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This book expands beyond PR to include online marketing, viral marketing and leveraging content, areas which are converging. A series of real-world examples are included to demonstrate these methods. It provides Interesting and useful reading, although it has some flaws.

The author provides specific guidance for understanding buyer personas, using content to position your company as a thought leader and writing content that will resonate with your buyers. There are also practical chapters on blogging, podcasting and leveraging social networking sites.

Unfortunately, he spends too much time promoting press releases as the best way to reach blog readers, and also ignores legal and market constraints that control  corporate communications. Moreover, many “rules” are generalised from examples that are specific to a group of buyer personas.

Despite of these flaws, it is useful reading. For traditional marketers and executives, the book is an accessible guide to the emerging models. For seasoned online marketers, it serves as a good check-list.

• Author: David Meerman Scott
• Hardcover: 304 pages
• Publisher: Wiley (June 4, 2007)
• Language: English
• ISBN-10: 0470113456
• ISBN-13: 978-0470113455