13 Books Every PR Pro Should Rread

By Brad Phillips-  This post can be found here

 

 

 

I’ve read dozens of books that focus on media training, crisis management, body language, and public speaking. Many are quite good; a few have become favorites.

Below are some of my all-time favorites. This isn’t a comprehensive list, as there are surely great books I haven’t gotten around to reading yet. So if you have favorites that are not on this list, please leave them in the comments section below.

Public speaking

You Are The Message” by Roger Ailes: A true classic chock full of smart thinking and “ah-ha!” moments. Before Roger Ailes was hired to run Fox News Channel, he was a high-profile communications consultant. (He coached Ronald Reagan in 1984 before the second presidential debate that cemented his re-election.) If you want to learn how to be a more effective public speaker, this is a perfect place to begin. This book was originally released in 1989, but it’s still as fresh and relevant as anything being published today (with the exception of a few pages that offer a rather outdated view of women in the workplace).

Presentation Zen: Simple Ideas on Presentation Design and Delivery” by Garr Reynolds: Many communications consultants advise their clients not to use PowerPoint. I disagree with that absolutist stance, because the problem isn’t the tool, but the use of that tool. Garr Reynolds gets that, and strikes the perfect balance by offering a visually stunning guide that helps presenters design minimalistic PowerPoint slides that enhance presentations and reinforce verbal points. It’s no exaggeration to say that this book changed the definition of “best practices” for presentations that use PowerPoint.

Presenting to Win: The Art of Telling Your Story” by Jerry Weissman: This classic offers a detailed, almost technical, guide to public speaking. This is the type of book you’ll want to highlight and come back to before every speech you deliver. Although you should read it cover to cover, you’ll eventually get more out of it as a must-have reference title. Mr. Weissman’s examples come almost exclusively from the world of high-tech IPO road shows, but anyone in any sector can learn just as much as his tech clients.

Confessions of a Public Speaker” by Scott Berkun: This book isn’t a public speaking book, at least not in the traditional sense. It’s not particularly granular or tactical—you won’t find much here about proper posture, slide design, or ways to begin a speech, for example. Instead, this book focuses on some of the bigger issues speakers get wrong, such as failing to maintain the audience’s attention, work a tough room, or manage their own fear. Oh, and it’s the funniest book about public speaking I’ve ever read. (Read my full review here.)

Body language

What Every BODY Is Saying: An Ex-FBI Agent’s Guide to Speed-Reading People” by Joe Navarro: Reading body language is notoriously difficult. Sure, some “tells” are more certain than others, but even rather obvious tells usually require other, complementary tells—known as clusters—in order to accurately assess their meaning. That’s why I so thoroughly enjoyed this book, which is filled with all of the responsible caveats but is still an easy read full of fascinating tidbits. Navarro rests his conclusions on the most recent science, but impressively avoids the pitfall of weighing down the book with dense prose. (Read my full review here, and five body language tips from Navarro’s bookhere.)

The Definitive Book of Body Language” by Barbara and Allan Pease: A terrific starter’s guide to body language that covers all of the basics—gestures, eye contact, and deceit signals—and some unexpected material, including the hidden meaning of certain seating arrangements, physical space, and courtship displays. An easy-to-read and highly accessible book.

Crisis management 

Masters of Disaster: The Ten Commandments of Damage Control” by Christopher Lehane, Mark Fabiani, and Bill Guttentag: Preparing in advance for crisis is more important today than ever before. This book helps readers do that by detailing “Ten Commandments” of damage control, the purpose of which are to help restore trust to companies in crisis. But the greatest strength of this book lies in its case studies. The authors went into great detail on numerous recent scandals—ranging from those affecting Toyota, British Petroleum, Penn State University, Tiger Woods, baseball’s steroid users, and a few politicians. (Read my full review here, and an excerpt here.)

RELATED: Hear how top companies adapted to the digital PR industry changes at this August event.

Damage Control: The Essential Lessons of Crisis Management” by Eric Dezenhall and John Weber: This book got a lot of attention upon its original release, as it gleefully tore much of the prevailing crisis communications “wisdom” to shreds. Among other memorable moments, the authors discuss why “getting all of the information out early” is often impossible, why sometimes companies have to do reporters’ jobs for them, and why the oft-cited Tylenol “best practices” crisis response is badly outdated. If you like hearing a smartly argued counterargument, this book’s for you.

The Four Stages of Highly Effective Crisis Management: How to Manage the Media In the Digital Age” by Jane Jordan-Meier: Jane’s straightforward prose, expert sourcing, relevant data, and instructive case studies make this detailed book an easy read. Her international perspective (she cites cases in Australia, Great Britain, the Netherlands, Canada, and the United States) makes clear just how universal these crisis communications truths are. (You can read excerpts here.)

Media training 

Made to Stick: Why Some Ideas Survive and Others Die” by Chip and Dan Heath: The Heath Brothers practice what they preach. Two years after reading their book (for the first time), I still remember many of the anecdotes they shared; those case studies make their underlying and more substantive points even stickier. Their SUCCESs formula is an easily-remembered way to create more effective messages. This is not a “media training book,” but I’ve included it in this section since much of their advice can be applied brilliantly to your media interactions.

The Sound Bite Workbook” by Marcia Yudkin: In her short workbook, Marcia Yudkin offers some terrific advice to help spokespersons create the all elusive “sound bite.” You can use it to create captivating quotes for the media, presentations, website taglines, and marketing messages. This book is only available for the Kindle—and at $2.99, it’s a steal.

Your Public Best: The Complete Guide to Making Successful Public Appearances in the Meeting Room, on the Platform, and on TV” by Lillian Brown: This book, which was updated in 2002, is a bit outdated. Its strongest section—about clothing, makeup, and hair—predates the era of HDTV. So why am I recommending this book anyway? Because Brown’s section on how to dress, apply makeup, and wear your hair is still the strongest on the market. If you plan on making television appearances (or serve someone who will), buy this book and read the first 60 pages. (You can preview some of Ms. Brown’s work here.)

The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview” by Brad Phillips: OK, this is my book. I’m not going to review it myself, because I have an obvious conflict of interest. The book is organized as 101 two-page lessons and covers message development, media interviewing, body language and attire, and crisis communications. I hope you’ll consider adding it to your book collection. (You can read independent reviews here and find free sample lessons here.)

Brad Phillips is the president of Phillips Media Relations, which specializes in media and presentation training. He tweets @MrMediaTraining and blogs at Mr. Media Training, where a version of this story first appeared.

Advertisements

Comments

  1. Reblogged this on MissEnlund.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: