We get it–in the hectic life of a PR pro, it is tough to find time to curl up with a good book. But even if you’re tight on time, we promise you, the books we’ve listed below will be worth it once you have a chance to sit down and take them in!
1. The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
by David Meerman Scott
In this guide, Scott points out that, under the old rules, you had only two options for getting the word out about your organization’s products or services: buying ads in traditional media or issuing press releases targeting journalists at prominent publications. He explains that digital PR and marketing are an inexpensive way to build a community surrounding your company.
When done well, digital tactics can not only be highly entertaining but also have the ability to create a lot of engagement and even go viral. Scott recommends that you start by defining your set of potential customers, identifying their characteristics and then designing your content to address your target audience’s needs. He explains that creating engagement with digital strategies can convert prospective customers into company stakeholders.
2. Social Media: Marketing Strategies for Rapid Growth Using Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube
by John Williams
In this book, Williams targets social media strategies for the modern marketer for businesses and brands of all sizes. In this book, you’ll learn how to tell your story and get your brand’s message across in an engaging way, in turn growing a following on a variety of social channels, including Facebook, Twitter, Instagram, Pinterest, YouTube and LinkedIn. Not only will you learn about how to grow your presence these channels, but you’ll also learn critical demographics of each platform and how to use it to your advantage, bringing in new customers. Williams also dives into maximizing your profits with more efficient marketing with more bang for your buck in acquiring customers.
3. Brand Media Strategy: Integrated Communications Planning in the Digital Era
by Antony Young
This book offers a fresh perspective on how marketers are using media to promote their brands with specialized case studies. Young digs into studies such as Walmart’s increased market share over Macy’s, how former president Barack Obama’s campaign strategies assisted in his winning the election and how McDonald’s use of local media strategies behind its McCafe’s launch was so effective. It also examines how marketing professionals are navigating the ever-shifting media landscape, providing a useful guide on how to think more strategically in their marketing efforts to drive sales growth.
4. The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results
by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman
The authors of The Challenger Customer reveal brand new CEB, Inc. research, based on data from thousands of sellers, buyers and B2B customers around the world. The analysis showed that the highest performing teams focus their time on customers who are skeptical about the product or service. The authors discuss that these high-performing departments target “Challenger” customers. The book unveils research-based tools that will help a PR pro distinguish between the “Talkers” from the “Mobilizers” in any company. It provides a blueprint for finding these customers, challenging their thinking and equipping them to question their own organization’s status quo.
5. Answers for Modern Communicators
by Deirdre Breakenridge
Answers for Modern Communicators provides practical solutions to critical communication and career questions, offering tips on how to successfully communicate in a business setting. Breakenridge examines how professionals can make the most of their careers in the fast, ever-changing media landscape. She then goes into detail about how organizations can adapt to technological changes and consumer behavior to improve brand recognition, social media presence and brand recognition. This book is geared for all levels of marketing professionals.
Until next time!
Critical Mention
Jolie Shapiro
Passionate about all things communications, Jolie found her dream job as a copywriter with Critical Mention, where she’s continuing her passion for writing and editing. With a background working for high-profile clients in the financial, hospitality and technology industries, she’s excited to bring her experience to Critical Mention. When she’s not writing you can find her at music festivals, hiking or snowboarding.
