Four ‘must-read’ marketing books in 2012

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Over the last couple of months, several members of my ‘comms community’ have released books on the subjects of social media, PR, influence, SEO and more.

I haven’t had a chance to tackle these yet but I do plan on doing so over the coming months so I thought you might find it useful if I gave you some brief background / context to each in the event you wanted to do the same.

In this edition of ‘Adam’s Book Club’ we’re going to look at new reads from Deirdre Breakenridge, Mark W. Schaefer, Lee Odden and Stephen Waddington and Steve Earl.

Social Media and Public Relations: Eight New Practices for the PR Professional by Deirdre Breakenridge 

I’ve been fortunate enough to work together with Deirdre on a couple of projects lately and her philosophy toward social media and PR is as refreshing as it is inspiring.

Her new book, Social Media and Public Relations: Eight Practices for the PR Professional, looks at the eight new practices that will reserve a seat for PR at the strategic table.

One thing I suggest you do is head over to the product listing on Amazon and use the ‘click to see inside feature’ for a summary of each new PR type.

One of my favourite practices / types Deirdre refers to in her book is that of the The COMMS Organiser:

“The COMMS Organiser is the PR Professional who must educate and redirect an organisation to implement a new communications process. No longer can companies solely rely on the push or broadcast method to distribute their messages.Now it’d your responsibility to pull information from the organisation. You create new types of stories by developing, coordinating and curating content through different channels.”

If you’d like to find out more about the book, check out Deirdre’s recent video blog post which will whet your appetite even more.

Return on Influence by Mark W. Schaefer

Firstly, a big thank to Mark who sent me copy of Return on Influence a few weeks back. I’ve read the first half of it and plan on finishing it up this week.

The most striking part of this book, and Mark’s writing style in general, is the manner in which complicated processes and theories are made terribly simple to understand and grasp.

One of the major topics revolves ‘social scoring’ and influence.

It is a brave new world by Mark makes it a lot easier to navigate via this book (and his blog).

Optimize: How to attract and engage more customers by integrating SEO, social media and content marketing by Lee Odden 

Let me begin by saying that it is VERY HARD to not like Lee.

When this blog began in 2009 he was one of the first people to regularly share my content and contribute to posts whenever I asked.

His limitless online generosity, even though he is behind one of the world’s leading SEO and Content Marketing Blogs ( and has found time to write this book astounds me!

The reason I am looking forward to reading this one is the integrated approach Lee takes to marketing and communications.

While many of the readers of this blog take this as a ‘given’, convincing other people within organisations who don’t share this outlook is a much more difficult proposition.

Lee, via his book Optimize, is set to give me (and you) the firepower to do just that.

Brand Anarchy by Stephen Waddington and Steve Earl

Now, this one could be on my shopping list as early as today (unless the ‘Steves’ want to ping me a review copy…nudge nudge!)

This book, the first UK-based one on the list, questions the make-up of reputation as it currently stands and how that is changing and how it will change even more in the future.

Insights from the likes of Greg Dyke, Alistair Campbell and Philip Sheldrake feature too.

Have you had the chance to read any of these yet?

Which would you recommend and why?

Let it all hang out in the comments section below….

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