In order to be successful in Public Relations, you need to grasp what it is, what it isn't, and how it works and why. Otherwise, you'll never be able to build the right team, determine the best strategies to amplify visibility and gain traction, or have the ability to effectively measure it.
Check the links under the book for more great PR and Marketing ebooks.
Hat tip to PR Squared for the link.
Social Media Marketing Manager
Palo Alto Software