Foreword -- Introduction -- How the web has changed the rules of marketing and PR -- The old rules of marketing and PR are ineffective in an online world -- The new rules of marketing and PR -- Reaching your buyers directly -- Web-based communications to reach buyers directly -- Blogs : tapping millions of evangelists to tell your story -- The new rules of news releases -- Audio content delivery through podcasting -- Forums, wikis, and your targeted audience -- Going viral : the web helps audiences catch the fever -- The content-rich web site.

Action plan for harnessing the power of the new rules -- You are what you publish : building your marketing and PR plan -- Online thought leadership to brand your organization as a trusted resource -- How to write for your buyers -- How web content influences the buying process -- How to use news releases to reach buyers directly -- The online media room : your front door for much more than the media -- The new rules for reaching the media -- Blogging to reach your buyers -- Podcasting and video made, well, as easy as possible -- Social networking sites and marketing -- Search engine marketing -- Make it happen -- Acknowledgments -- Index -- About the author.