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8 more public relations books for PR professionals (Part two)

By Catherine Coffey , Wednesday, 30th January 2019 | 0 comments
Filed under: Irish Technology Sector, Social Media, Digital Marketing, Public Relations, Content Marketing, Crisis Communications, PR.

                      8 more public relations books for PR professionals (Part two)

Despite all of the technological advances that have taken place in recent years, books still remain a key resource for understanding what’s going on in an industry. We outlined some of the best reading materials for staying up-to-date with the communications and PR world in our blog - 8 books for PR Professionals. Given the pace at which things in the public relations industry move, we thought we’d share some additional recommendations that will keep you in the loop with the latest insights from both professionals and academics. Here are eight of the best PR books to add to your reading list.


1. Public relations: a practical approach, Ellen Gunning, 2007


An essential for anyone working in public relations in Ireland, Ellen Gunning’s book has become synonymous with learning the fundamentals of the Irish PR landscape. The book covers everything from writing press releases to crisis management.



2. The PR Professional's Handbook, Caroline Black, 2014

Technology has changed the way public relations operates as an industry. Caroline Black’s book breaks down fundamentals PR skills and includes tips for keeping up with the changes that technology has brought to the communications landscape.




3.  Hidden Agenda: A Proven Way to Win Business & Create a Following, Kevin Allen, 2012

Pitching is a large part of what public relations professionals do; whether it’s pitching for a new client or approaching a journalist about a press release, you need to possess the skill of persuasion. This book, written by the man responsible for Mastercard’s “Priceless” campaign, is an ideal text for anyone looking to learn more about the art of pitching.




4. The PR Masterclass: How to develop a public relations strategy that works!, Alex Singleton, 2014

Journalism and public relations are closely linked. That’s why The PR Masterclass, written by former journalist Alex Singleton, is a great resource. Singleton outlines clear methods to producing stellar pitches, newsworthy press releases and game-changing PR strategies.




5. Brand Media Strategy: Integrated Communications Planning in the Digital Era, Antony Young, 2014

Although digital communication is a relatively new concept, it does not mean that key strategies and skills don’t apply. Antony Young presents the dos and don’ts when it comes to online PR and marketing. Rather than using “catch all” approaches, he talks about using your resources wisely to gain your desired outcome.




6. Writing Skills for Public Relations: Style and Technique for Mainstream and Social Media (PR in Practice), John Foster, 2012

Working in communications means you need to be on the lookout for things like clichés, grammar and house style. This book deals with the key writing techniques needed for public relations so you can be confident in your craft no matter the context.





7. Pitch Perfect: How to Say It Right the First Time, Every Time, Bill McGowan, 2014

Constructing a key message is one thing but being able to sell that message is another feat that needs mastering. Pitch Perfect highlights common pitfalls for public relations professionals to avoid when pitching and offers useful tips to hone your skills.





8. Public Relations Campaigns - An Integrated Approach, Regina M. Luttrell and Luke W. Capizzo, 2018

This comprehensive guide to integrated PR campaigns gives a great overview of the key tools available to PR professionals including earned, paid and social media. There are lots of case studies and practical examples that bring PR to life in a clear and easy to understand way.  We really liked the sample PR plans and budgets offered that are so important to ensuring campaign success. Any student of PR, or even a more experienced practitioner will find oodles of value in this easy to read textbook.


Are there any books that you think we have forgotten? Be sure to get in touch and let us know of any essential reading for PR professionals! If you haven’t already, check out our previous blog post with some more great reading material.

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