Public Relations professionals are expected to live by their books. This means that they need to read as many relevant books as possible in order to keep abreast of developments in their environments and in their field. Doing so doesn’t have to be comfortable, but it is the only way to go. I find the following six books loaded with PR wisdom, and I think every PR person should read them:
- The PR Masterclass: How to develop a Public Relations Strategy that works by Alex Singleton.
This is a great book in media relations that captures today’s realities in the field and is written by a former newspaper, magazine and digital journalist. It drips with insight on how to build and maintain great relationships with journalist across the spectrum of media channels today. It’s a great read for the PR professional who needs an updated guide in this very important aspect of Public Relations.
- 48 Laws of Power by Robert Green and Joost Heffers
This classic book is a must read for all Public Relations professionals. It is a powerful guide on how to navigate relationships with people of power, play power games and defend yourself against the manipulative antics of others. Since PR people often have to work with men and women of power in politics, business and even religion, this book prepares you to handle the cunning and ruthless among them in a way that positions you to win a place in their hearts. It is a masterpiece on how to develop soft power and gain entry into the dominant coalition of any organization.
- Seven Habits of Highly Effective People by Stephen R. Covey
This book provides nuggets of personal development wisdom on how to build your character, shape your life more deliberately and attain fulfillment in life. It teaches that independence or self-mastery precedes interdependence – working with others – and offers advice on continuous improvement in both spheres of influence.
- The New Rules of Marketing and PR by David Meerman Scott.
Scott shows us how marketing and PR have changed in the interconnected world of today. He demonstrates how to use social media, online video, mobile applications, blogs, news releases and viral marketing to reach customers and other publics directly. It is a must read for PR professionals.
- Measure What Matters by Katie Delahaye Paine
In this era when CEO’s require PR people to demonstrate return on investment in Public Relations, this book provide you with online tools for understanding customers, social media and key relationships.
- Ongoing Crisis Communication: Planning, Managing and Responding (4th Edition) by W. Timothy Coombs
This is a compendium of information on crisis communication including crisis prevention. It includes advice for crises emanating from social media, social networking sites and terrorism. It also provides guidelines for action in different crisis situations.