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. Reaching your buyers directly
II. Web-based communications to reach buyers directly
4. Blogs : tapping millions of evangelists to tell your story
5. The new rules of news releases
6. Audio content delivery through podcasting
7. Forums, wikis, and your targeted audience
8. Going viral : the web helps audiences catch the fever
9. The content-rich web site
III. Action plan for harnessing the power of the new rules
10. You are what you publish : building your marketing and PR plan
11. Online thought leadership to brand your organization as a trusted resource
12. How to write for your buyers
13. How web content influences the buying process
14. How to use news releases to reach buyers directly
15. The online media room : your front door for much more than the media
16. The new rules for reaching the media
17. Blogging to reach your buyers
18. Podcasting and video made, well, as easy as possible
19. Social networking sites and marketing
20. Search engine marketing
