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

Intro -- Praise for The New Rules of Marketing & PR -- Title Page -- Copyright -- Dedication -- Foreword -- Introduction -- The New Rules -- Life with the New Rules -- What's New -- Writing Like on a Blog, But in a Book -- Showcasing Success -- 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 -- Advertising: A Money Pit of Wasted Resources -- One-Way Interruption Marketing Is Yesterday's Message -- The Old Rules of Marketing -- Public Relations Used to Be Exclusively about the Media -- Public Relations and Third-Party Ink -- Yes, the Media Are Still Important -- Press Releases and the Journalistic Black Hole -- The Old Rules of PR -- Learn to Ignore the Old Rules -- Chapter 2: The New Rules of Marketing and PR -- The Most Important Communication Revolution in Human History -- Open for Business -- The Long Tail of Marketing -- Tell Me Something I Don't Know, Please -- Bricks-and-Mortar News -- The Long Tail of PR -- The New Rules of Marketing and PR -- The Convergence of Marketing and PR on the Web -- Chapter 3: Reaching Your Buyers Directly -- The Right Marketing in a Wired World -- Let the World Know about Your Expertise -- Develop Information Your Buyers Want to Consume -- Big Birge Plumbing Company Grows Business in a Competitive Market -- Buyer Personas: The Basics -- Think Like a Publisher -- Staying Connected with Members and the Community -- Know the Goals and Let Content Drive Action -- Content and Thought Leadership -- Part II: Web-Based Communications to Reach Buyers Directly -- Chapter 4: Social Media and Your Targeted Audience -- What Is Social Media, Anyway? -- Social Media Is a Cocktail Party -- "Upgrade to Canada" Social Program Nabs Tourists from Other Countries -- Social Networking and Agility -- The New Rules of Job Search.