The new rules of marketing & PR : how to use social media, online video, mobile applicationas, blogs, news releases, and viral marketing to reach buyers directly

Abstract

Part I: How the Web has changed the rules of marketing and PR -- Chapter 1. The old rules of marketing and PR are ineffective in an online world -- Chapter 2. The new rules of marketing and PR -- Chapter 3. Reaching your buyers directly -- Part II: Web-Based communications to reach buyers directly -- Chapter 4. Blogs: Tapping Millions of Evangelists to Tell Your Story -- Chapter 5. The New Rules of News Releases -- Chapter 6. Audio Content Delivery through Podcasting -- Chapter 7. Forums, Wikis, and Your Targeted Audience -- Chapter 8. Going Viral: The Web Helps Audiences Catch the Fever -- Chapter 9. The content-rich website -- Part III: Action plan for harnessing the power of the new rules -- Chapter 10. You are what you publish: building your marketing and PR plan -- Chapter 11. Online Thought Leadership to Brand Your Organization as a Trusted Resource -- Chapter 12. How to write for your buyers -- Chapter 13. How Web Content Influences the Buying Process -- Chapter 14. How to Use News Releases to Reach Buyers Directly -- Chapter 15. The Online Media Room: Your Front Door for Much More Than the Media -- Chapter 16. The New Rules for Reaching the Media -- Chapter 17. Blogging to Reach Your Buyers -- Chapter 18. Podcasting and Video Made, Well, as Easy as Possible -- Chapter 19. Social Networking Sites and Marketing -- Chapter 20. Search Engine Marketing -- Chapter 21. Make It Happen.