I've just finished reading another WordTracker book – The Link Publicity Book.
The purpose of the book is teaching you ways that can help you get featured by media – newspapers, magazines, big sites, etc. Getting featured on such places gets you direct traffic – plus traffic from blogger comments of those stories, PR from Google and increased trust from customers.
The core of the book is a number of stories of press coverage of a site. Each story is followed by ideas that you might be able to apply to your own site. It has interesting suggestions, such as setting Google Alerts with your main keywords, so that you can react to those stories by commenting on them with your insight, a blog post or plugging your product. It also adds up to many ideas on how you can get an interesting press release from your business.
Chapter 4 focus on techniques on preparing your press release. Chapter 5 follows up by showing how to build a list of journalists who will want to hear your news, which also includes several simple ways to publicize your press releases.
Overall, an interesting book. If you are interested in getting publicity, you'd do well checking it out.