Scott’s ideology “the new rules of marketing & PR” is that marketing and public relations is vastly different on the Web than in mainstream media. He says that the “old rules” of mainstream media (which he asserts do not work on the Web) are about “controlling a message” and the only ways to get the message into the public domain using mainstream media is to buy expensive advertising or beg the media to write about you. He says that the rules of marketing and PR on the Web are completely different. Instead of buying or begging your way in, Scott says anybody can “publish their way in” using the tools of social media such as, blogs, podcasts, online news releases, online video, viral marketing, and online media.
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