The New Rules of Marketing and PR

I just ordered my first marketing book in a long time... The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. It was recommended by another blog I just read on how to convience the CEO into social media. (Paul Stewart, Atos Origin CEO for North America already onboard by the way: @atosCEOPaul --what! what!) 

I really think the PR rules HAVE to change. Whatever we learned in school is all out the window now. I would love to interview a journalist... do you guys read the wire anymore? Do you acutally use the services that wire companies sell? 

I need some help. Hopefully this book is step one!