Deirdre Breakenridge is an author,
entrepreneur and CEO of Pure Performance Communications. A 20 +
year veteran in PR and marketing, she is the author of five FT
Press books including her latest titles,Social Media
and Public Relations: Eight New Practices for the PR
Professional,Putting the Public Back in
Public Relations, andPR 2.0: New Media,
New Tools, New Audiences.
Deirdre speaks both nationally and
internationally on the topics of PR, social media and marketing.
She is a recognized PR blogger at PR 2.0 strategies, and also the
co-founder of#PRStudChat, a dynamic twitter chat with PR
professionals, educators and students.
THOMAS J. DeLOUGHRY is a freelance writer
with more than 15 years of experience in journalism. He is a former
Executive Editor ofInternet Worldmagazine, where he had a
front-row seat for the dot-com craze. He began writing about
information technology forThe Chronicle of Higher
Education, a Washington, D.C.-based weekly, in 1987 when the
Internet was primarily the domain of professors and researchers.
He''s also been a Contributing Editor
toInternetWeekmagazine and has written for several other
magazines and newspapers.
Introduction There’s no denying that the Internet has been one of the most overly hyped technologies in human history. Newspapers, TV shows, magazines, and yes, even a few books promised us a revolutionary new business world in which hardcharging dotcoms stole markets away from established brickandmortar companies that were supposedly too stupid and slow moving to realize what was happening around them. All Americans would soon have personal Web pages and spend countless hours in online "communities" swapping advice with likeminded peers. Of course, that’s only if they weren’t running to the front door to accept deliveries of the books, toys, pet food, and sofas they bought online at low, low prices. Anyone who didn’t recognize the magnitude of this Internet revolution and invest a few bucks in skyrocketing Internet stocks just didn’t get it. Today we know that the Internet mania of the late 1990s was as much about greed as it was about innovation. Investors, sold on the notion of a worldwide network of billions of consumers, bet on startups and pushed them to run hard despite poorly formed business plans, faulty technology, and total ignorance about the difficulty of costeffectively delivering things like groceries or bedroom sets across wide geographic regions. All has not been lost in the dotcom bust, however. The world has embraced this new medium of communication and it is not going to let go. The Internet might not be the megamarket previously advertised, but it has ver