Once upon a time, we had to rely on someone else to tell the world about our service/product/candidate/program/opportunity. But then the Internet happened. And our ways to share expanded past paid advertising and indirect press mentions. Scott takes apart the way the world has changed and provides practical, step-by-step ways for marketers to understand the Internet. Given the rate of change, it's a tough subject for a book; this second edition was released in 2010 and is already dated with some specific social media tools. But it's a fantastic primer for those who have a message to share, and a good reminder for us all that our real audience is not the art department or the reporter, but our customers. I just never seem to actually finish reading this book as I tend to refer back to it from time to time as I find it to be an excellent resource book for press release marketing on the Internet. As time goes on, and the internet continues to evolve, I am sure the author will need to update the book with new editions, but I believe this book will stay on my resource book shelf for some time to come.
had to read this one for work, would have been better if we were a B2C company, or if it was 2004.
—Hmhhmh007
PR is easier now than ever before, and it works as a lead generator!
—yokyok
One of the first books that I've read on web 2.0 marketing.
—maryrose
Like eating cardboard that thinks its steak.
—pootl
Great read...
—alexkameron
