supporting your public health issue. V. Identify the economic impact resulting from the legislation supporting your public health issue.

1. Provide links or citations for references that you will use to support your ideas regarding your public health issue.

Rubric Guidelines for Submission: Your introduction must be submitted as a completed worksheet.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value

Public Health Issue Identifies a specific public health issue for the purpose of a health issue presentation

Identifies a public health issue, but the issue is not specific

Does not identify a public health issue 15

Economic Forces Describes macro- and microeconomic forces that apply to a public health issue

Describes macro- and microeconomic forces, but it is not clear how the forces identified apply to the public health issue

Does not describe macro- and microeconomic forces

16

Policies or Regulations Describes economic policies or regulations that apply to a public health issue

Describes economic policies or regulations, but it is not clear how they apply to a public health issue

Does not describe economic policies or regulations

16

Benefits and Consequences

Identifies the perceived benefits and consequences resulting from the legislation supporting a public health issue

Identifies only the perceived benefits or consequences resulting from the legislation supporting a public health issue

Does not identify the perceived benefits and consequences resulting from the legislation supporting a public health issue

16

http://www.rwjf.org/en/our-focus-areas.html?cid=xsh_rwjf_em

Economic Impact Describes the economic impact resulting from the legislation supporting a public health issue

Describes the economic impact resulting from the legislation supporting a public health issue, but description lacks detail

Does not describe the economic impact resulting from the legislation supporting a public health issue

16

References Provides scholarly references to support ideas on a public health issue

Provides references that are not scholarly, or it is not clear how references will support ideas on a public health issue

Does not provide references to support ideas on public health issue

16

Articulation of Response

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

5

Total 100%

HCM 320 Milestone One Guidelines and Rubric

Rubric

Marketing and Public Relations

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