Cozy, lazy weather is just around the corner, and as the leaves start to turn, there’s no better time to curl up with a good book.
Whether you’re on the lookout for case studies from world-renowned PR professionals or you’re learning how to revitalize your campaign strategy, there’s something on our list of great PR and marketing reads to improve your work:
Public relations veterans Fraser P. Seitel (formerly of Burson-Marsteller and Chase Manhattan) and John Doorley (founding director of New York University’s master’s program in PR and corporate communications) team up on this must-read.
They break down why “public relations is mandatory; advertising [is] optional,” in what has become standard reading for PR professionals. Using case studies from popular culture—including the blunders of BP, Kobe Bryant and Anthony Weiner—the authors present the case for protecting personal and professional brands in new media.
Mark those calendars, and contain your hyperventilating. Marketing and sales strategist and accomplished author David Meerman Scott is back with an update of his best-seller. In the revamped edition, he expands on different strategies PR pros, marketers and entrepreneurs can use to amplify their brands without committing inordinate investments of time and money.
It includes extended and revised chapters, as well as up-to-date case studies on new platforms such as Snapchat, Periscope and Meerkat, offering new lessons and tricks of the trade.
3. The Art of Social Media (2014)
If a business card reads “chief evangelist,” it’s safe to assume its owner is a master of promotion. Guy Kawasaki previously worked as chief evangelist for Apple and has been a pioneer of social marketing since the beginning of the Internet Age. Kawasaki works with social media strategist Peg Fitzpatrick to offer examples to keep novices and seasoned professional social media users occupied with knowledge. Offering no shortage of examples, this work is chock-full of strategies that will help professionals translate self-promotion into profit.
The center of this book is badass. Actually, B.A.D.A.S.S. is a more appropriate way to put it. The most recent offering from Mark W. Schaefer (“Return On Influence,” “Social Media Explained” and “The Tao of Twitter”) focuses on six strategies designed to help professionals in a number of industries “unlock” their campaign potential and get their stories heard among the cacophony of constant content creation: Brand Development, Audience & Influencers, Distribution, Advertising, Promotion & SEO, Authority, Sharability, Social Proof & Social Signals.
The Internet of things is no longer solely typed and read: It is experienced through images, videos and social interaction. Ekaterina Walter (global evangelist at Sprinklr) and Jessica Gioglio (head of content lab at Sprinklr) discuss the use of visual storytelling and rich media to connect with audiences across multiple platforms in order to increase overall return on investment.
As the prevalence of smartphones with video capability continues to rise, campaigns that aren’t interactive will inevitably lose touch with consumers.