Be The Media by David Mathison is actually two books within a book. I think this book would be useful for anybody involved in online marketing.
The second part, “The Community Media Renaissance,” discusses how communities are trying to take back the airwaves, information, newspapers, etc.
The first part was more pertinent and interesting to me, and it feature topics, such as how to create and promote your blog, how to self-publish your book, how to create and promote your own podcast, and how to create and self-syndicate your radio show.
David Mathison also covers video blogging, how to license your ideas, how to publish your own periodical, and a variety of other areas I’ve explored in the past without a reference manual, which I really could have used.
If you want to expand your voice, I’d suggest Be The Media.