![\"ggaetaniannini\"](\"https:\/\/www.publicityhound.com\/wp-content\/uploads\/2009\/10\/ggaetaniannini.jpg\" "\\"ggaetaniannini\\"")
Occasionally, I’ll get a call from somebody who thinks it might be “fun and interesting” to be in the world of PR, or a\u00a0publicist.\u00a0But they don’t want to go back to college and spend more than $50,000 on a\u00a0degree in PR or communications.<\/p>\n
So they ask me what the best way is to break into the business.\u00a0I suggest they follow\u00a0the same people I follow:<\/p>\n
—BL Ochman and her whatsnext blog<\/a><\/p>\n —David Meerman Scott<\/a><\/p>\n —Book marketing guru John Kremer and his excellent blog<\/a> and weekly ezine<\/p>\n —Anything published at the Bulldog Reporter site<\/a>, particularly its Journalists Speak Out interview series.\u00a0<\/p>\n I’m adding Gaetan Giannini Jr.’s\u00a0new book,\u00a0“Marketing Public Relations: A Marketer’s Approach to Public Relations and Social Media” <\/a>(Prentice Hall, $93.33) to my list. Several years ago, Giannini, business department chair at Cedar Crest College in Allentown, Pa., seached for a\u00a0public relations textbook tailored to marketing students, instead of communications or journalism students.\u00a0 When he couldn’t find what he was looking for, he decided to write one.<\/p>\n He has\u00a0had an extensive marketing background, having worked for several years in sales and marketing for industrial instrumentation companies before landing at Cedar Crest .\u00a0In addition to writing a public relations book from a marketer’s perspective, he reveled in the opportunity to write about the burgeoning world of social media, which he claims has been widely ignored by academics. PR and social media from a marketing perspective<\/strong><\/p>\n “Most of the textbooks that were written about Web 2.0 were written on the technical side.\u00a0 As far as I know, there is not one textbook out there at this point that covers this topic from a marketing perspective,” he said.\u00a0<\/p>\n Each chapter begins with a PR success story. They include:<\/p>\n Practical experience for students<\/strong><\/p>\n What really makes this book a must-read for anyone going into PR or publicity, or for marketing student who want to learn more about PR,\u00a0are the “chapter objectives” that kick off each chapter and show\u00a0show students what they should be able to do after reading it,\u00a0and the three\u00a0special sections at the end of each chapter. They include:<\/p>\n Don’t let the steep price deter you. There’s three times as much content as you’ll find in\u00a0most other PR books, and most chapters tackle a topic in-depth, with lots of practical tips.<\/p>\n I loved the chapter on Building a Connector List, and how to determine the types of media that can help you spread your message.\u00a0I’ll be sharing those tips later this week and excerpting more\u00a0from the book in the months ahead.\u00a0(Disclosure: I contributed to the book.)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\n While “Marketing Public Relations” is a textbook for mid-level marketing students—one which Giannini will use in his classes this fall and which will be available for general consumption for educational institutions by spring semester—he is quick to note that the\u00a0content is perfect for any organization that wants ideas and\u00a0strategies to promote its products and services.<\/p>\n \u00a0By the way, I love the press release\u00a0about the book.<\/p>\n","protected":false},"excerpt":{"rendered":" Occasionally, I’ll get a call from somebody who thinks it might be “fun and interesting” to be in the world of PR, or a\u00a0publicist.\u00a0But they don’t want to go back to college and spend more than $50,000 on a\u00a0degree in PR or communications. So they ask me what the best way is to break into\u2026 Read More<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","iawp_total_views":3,"wds_primary_category":606,"footnotes":""},"categories":[606],"tags":[29,631,205,281,610],"class_list":{"0":"post-4982","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-public-relations","7":"tag-media-relations","8":"tag-nonprofits","9":"tag-pitching","10":"tag-press-kits","11":"tag-publicist","12":"entry"},"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"Joan Stewart","author_link":"https:\/\/purelysupp.com\/publicity\/author\/jstewart\/"},"_links":{"self":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/4982","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/comments?post=4982"}],"version-history":[{"count":1,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/4982\/revisions"}],"predecessor-version":[{"id":42020,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/4982\/revisions\/42020"}],"wp:attachment":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/media?parent=4982"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/categories?post=4982"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/tags?post=4982"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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\n\u00a0\u00a0\u00a0 <\/li>\n![\"marketingpublicrelations\"](\"https:\/\/www.publicityhound.com\/wp-content\/uploads\/2009\/10\/marketingpublicrelations1.jpg\" "\\"marketingpublicrelations\\"")
One of the problems with books about social media is that\u00a0sections can be out of date by the time the ink is dry.\u00a0Still, this is a valuable book that encourages the student to not just learn it, but do it. My only wish is that it had\u00a0included informaton about the importance of using keywords in press releases<\/a>\u00a0so they are search-engine friendly.\u00a0<\/p>\n