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organization so we can learn directly from them. Following are chapters on specific areas of online content (such as blogging, online video, and social networking) and then more detailed how-to chapters. But before we move on, let me explicitly state the new rules of marketing and PR that we'll discuss throughout the rest of the book:

      • Marketing is more than just advertising.

      • PR is for more than just a mainstream media audience.

      • You are what you publish.

      • People want authenticity, not spin.

      • People want participation, not propaganda.

      • Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it.

      • Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the web.

      • PR is not about your boss seeing your company on TV. It's about your buyers seeing your company on the web.

      • Marketing is not about your agency winning awards. It's about your organization winning business.

      • The Internet has made public relations public again, after years of almost exclusive focus on media.

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      www.webinknow.com/2006/01/new_complimenta.html

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      itu.int

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      ford.com

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      dodge.com

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      forums.edmunds.com

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      sethgodin.typepad.com/seths_blog/2006/01/nonlinear_media.html

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www.webinknow.com/2006/01/new_complimenta.html

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itu.int

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ford.com

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dodge.com

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forums.edmunds.com

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sethgodin.typepad.com/seths_blog/2006/01/nonlinear_media.html

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kakslauttanen.fi/en

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cervelo.com

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opencycle.com

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opencycle.com/blogs

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thelongtail.com/about.html

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concretenetwork.com

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concretenetwork.com/decorative-concrete-contractors

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concretenetwork.com/photo-gallery/