Foreword / Robert Scoble -- Introduction -- I. How the web has changed the rules of marketing and PR -- 1. The old rules of marketing and PR are ineffective in an online world -- 2. The new rules of marketing and PR -- 3. Reading your buyers directly -- II. Web-based communications to reach buyers directly -- 4. Social media and your targeted audience -- 5. Blogs : tapping millions of evangelists to tell your story -- 6. Audio and video drive action -- 7. Going viral : the web helps audiences catch the fever -- 8. The content-rich website -- 9. Marketing and PR in real time -- III. Action plan for harnessing the power of the new rules -- 10. You are what you publish : building your marketing and PR plan -- 11. Growing your business : how marketing and PR drive sales -- 12. Strategies for creating awesome content -- 13. How to write for your buyers -- 14. Social networking as marketing -- 15. Blogging to reach your buyers -- 16. An image is worth a thousand words -- 17. Video and podcasting made easy -- 18. How to use news releases to reach buyers directly -- 19. Your newsroom : a front door for much more than the media -- 20. The new rules for reaching the media -- 21. Newsjacking your way into the media -- 22. Search engine marketing -- 23. Make it happen

General adult

Format: eBook

Mode of access: World Wide Web