This is an average book covering different aspects of new media and how it can be used for basic PR purposes. The book covers such things as RSS feeds, podcasts, blogs and how press releases are changing. These topics are covered, however not too many useful things will be learned.
Breakenridge does have one interesting part in this book and that is about interactive newsrooms. This is a topic that isn’t given that much coverage, so if you are in the PR world and want to know about how it is changing than this section might be useful. The gist of this section is that many editors no longer just want pitches, press releases and written information. They are now searching for online pictures, sound and movie clips and links to websites. Breakenridge describes how to set up an online newsroom, basicly a micro site that will have everything that an editor would want. I think this is an interesting idea and I commend Breakenridge on sharing it.
About half of the book is written with interviews of Breakenridge and “experts” in the social networking world. However, I have never heard of ANY of these experts. They are CEO and marketing directions at companies that seem to be pretty obscure. It makes me wonder why Breakenridge was not able to get more notable people for interviews?
Overall, this book is an ok start if you are in PR and don’t know anything about new media. However, instead you should probably pick up The New Rules of Marketing & PR by David Meerman Scott which is supposed to be very good.
Posted by hobokin 
