5 Good Reads for PR Pros

Many people read during the dog days of summer. A good book can offer the perfect complement to a day at the beach or an afternoon in the hammock in state of lazy, sun-kissed relaxation.

OK, so we’re not exactly there yet. As a matter of fact, we couldn’t be farther away. It’s the beginning of February, the Northeast resembles Siberia, and I’m starting to see what happened to Jack Nicholson’s character in The Shining.

Not into winter reading? Maybe I can change your mind. A few weeks ago, we asked the staff to assist with their best reading picks for the rising PR pros in a senior-level Syracuse University PR course. If you’re looking at this blog, then you have a passion for public relations. Here are five new choices from PAN  that can hopefully pique your reading interest and cure your winter doldrums.

Trust Agents by Chris Brogan (2010)

Today’s online influencers are Web natives who trade in trust, reputation, and relationships, using social media to accrue the influence that builds up or brings down businesses online. In Trust Agents, two social media veterans show you how to tap into the power of social networks to build your brand’s influence, reputation, and, of course, profits.

New Rules of Marketing and PR by David Meerman Scott (2010)

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

Groundswell by Charlene Li and Josh Bernoff (2008)

Corporate executives are struggling with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global, it’s unstoppable, it affects every industry and it s utterly foreign to the powerful companies running things now.

When consumers you ve never met are rating your company s products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to turn this threat into an opportunity.

The Facebook Effect by David Kirkpatrick (2010)

There’s never been a Web site like Facebook: more than 500 million people have accounts, and if the growth rate continues, by 2013 every Internet user worldwide will have his or her own page. And no one’s had more access to the inner workings of the phenomenon than Kirkpatrick, a senior tech writer at Fortune magazine. Written with the full cooperation of founder Mark Zuckerberg, the book follows the company from its genesis in a Harvard dorm room through its successes over Friendster and MySpace, the expansion of the user base, and Zuckerberg’s refusal to sell.

Customer Service by Peter Shankman (2010)

Using social media, you can deliver amazing customer service–and generate an army of fans who’ll promote you in good times, and rescue you from disaster. Now, online marketing expert Peter Shankman shows you exactly how to do all that–without spending a fortune. Shankman draws on his immense experience as founder of the online growth company HARO and marketing consultant to multiple Fortune 500 clients. He presents straight-to-the-point solutions for building customer loyalty, trust, and credibility online–and rebuilding it when catastrophe strikes.

…but don’t take my word for it. Have you read a book recently that you’d recommend? Tell us about it!


  • http://twitter.com/petershankman Peter Shankman

    Thanks for the mention of the new book! Much appreciated! :)

  • http://blogs.forrester.com/groundswell Josh Bernoff

    Glad you liked Groundswell. Your readers may be interested to know we’re publishing an update in June, including a chapter on Twitter.