When I talk about the new rules and compare them to the old rules, I don't mean to suggest that all organizations should immediately drop their existing marketing and PR programs and use this book's ideas exclusively. Moreover, I'm not of the belief that the only marketing worth doing is on the web. If your newspaper advertisements, direct mail campaigns, telephone directory listings, media outreach, and other programs are working for you, that's great! Please keep going. There is room in many marketing and PR programs for traditional techniques.
