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Confessions of an Account Exec: Summer PR Reading List

Confessions of an Account Exec: Summer PR Reading List

Bridget M. Forney | MediaBuzz

July 27, 2010

I’ve written before about professional development and it’s something I take very seriously. The two main ways of increasing skill is to one, theorize and two, practice. A person who only practices will never grasp the full potential as that of a person who practices what they’ve theorized. By ignoring books as sources of information, you are delaying your personal and professional development and hurting yourself in the long run.

But, what should you read? In the spirit of summertime, I have devised a summer reading list for you to get some intellectual stimulation in between your last epic night out, those long days on the beach and next weekend’s family reunion. Summer is the perfect time for self-betterment through literature and PR refreshers. Below, I’ve categorized a collection of books on a few things I feel is important when it comes to living and learning public relations.

Books on PR 2.0

This collection is important because each book emphasizes the changing game of PR, the renaissance of the industry, and, quite frankly, how to keep up. Social media has changed the way we now do business and these are a few authors who are early influencers and/or adopters trying to teach the rest of us how to “get it.”

The Long Tail by Chris Anderson

Cognitive Surplus by Clay Shirky

The New Influencers: A Marketer’s Guide to the New Social Media by Geoffrey Moore

Putting the Public Back in Public Relations by Brian Solis and Deidre Breakenridge

Books on Being a Millennial

Were you born between 1982 and 2000? If so, you’re a bona fide Millennial and there happens to be a lot of us in the PR industry. Being a Millennial is a lot of fun, I think we can all agree, but there is a huge controversy going on right now between people who feel like we are the worst thing to happen to a workplace, and those who think we’re the best. Understanding the stereotype and the controversy surrounding it is the first step to beating it. Here are a few books that illustrate both points of view. Prepare to be offended, but learn the arguments in order to prepare your defense, if need be.

The Dumbest Generation: How the Digital Age Stupefies Young Americans and Jeopardizes Our Future (Or, Don’t Trust Anyone Under 30) by Mark Bauerlein

Born Digital: Understanding the First Generation of Digital Natives by John Palfrey

The Trophy Kids Grow Up: How the Millennial Generation is Shaking Up the Workplace by Ron Alsop

Everyone enjoys a good romance/horror/sports novel, but try to fit in books about things that interest you about your profession too. Use the remaining summer days to get some reading in and come fall, you’ll be at the top of your game.

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