[6] Writing for Forbes, Nick Morgan notes that "David is one of those select few people who saw and understood the social media phenomenon as it began..."[7] Scott is the author of several books, as detailed below.

[29] Writing for Fast Company, Wendy Marx cautions those who might be tempted to take the idea too far, "Don't ... spam reporters ... That will only backfire".

[30] Tracey Boudine criticizes the term because it is a mashup of news and hijack and thus "implies you’re doing something you’re not supposed to" and goes on to say there is no need for a buzzword and that PR professions should use the criterion "Does this elevate?"

[32] Real-Time Marketing and PR:How to Instantly Engage Your Market, Connect With Your Customers, and Create Products that Grow Your Business Now draws on Scott's earlier career as an up-to-the-second Wall Street trader, this book highlights how the timely creation of heart felt content can be more important than polished pieces with their long lead times.

Writing in BtoB Magazine, Christopher Hosford quotes Scott as saying, "The idea of real-time communication ... is the most interesting thing going on in b2b marketing right now".

[33] Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History was coauthored with Brian Halligan, CEO of HubSpot.

Scott Kirsner, reviewing the book in the Boston Globe,[34] mentions that the authors say they were inspired in part by an article in the Atlantic by Joshua Green.

While most bands tried to prevent bootleg recordings, The Grateful Dead actually encouraged fans to record their concerts and share them with their network, building a passionate community of fans called ‘Deadheads.’[36][37] Reviewing Marketing the Moon:The Selling of the Apollo Lunar Program for The Boston Globe, Carolyn Y. Johnson writes that the book documents NASA's success in placing the Apollo mission at front-of-mind of ordinary people[38] and The Wall Street Journal found the "decadelong surge of public interest in all things lunar" remarkable.

[39] Reviewing the book for The New Yorker magazine, Joshua Rothman contrasts the usual "derring-do" presentation of the Apollo program by observing: "Scott and Jurek see it as ... an attempt to convince America, and the world, of its own competence, intelligence, and courage.

[45] Scott and co-author Richard Jurek were consulting producers on the documentary film American Experience: Chasing The Moon by Robert Stone, which was based on the book[46] and which aired on PBS in July 2019 for the 50th anniversary of Apollo 11.

[48] Dan Schawbel interviewed the author about The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business for Forbes magazine and notes that instant communications wasn't instant, ease of researching products online, and ease of voicing a complaint about poor service have led to these new rules.

[53] Reiko Scott has a background in neuroscience and points out that the brain is wired such that human connection, such as fandom, depends on physical closeness.