... strategy for reaching buyers directly D AVID M EERMAN S COTT The New Rules of Marketing and PR: How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly ... leader, and the author of the award-winning BusinessWeek best-selling book The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach ... these new journalists” with respect. Of course, magazines and newspapers are still vitally important, but in the new news cycle, the value of the media has shifted to adding context to the news...