In chap. ten of the New Rules of Marketing and PR, Scott talks about dismissing the four P's (product, place, price, promotion) in favor of direct marketing to the buyer. I can definitely see the benefits of both, but I am never one to advocate completely blowing off old ideas that have worked. The four P's has proven to be very successful for marketing, and so has talking directly to buyers for PR. I think use of one of these two strategies would depend on the research done and the audience you are trying to reach.
One of the reasons Scott can so easily dismiss the four P's is because he is not distinguishing between marketing and public relations. The two practices are unique not only in name, but also in their implementation and the way they connect to the public. The four P's is more of a marketing strategy, so using it in PR would not be as beneficial as directly connecting with buyers, because PR is more relationally focused. Likewise, directly connecting to buyers would not show the fruits of a four P's marketing campaign, because marketing is more qualitatively focused. There is a difference between the two, and both strategies can be useful as long as you keep them in context. To quote my dad, "There is a time and a place for everything."