Best selling author David Meeman Scott’s new book will be out next week but as usual, he’s been marketing and promoting it for some time.

Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now is already a best seller. Readers have been anticipating it because he’s built his tribe of followers and engaged them in many ways over the past few years.

In this video, Scott shows how two companies took advantage of a news event as it happened. When you watch it, think about how you can jump on stories related to your book in real time.