Here are four reasons why I think every publicity department should be using del.icio.us:

1. You could create an internal database to do the same thing. Del.icio.us is available right now, and you could start bookmarking in under five minutes.
2. You have internal and external customers who crave this kind of information - sales, marketing, editorial, other PR groups, authors, fans of your authors, fans of your imprint. Del.icio.us is open to everyone and easy to use. We at 800ceoread have plans to stream these links onto the book pages of our ecommerce site.
3. You can see how many others in the del.icio.us audience found the media pieces interesting. In the case of HBSP, the Washington Post's Best Books of 2006 article was the most bookmarked with 22 people. This is not a definitive measurement in any way, but can act as indictator of geninue interest in the hits you do get.
4. Bookmarking PR hits can be a way for you to introduce new articles to the del.icio.us community. This idea has the potential for the most user backlash. The HBSP team handles this risk well by making clear who they are and where the links are coming from. This method also has the most upside. Most of the bookmarks for HBSP publicity are the first in the system. By tagging bookmarks with appropriate words, users who are monitoring those tags via RSS will see articles that may of interest to them. This brings a secondary audience to the hits they have already gotten (Juile-call me, we should talk about this).

Kudos again to the HBSP Publicity Team. I love this!

With NH's new E-ZPass System, Mori, owner of Mori Books in NH, decided to "redeem the [now obsolete New Hampshire highway tokens] for double the face value, or 50 cents each, for up to half the cost of any purchase."

So what happened? Some great PR. Mori was in a brief column in Inc (where I heard of him), on TV, newspapers and radio stations all over NH. "By early April his store had received 2000 tokens work $1000 in store credit...The exposure has driven monthly revenue up 25%, led by sales of pricier rare books."

Perhaps Jay would say it's guerilla marketing at its best.

Trevor at Corporate Engagement has also read the book. He has a book review and an interview with the McCusker on his site.

I recommend reading it. Generating PR with bloggers is different. I have talked about this in the past.

In our case, John did something cool. He arranged a conversation with us. We talked about 800-CEO-READ and how what we were doing applied to some of the methodologies in the book.

BTW, we like the book. It will be one of the Jack Covert Selects in October.