Winning PR in the wired world [electronic resource] : powerful communications strategies for the noisy digital space / Don Middleberg.

Public relations: you've come a long way, baby
The four fast rules of communicating in the digital age
Advertising versus public relations: the unending debate
Who you are today may have no effect on who you are tomorrow: branding in the new economy
The currency of media
The new stakeholders
The CEO as celebrity
Damage control: managing online image
The internet as the essential crisis communications tool
Viral publicity
building community and awareness online
Online intelligence: the cornerstone to top-notch digital communications
A case study of online success: Britannica.com
Conclusion: what the future holds.