Just released – Marketing Public Relations: A Marketer’s Approach to Public Relations and Social Media by Gaetan Giannini, a new textbook that covers a truly integrated approach to promotion using both new and traditional media.
Wait – a textbook? Why would I be excited about a textbook? Two reasons:
- While the subject of public relations (PR) is usually taught in schools from either a communications or journalism perspective, this book covers PR from a marketing perspective. Gaetan, a former marketing exec who is now an assistant professor and department chair at Cedar Crest College, wrote the book because he was unable to find a suitable text that integrated current PR and marketing practice in the new media landscape.
- It’s a great reference for business practitioners – those new to marketing and marketing generalists who know the value of PR but don’t apply it everyday.
According to Gaetan, this book “recognizes the similarities between PR, word-of-mouth, and social networking media and creates a framework for constructing marketing strategies that incorporate these highly credible and cost-effective tools.”
The book explains current PR applications (“Non-Media Connectors and Word-of-Mouth”) and updates traditional PR practices (“The Press Kit and Press Release,” “Selling the Story,” and “Crisis Management”). It also features a full glossary (in addition to defining key terms throughout each chapter) and index.
The book is reasonably priced for a textbook – around $90. Quite a bargain for a business reference book considering the price of a costly PR mistake.
To learn more, check out Gaetan’s book-related blog on Marketing Public Relations.