Cluetrain Manifesto
I think online PR is as much about understanding the nature of the internet - the drivers that shape it. A core Driver is how humans have a need to share and find the truth on things that are important to them.The Cluetrain Manifesto gives you a philosophical backdrop on this. It's like a business case. Its primary assertion is that markets are conversations. This simple principle is core to online PR and online marketing.
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter--and getting smarter faster than most companies.
Once upon a time broadcast media ruled. Then the internet arrived and suddenly people began talking to each other. This peer to peer 'chatter' was simply the usual process 'referring to a friend', but without time or geographic boundries.
So if you come from the old school of disruptive marketing and you want to get a handle on this new frontier, read the manifesto.
The site
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