Notes
Chapter 1 The Media That Matters
Chapter 3 Be All Things
Chapter 4 Be Organic
Chapter 5 Be a Guide
Chapter 6 Be Choosy
Chapter 7 Be a Fighter
Chapter 8 Be an Expert
Chapter 9 Be Part of the Best Team
Chapter 10 Be Ahead of Your Audience s
Chapter 11 Be Second to Your Competitors
Chapter 12 Be Fresh
Chapter 13 Be Geographically Relevant
Chapter 14 Be a Public Failure
Chapter 15 Be Connected and Confident
Chapter 16 Be a Steward
[1] Dale Peskin, "Connected to the News by a Generation of Wired Witnesses," iFOCOS, April 23, 2007. http://ifocos.org/2007/04/23/connected-to-the-news-by-a-generation-ofwired-witnesses/
[2] Tim Borg, "How to Give Your Customers What They Really Want," Careermag.com, October 2, 2006. http://www.careermag.com/articles/default.asp?Display=377
[3] James Allen, Frederick F. Reichheld, and Barney Hamilton, "The Three 'Ds' of Customer Experience," Harvard Business School's Working Knowledge for Business Leaders, November 7, 2005; reprinted from Harvard Management Update, 10:10 (October 2005). http://hbswk.hbs.edu/archive/5075.html
[4] Jeffrey Hollender, CEO letter: "Why a CR Report? The Limitations and Possibilities of Sustainability ...
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