1 Something has happened to communications The impact of a changing society How communications has changed The key milestones 2 The implications for communicators Fragmentation of the media Relinquishing control 3 The lunatics have taken over the asylum New routes to influence Conversations with the audience 4 The new channels Blogs Wikis RSS Podcasting Social bookmarking Social networking 5 Digital PR and search engine optimization How search engine optimization evolved PR and natural search Social search 6 The power of the new media The Scrabulous story 7 The new ethics The old ethics The new ethics and enlightened self-interest The wider impact 8 The blurring of channels Integration through disintegration It''s the content not the channel 9 The battle for influence at the digital frontier The third wave of online influence Why the time has come for PR 2.0 Issues management in the new Wild West 10 Horses and courses Evaluating the need for digital PR Politics Entertainment Industry and commerce 11 Digital PR architecture The same¼ but different Semantics 12 Tools of the trade The Social Media Release Social Media Newsroom Creative digital assets 13 Evaluation and measurement Search ranking as evaluation Online tools Outsourcing Things to consider 14 Dodging bear traps Fact and fiction We are in public Brandjacking Parody Economies with the truth Failing expectations Tone of voice 15 The major players Video sharing Social networks Photo sharing Blogging platforms Content sharing Other communities 16 The next big thing The rise (and fall and rise again?) of Facebook Twitter - the early bird? Born again Friendster Huddle time More mashups Scour.