Gini Dietrich

12 Days of Christmas: Two PR Books You Must Read in 2018

By: Gini Dietrich | December 5, 2017 | 
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PR BooksOn the second day of Christmas, Spin Sucks gave to you two PR books and one habit to change in 2018.

And with today’s things for the communicator, we have two PR books you absolutely have to read in 2018.

It’s only two. You can take six months with each one.

But they’re both must-reads if you want to push your career or business forward next year.

PR Books about PR

The first is Answers for Modern Communicators by Deirdre Breakenridge.

Hopefully, Deirdre is no stranger to you.

Not only is she a savvy communicator, a professor, an author, and a Lynda.com trainer, she is one of the nicest people on the face of this earth.

Deidre took years of questions clients and students asked that she’d written down in her journal.

She asked several of her friends and communicators (me included!) to answer a few of them.

Combined with her own answers, Answers for Modern Communicators is a textbook for both students and business professionals.

It provides practical answers to important career and communication questions, helping communicate successfully in a business setting.

Too Shy to Ask Questions?

Deirdre examines the ways we can make the most of our careers in this crazy media and digital landscape.

She offers advice on how all communicators—new and seasoned—can use and adapt to the latest trends.

Broken into eight areas, it opens with the essentials proven useful in any setting.

Then it details how organizations can adapt to changes in technology and consumer behavior to improve relationships, social media presence, and brand recognition.

The easy-to-follow question and answer format walks readers through the most pressing, confusing, and frequently asked questions about successful communication.

It also has plenty of advice and examples for a better learning experience.

It covers traditional business communication topics such as partnerships and storytelling.

Then it goes into digital and social media channels, as well as a chapter on giving back as a mentor.

“Experts Weigh In” boxes feature advice from other top professionals (including me!), exposing the reader to multiple perspectives from the field.

Grounded in decades of experience, Answers for Modern Communicators will benefit all communicators and business leaders looking to enhance their communication skills.

PR Books about Marketing and Sales

This past summer, a family friend was in town for business, and he stopped by for dinner.

We sat on the front porch and discussed work—as we do when friends visit—and he asked me if I’d read The Conversion Code.

I said I had not and he said he’d be interested in my take on it.

Grumbling internally that I did not want to read another business book, I faked it externally and told him I would.

It took me a couple of months to get to it, but holy cow am I glad I did!

Not only is it a great read, but it also provides years of tasks to do.

My team is sophisticated when it comes to all things digital, and it still gave us some things to add to our web presence.

Broken into three sections—generate, capture, and close news leads—it provides a sales script and powerful marketing templates.

And, if you think you’re not in sales, think again.

The Conversion Code will change your mind.

It will make you want to add sales to your repertoire.

And, if it’s not your thing to call leads, you’ll work with your existing sales team to get it done—or you’ll build a team to do it.

A Special Treat Later This Month

Today’s consumers are savvy, and they have more options than ever before.

Capturing their attention and turning it into revenue requires a whole new approach to marketing and sales.

The Conversion Code provides a step-by-step blueprint for increasing sales in the modern, Internet-driven era.

It provides guidance toward making sure all of the marketing leads are followed up with by sales.

This book shows you where to find your leads, how to engage them, and how to position your company as the ideal solution.

And, you’re in for a special treat later this month.

The December Fireside Chat is an interview with the book’s author, Chris Smith.

It airs at 1 p.m. EST on December 22.

I recorded it with him yesterday and, I can say, without a shadow of a doubt, you are in for a treat.

Make sure you tune in for that.

If you aren’t convinced by now to read this book, you will be after watching my interview with him.

PR Books You Recommend

We thought we’d be nice this year and make the book reading manageable.

We could have done 12 PR books for you to read!

With only these two, I guarantee you’ll find things you can add, tweak, or change for 2018.

So go forth and prosper!

Stay tuned the rest of this week for PR trends and gifts for the PR pro.

Next week we focus on the things that help the PR pro.

And the following week, the things that honor the PR pro.

In the meantime, what PR books do you recommend people read in 2018?

(Extra credit if you say Spin Sucks!)

The 30-Day Communications Challenge begins on January 3. Are you subscribed?

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • larawellman

    Would you say Conversion Code would work well as an audio book or is it more stop and go workbook type thing with all the actions it’s recommending?

    My favourite book from this year isn’t PR but I think applies to anyone who wants to get anything done. Finish by Jon Acuff – I loved it, and finished it in 3 days which is a record for me 🙂

    • I was just discussing this with Gini yesterday. I got it as an audiobook and am ordering it as a hard copy. You can do it as an audiobook, but it’s one of those books I want to highlight and dog ear the crap out of

      • Same here. I have the audio and ordered the hard copy as well.

      • larawellman

        I generally really prefer audio but there are some books I never finish because I have to think to go and listen again when I can do the activities later (and then of course never do 😉

        • I’m the same. I do audio for almost anything. And I’m a really good auditory learner. In the last year there have only been two books I needed the hard copy of, this was one of them.

    • To Laura’s point, I do think you need to have an actual copy. Either that or listen while you’re sitting somewhere you can take notes. It’s not a ride your bike and listen kind of book.

  • Sue Duris

    The New Rules of Marketing & PR by David Meerman Scott, although a couple of years old now, is still very relevant. And, Outside In by Kerry Bodine. Not necessary a PR book but a necessary resource for PR pros. Comms folks need to understand how vital their role is in customer experience and this book sets the framework. And, yes, Spin Sucks is a must – a great reference book that I have dog-eared, highlighted, underlined, etc.

    • Hahahaha! I was totally joking about Spin Sucks. <3

      Outside In is about customer experience? I'll check it out.

      • Sue Duris

        Yes it is.

    • Debbie Johnson

      I read the other day–and I can’t remember where–that Scott updates his book every two years.

      • Sue Duris

        Yep, the book is in its 6th edition.

  • Julie Murphy

    One of the best ways to make sure you read these books and stay accountable, is to give a copy to each of your team members and start a book club. One of the first books my team did this with was Spin Sucks (true, not just sucking up to Gini). It sounds like Conversion Code would be a really good book for this – let’s everyone throw their ideas in to see how to best put them to work for your company, team, etc.
    As always, thanks, Gini!

    • We do that, too! I do it with my mastermind and with the team here. Though…you can always tell who hasn’t read the book. 🙂

      The Conversion Code would be great for your book club. It covers marketing and sales so it’s cross-functional.

  • Debbie Johnson

    Just ordered Deirdre’s book and can’t wait to read it. I will check out The Conversion Code as well.

    • WOO HOO!

    • It’s REALLY good. I have six pages of notes from reading it. You’ll learn more from the horse’s mouth himself in a couple of weeks.

      • Debbie Johnson

        Glad I’m getting a Kindle for Christmas! It will get a workout with all the reading recommendations I pick up from this site!

        • Ohhhhhh! I’ll be curious to hear how you like it. I LOVE mine. I like not having to carry around a hefty book and I like that I can read in the middle of the night without turning a light on.

          • Debbie Johnson

            I’ve used the Kindle app on the iPad, but when my iPad finally bit the dust, I decided to replace it with a Kindle. I can’t wait for it to get here. One of my 2018 goals is to increase the number of books I read.

          • You could join our book club contest next year, if you want!

          • Debbie Johnson

            What is that?

          • Oh, it’s just something we do internally to see who can read the most books in one year.

          • Debbie Johnson

            I’d love to! Count me in!

    • Deirdre Breakenridge

      Thank you for ordering a copy of my book. I look forward to hearing your thoughts (and your answers to questions too).

  • Love Spin Sucks! I’m also a big fan of Enchantment by Guy Kawasaki, Platform by Michael Hyatt, and Influence: The Psychology of Persuasion by Robert Cialdini – not all PR, but still valuable reads!

  • Yes, Spin Sucks is a MUST!

    Cannot wait to read Deirdre’s book. I wish I had her book when I was starting out.

    Just ordered the hard copy version for The Conversion Code and I cannot wait for the Fireside chat!

    • I have to say, the Fireside Chat is pretty good.

    • Deirdre Breakenridge

      Spin Sucks is a must. I’m having Skype calls with my students every night this week and I’m making sure they all know and join the community. Can’t wait to hear your feedback on the book. Thank you!

      • You’re amazing!

        • Deirdre Breakenridge

          Thank you. xo

  • Deirdre Breakenridge

    Thank you SO much for including me on the “Two PR Books in 2018” short list. You made my day! I’m honored that you recommended the Answers book to the Spin Sucks community. Also, thank you for sharing your expertise in the Experts Weigh In section. Your advice in the book stands out. I’ve shared it with friends (and family) why it’s important to “Be Nice to Nerds.” Feeling very thankful for you and Spin Sucks 🙂

    • It always pays to be nice to the nerds. I mean, we’re both kind of nerds.

      • Deirdre Breakenridge

        That we are, and happy about it 🙂

  • The Conversion Code is one I still have to tackle. I like all the unmarketing books for entertainment value. I like Scott Stratten and Ailson Kramer a lot, but there material is more entertaining and timely, than truly educational, IMO, which is important as well!

    Spin Sucks is, of course, a must-read, along with the 30-day Challenge eBook (pitchpitch).

    Andy Crestodina’s Content Chemisty is something I like to flip through.

    Otherwise, I find books on storytelling the most impactful to my work, whether PR, comms or marketing-based.

    • Content Chemistry is also a must. I keep it here on my desk as a reference guide.

  • Started digging in to The Conversion Code last week. PACKED with helpful, actionable information. Thanks for the recommendation! Looking forward to the Fireside Chat!

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