Welcome to the new PR.

In the old, pre-Web 2.0 world, conventional wisdom held that it was necessary "to have significant news before you were allowed to write a press release." No more. The new rule, according to David Meerman Scott, our guest in Episode 19: The New Rules: "Don't just send press releases when `big news' is happening; find good reasons to send them all the time."

These new rules come from David's e-book, "The New Rules of PR," which has just been updated with a second edition. David also has written an upcoming physical book "The New Rules of Marketing & PR," which is due in June 2007.

In our interview, David talks about his new rules in the context of using press releases today -- with detailed examples such as how to use releases to drive individuals into the sales process -- and working with the blogosphere. It's a fascinating interview from someone with a fresh perspective on PR and marketing. Those interested in reading the e-book can download it for free at David's Web Ink Now blog. Enjoy the interview!