The document outlines 10 best practices for public relations and marketing in a web 2.0 world. It discusses the importance of having a compelling story to tell, establishing experts, using social media, treating journalists and media as allies, raising company profile through blogs and directories, crafting targeted press releases, doing PR inexpensively through free services, treating media as clients, and the value of in-person meetings for visibility. The presenter Wendy Marx is the president of a B2B marketing and PR firm and discusses strategies for businesses to gain attention and publicity.