David Meerman Scott, author of The New Rules of Marketing and PR, is a viral marketing strategist who practices what he preaches. Check out his website for free ebook downloads on a range of marketing and PR topics. Here's a few we like:
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The New Rules of PR: How to create a press release strategy for reaching buyers directly (2006)
If you want to know how to get your media release not read not only by the media, but also by your end-consumers you need to get it online NOW. David gives great advice about putting your media releases online and having it found by the right search engines and the right people.
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The New Rules of Viral Marketing: How word-of-mouse spreads your ideas for free (2008)
David documents a great case study of how Cindy Gordon, vice president of new media and partnerships at Universal Orlanda Resort launched The Wizarding World of Harry Potter by only telling 7 people, and how that spread to 350 million worldwide.
Great weekend reading!
Tracking the media, monitoring the message
