Big Media has lost its monopoly on the news, thanks to the Internet. In this book, the author explains that it's possible to publish in real time to a worldwide audience, and that a new breed of grassroots journalists are taking the news into their own hands. He shows how anyone can produce the news, using personal blogs, Internet chat groups, email, and a host of other tools. He sends a wake-up call to newsmakers - politicians, business executives, celebrities - and the marketers and PR flacks who promote them. He explains how to successfully play by the rules of this new era and shift from "control" to "engagement". And, he makes a strong case to his fell journalists that, in the face of a plethora of Internet-fueled news vehicles, they must change or become irrelevant.
