The New Rules of Marketing of PR show you how to leverage the potential that Web-based communication offers companies, nonprofits, entrepreneurs, consultants, even rock bands and churches. Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. You reach niche buyers with targeted messages that cost a fraction of your big-budget advertising they’ll likely ignore, you can focus on getting the right message to right people at the right time.