Sometimes books come into our lives just when we need them. Now is the time of the year to think about your 2021 PR reading list and start the new year with big ideas. Whether you are a communications professional on the lookout for case studies from leaders in your field, a chief executive, a mid-career professional or an entrepreneur wanting to improve the way you communicate, there is something in my list of PR & communications books for everyone.
1. Brand Storytelling - Miri Rodriguez
Written by the award-winning storyteller Miri Rodriguez at Microsoft, this actionable guide goes beyond content strategy and, instead, demonstrates how to leverage brand storytelling in the marketing mix to strengthen brand engagement and achieve long-term growth, with advice from brands like Expedia, Coca Cola, McDonald's, Adobe and Google. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them.
2. The Global PR Revolution: How Thought Leaders Succeed in the Transformed World of PR - Maxim Behar
Complete with insights from over seventy PR leaders worldwide, this authoritative guide discusses such topics as: The new rules of social media; How to speak the language of PR; Modern PR skills and tools; How to measure impact; The effect of total transparency on businesses; International perspectives on the media; The future of the industry
3. PR Lessons Learned Along the Way: Strategies, Tips & Advice for the Higher Ed & Nonprofit PR Professional - Marc C. Whitt
This book is offering context and guidelines to manage nonprofit and higher education brands in a strategic and sustainable way. The author reminds us of the inherent service orientation of our calling, the imperative of values such as leadership, integrity and urgency, the value of playing the long game, and the devil that resides in the detail of public relations work.
4. Rebranding Europe - Stavros Papagianneas
PR is everything and everywhere. The book illustrates how Europe can be re-branded by providing critical recommendations on how to convey the added value of the EU in the daily lives of its citizens. It shows that the growing trust gap between the elites and the broader populations is a crucial challenge for the future. The author has interviewed several key stakeholders in European communications as well as important opinion leaders and gives innovative answers to communication questions. A must-read beyond Brussels bubble.
Rick Ridder is a long-time political strategist who has been called "a political version of Columbo." He has been at the center of some of America’s most epic political battles - everything from presidential death matches to the legalisation of marijuana. In this book, the author takes us on a whirlwind spin through his eventful career from the McGovern campaign to more recent candidates and causes.
6. Imaginative Communities: Admired cities, regions and countries - Robert Govers
The author argues that communities need a sense of belonging and purpose to be admired and do amazing imaginative things befitting their character while captivating others. Imaginative initiatives are recognisably from somewhere and hence cut through the clutter to create community profile. The book contains examples from Austin (USA), Barcelona, Bhutan, Den Bosch, Dubai, Egypt, Estonia, Finland, Firenze, Kazakhstan, Lanzarote, Oslo, Rome, Eindhoven & The Hague.