Written for marketers who need to become familiar with the high-tech PR model, this guide explains the dynamics and influence of social media such as blogging, social networking and Podcasts. Gillin, a journalist who has covered the computer industry for many years, emphasizes the need to ignore the specific types of new media and focus on the realization that other new technologies are always on the horizon and need to be identified in advance. The author uses interviews with "influencers" to help readers recognize the new ethics and behaviors that accompany social media, how corporations are exploiting these media to reach customers and how the field of public relations will be radically transformed by these trends. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)