There's a great book, The New Rules of Marketing & PR, which was published a couple of years ago by Publishers Weekly. The author is David Meerman Scott. The traditonal way to marketing and PR is out the window, he says. He talks about things we are already doing on the net, but it sheds light on new things to do when you are a do-it-yourself PR and marketing person in addition to being a writer/author. Check it out.