Ask HN: What PR book should I read?

[zupa]

I am working on a startup and realized the importance of PR - and that I have no clue about it. Can you suggest me a book? (Or point me in any direction?)

I am very much interested in -what makes people tick -what to do - with reasoning -what not to do - with reasoning

Thank you in advance!

[mbenjaminsmith]

I'll save you the time:

With media:

1. Learn what journalists would be interested in your company (and why).

2. Send them regular updates about what your company is doing (in press release form or, better, as a personal email).

3. Be honest with them. Talk from the heart. Avoid exaggeration and "marketing language".

With customers:

1. Always say you're sorry when you screw up or when they're unhappy (for any reason).

2. Communicate as often as you can via all relevant channels...

3. ... while avoiding spam and "marketing language".

If you ever get big enough that journalists are coming to you, hire a specialist.

[zupa → mbenjaminsmith]

Thanks Matthew, appreciate your comment. However, I'd really liked to dive deeper into the topic.

[dirkdeman]

As a PR and communications major I can help you with that. I can recommend these two books: http://www.amazon.com/Influence-Psychology-Persuasion-Busine... And http://about.pricegrabber.com/search_getprod.php/masterid=94...

Do keep in mind that PR is something different than marketing or advertisement. Those people running around, dropping names and 'generating spin'? That's just a very tiny part of PR. PR is about shaping the public opinion, not just one person's mind.

On a side note, I wrote my thesis on wartime propaganda. I found out that the strongest motivator for people to take action is fear. The fear of losing something, missing out, or a common enemy (think Apple-Android!) is very powerful.

On a second side note, I read another comment about lying. Lying isn't right of course, but there are several degrees of lying. And imagine if know how to sell a lie, how easy it would be to sell righteous truth...

Drop me a line if you need some help or advice. I'm by no means an expert on PR in Silicon Valley, but I know a thing or two about PR.

[zupa → dirkdeman]

Thank you Dirk.

I was looking in the PR book you suggested and also in many others I have found. Let me be straight, I find all of them dry, boring and useless. I had little idea about PR, and I still have little, but I start to realize it is a different animal from what a startup would need. It feels like something mysterious and don't believe in mystery.

You did actually help me to the conclusion, that I will just skip learning PR now and focus on marketing, like rmATinnovafy said. I did need your input, thank you.

[shappy]

This one is required reading for almost every 101-level PR course.

http://www.amazon.com/Toxic-Sludge-Good-For-You/dp/156751060...

[zupa → shappy]

Isn't this just a book about lies?

I'd like to read things that our startup could benefit from. We definitely don't want to lie.

[andrewhillman]

Read some Seth Godin books.... purple cow, free prize inside etc... and you will learn how to market/pr. One of my college degrees is in PR but I learned more via Seth Godin's books

[rmATinnovafy]

Forget PR, and focus on marketing.

Learn to market well, and the PR will write itself.

Any book by Dan Kennedy is good.

[craze3 → rmATinnovafy]

If you're looking for a marketing book, check out:

"Covert Persuasion: Psychological Tactics and Tricks to Win the Game" by Kevin Hogan http://www.amazon.com/Covert-Persuasion-Psychological-Tactic...

Great book about all-around persuasion techniques , marketing, and also copywriting.

[zupa → craze3]

This looks interesting as well. Thank you!

[zupa → rmATinnovafy]

Wow, this guy wrote a number of books! They look very interesting, thanks a lot!

[otr4reddit]

the Prince by Machiavelli

[zupa → otr4reddit]

thank you

[zupa → zupa]

# just testing HN posting mechanism