Cluetrain Manifesto
Rick Levine, Chris Locke, Doc Searls, David Weinberger
The anti-hype primer for public relations professionals, this book explains how communicators must overcome the limitations of routine PR practices to create a meaningful and sustained dialogue with market influencers. (Perseus Publishing, 2000)

It's the Message Stupid
Rick McNees
Rick McNees is the vice-president of marketing for Platinum Technologies. He made this 30-minute presentation at the Software Success conference in May 1999, in San Francisco, CA. McNees talks about building a focused message at Platinum, and the lessons learned. There's some great advice, and reminders about the importance of taking a stand on a few key points. It's available in audio cassette format. Contact Reid Eddison for more information.

www.thestandard.com/newsletters
One of the only daily newsletters that's an absolute must-read, Media Grok dissects the spin in the main technology headlines of the day.

www.prfirms.org
This public relations agency finder misses some of the smaller boutique shops of interest to startups. And it doesn't list independent Canadian firms. Nonetheless, it's a good resource if you're looking to round out an agency search or to find a specific agancy's website. The OEfind an agancy' search allows you to zero in on firms with a particular focus or in a specific geography.