The Fall of Advertising and the Rise of PR
By: Al Ries, Laura Ries
Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising.
Pr Power: Inside Secrets from the World of Spin
By: Amanda Barry
Shows you why some of the world's most successful entrepreneurs view PR with a passion and why you should too. Packed full of
practical hints and tips, toolkit exercises and down-to-earth advice, Includes views of leading experts and case studies of real
businesses. Also offers advice on how to get the most from your PR consultancy or in-house team and what to do if you're running
the PR yourself.
Father of Spin: Edward L. Bernays & the Birth of Public Relations
By: Larry Tye, Deborah Brody
Edward L. Bernays (1892-1995), a pioneering practitioner of public relations, zestfully ballyhooed
his clients, utilizing a shrewd blend of publicity stunts, careful cultivation of the press, and
solicited endorsements from "experts." Yet journalist Tye is also aware of the moral
ambiguities inherent in the career of a man who vigorously promoted cigarette smoking and whose
work for the United Fruit Company played at least some role in the 1954 military overthrow of
Guatemala's democratically electednment. This judicious book balances appreciation for
Bernays' inventiveness with a sober understanding of its consequences, including the extent to
which PR permeates contemporary American life.
Running a Public Relations Department
By: Mike Beard
Good management practice is essential if any PR department is to be highly valued and cost effective.
This new edition, extensively updated, has been written by one of the leading figures in the field and
aims to show business practicioners exactly how this can be achieved.
Public Relations Kit for Dummies
By: Eric Yaverbaum, Robert Bly
The resource for learning how to produce positive word-of-mouth that gets results for your
organization. Discusses how to organize and orchestrate PR from budgets, to coordinating various
media, to tying into advertising and marketing campaigns. Includes the most current PR resources
and how to promote via the latest technology -- - from the Internet to special events.
Publicity and Public Relations
By: Dorothy I. Doty, Marilyn Pincus
Information and advice on getting publicity for a business or its product, creating mailing
lists, using electronic tools and internet resources, writing press releases, understanding
the media, mastering the art of networking, coordinating publicity with sales, and much
more.
Women in Public Relations: How Gender Influences Practice
By: Larissa A. Grunig, Linda Childers Hon, Elizabeth Lance Toth
Presents a comprehensive examination of the status of women in public relations and proposes
concrete ways to achieve greater parity in education and practice. The authors integrate the
theoretical literature of public relations and gender with results of a major longitudinal
study of women in the field, along with illuminating focus group and interview data.
Public Relations Writing and Media Techniques
By: Dennis L. Wilcox
One of the most comprehensive and up-to-date PR writing books available. This book thoroughly
integrates new communication technologies -- the Internet, World Wide Web, Webcasting, etc. --
and shows the many techniques on the horizon and currently in use to reach a variety of
audiences. An abundance of real-world examples and illustrations showcase outstanding work by
public relations professionals and provide models for readers.
The Practice of Public Relations
By: Fraser P. Seitel
New edition of a widely used text first published in 1980. The sixth edition, now
full-color and streamlined, is designed to carry public relations into the year 2000. It
emphasizes the practical nature of public relations work. Full chapters are now devoted to
video, integrated marketing communications, and multi-cultural communications. Over half of
the interviews with public relations professionals are new and there is one "A
Question of Ethics" case problem per chapter.
Getting Attention, Leading-Edge Lessons for Publicity and Marketing
By: Susan Y. Kohl
Learn how to blend innovative and traditional promotional techniques and create programs that
build customer relationships and bolster your bottom line. Gain the real-world success secrets from
leading marketing visionaries from the non-profit, entertainment, government, and corporate
high-tech fields.
Guerrilla P.R.: How You Can Wage an Effective Publicity Campaign... Without Going Broke.
By: Michael Levine
One of the top public relations counselors in the country reveals his best strategies for waging a
great publicity campaign withoug spending a lot of money -- geared toward the entrepreneur and
small businessperson. Levine reveals the procedures he uses every day to get press on major stars, and
how these techniques can be used on little or no budget for any business or endeavor.
Value-Added Public Relations: The Secret Weapon of Integrated Marketing.
By: Thomas L. Harris
Examines how and why public relations plays a critical role in integrated marketing and explains the many
ways PR can add value to an IMC program. Harris analyzes the relationship between product and corporate
brand building and through dozens of case histories and examples, shows how some of the nation's most
successful marketers have used PR techniques to enhance all of their marketing messages.
The Handbook of Strategic Public Relations & Integrated Communications
By: Clarke L. Caywood.
Featuring the expertise of the world's foremost public relations and marketing authorities, this is the
first book of its kind to combine the art and science of marketing, public relations and communications
in one single resource. An indispensable reference guide to the best practices in every industry, this
handbook features more than 40 information-packed chapters authored by the best minds in the business and
covers cutting-edge tips, topics and techniques such as: Crisis management; Marketing public
relations; Client-agency relationships; Environmental public relations; High-tech PR.
