This book demonstrates how PR professionals can successfully interact with bloggers and other influential figures in the social web. The authors provide a quick guide that offers a fast and directly applicable approach to the new communication rules on the internet, concrete recommendations for blogger relations, and targeted impulses to professionally optimize public relations with high-reach multipliers and influencers online. Additionally, successful bloggers share industry insights and explain how to engage in meaningful conversations with them. New in the updated second edition: numerous transfer exercises for direct application in practice.