Books like Understanding Public Relations — picked by fans

As in my second recommendation, Harari adds the historical perspective to humanity’s survival.

The coming battle with AI is just the latest for humans. One hundred thousand years ago, at least six humanoid species inhabited the Earth and battled for survival. Today there is just one. Us. Homo sapiens.

Harari does a beautiful job of explaining how our species succeed in the battle for dominance. He describes how our foraging ancestors come together to create cities and kingdoms; how did we come to believe in gods, nations, and human rights; to trust money, books, and laws; and to be enslaved by bureaucracy, timetables, and consumerism?

We need to understand our past to properly control our future with AI.

This book has been a go-to for years, as I really appreciate Simon’s guidance to ALWAYS clarify the mission and purpose of any organization before digging deeper into the strategies and action plans to advance the mission.

All too often, my bias for action had driven me to jump into the work of creation and delivery. If every single player on the field with me wasn’t 100% bought into the game we were playing, why we were there, and where we wanted to be in the future, we wasted precious time and resources.

Simon Sinek taught me to pause and bring great intention to the enrollment in the mission of any venture. I also appreciate his insights into the stretch zone where people are most effective driving change. We don’t want to be cozy or panicked at work, but stretched in pursuit of meaningful change, and always better together.

This book ought to be required reading for every high school student. I didn’t read it in high school. But I’m grateful I found and read it a short few years ago. Why? Because I’m never going to win the rat race. The harder I try, the worse off I’ll become because “the rats” keep getting bigger and faster.

While it's a truism to say that time is the most precious resource, until recently, I didn’t act that way. I know that each of us has limited time, energy, and resources. So, getting more comfortable with the fact that my life is finite is key. Becoming a productivity master is a fool's errand. And the author, Oliver Burkeman, does a stunning and entertaining job of helping you get off that treadmill to live a better, fuller, and more meaningful life.

Here we are in the world of the metaverse. So many public relations books are about what the practice looks like now. This one is different. It’s inviting us to look at what the world will look like when just about everything is infused with AI and total sensory immersion is commonplace. It invites us to look at how public relations can harness these technologies and the power they will give us to develop incredible knowledge about people, build deep relationships and emotional connections. If so inclined, we could manipulate people without them even knowing it. For me this was a wake-up call to the profession. We can’t just be seduced by the shiny tools of technology, but need to step back and reflect on their ethical implications.

I love this book because it is gloriously messy—which is exactly what our fundraising communication needs to look like.

Too many nonprofits hide behind sterile, corporate language that completely kills their appeals. Jeff Brooks teaches you how to write with raw emotion and urgency. If you write fundraising letters and want people to actually read them, this is mandatory reading.

One thing that I’ve seen happen is that UX professionals and aspiring UX professionals focus intensively on learning the methods needed to practice UX to the detriment of focusing on learning necessary soft skills.

There is a whole category of books that, while not UX specific, talk about how to practice those soft skills. This book is one of my favorites – it explains the value of building your network and relationships towards professional success.

Those relationships are really one of the keys to career success as a UX professional.

This was the book that kicked off my obsession with mind control, social psychology, and media hacking. Ryan Holiday is one of the modern era's best marketers, and he's a pretty great writer as well. When he ran the marketing at American Apparel (at twenty-something), he took hype to new heights.

A small list of some of his stunts: Hiring a porn star to pose in nothing but socks in an ad for a clothing company, secretly defacing his own clients' billboards to generate publicity, and provoking a famous Internet media startup legend to threaten to punch him in the face in order to drive up book sales.

In this book, he reveals all his tricks while delivering a scathing critique of the broken system that let him do what he did.

In the ‘creative’ agency where I worked we always looked down our noses at P.R. But reading this book I realised to my shame that the thinking of the best PR experts has generally been way ahead of the plonky theories of ad agencies.

Why try to ‘persuade’ people when you can create a version of reality that makes persuasion unnecessary? Compared with the jiu-jitsu of great P.R. even the best ads look like a clumsy punch on the nose.

This book is a classic. I recommend it to all my students. While the events discussed are dated: Three Mile Island, silicone breast implants, the Exxon Valdez oil spill, I found the lessons to be perennial.

Lawrence Susskind and Patrick Field show that when companies or government agencies focus on defending themselves during a crisis and fail to take responsibility, public confidence is only further eroded. I really enjoyed that, in the end, Dealing with an Angry Public is a practical guide to restoring and keeping trust, one that professionals in nuclear energy, public health, and other controversial fields would do well to read and understand. 

When I arrange for my clients to do a radio or podcast interview, some sell books, while others do not. Why is that?

In many cases it’s the little things said during an interview that make people want to buy that book. That’s why Media training is important, because what good is landing an interview if you can’t get the listener/viewer to take action and buy the book? If you take your interviews seriously then read this book. Besides learning tips and techniques you’ll gain confidence which is an important element of any interview. This book is for anyone who is planning on getting media coverage including: Authors, C-Suite Execs, Politicians, and Sports Figures. 

The author Jess Todtfeld worked as a national TV-News Producer at NBC, ABC and FOX News. He coached guests on how to look and sound good for years. Now he brings that experience to his… show more.