I went to reach for a well worn copy of Public Relations on the NET by Shel Holtz, and realized that you may want to know about it. While Shel and I have never met, I have been an admirer of his every since I first picked up a copy of his book , Public Relations on the NET: Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public and More!, some years ago now. There is a more recent, revised edition now available, but what strikes me is the applicability of my older copy even today.
Public Relations on the NET provides a good primer on how to use the Internet to conduct effective communications. It provides a step-by-step approach to both the strategy and the tactics and an understanding of how they might best be applied for both large and small companies.
The clearly written book features "a wealth of helpful information and covers the basic public relations tools used today - e-mail, e-mail newsletters, discussion groups, and Websites." If you are looking to learn more about communications on the Web, I recommend it.
Also Shel Holtz now co-leads a weekly podcast on blogging and other next generation tools with another favorite, Neville Hobson. It's great. Check it out.