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When starting a business, founders probably want to keep costs low. Unfortunately, a good marketing plan usually comes with a big budget.

Except that is, for PR. PR, or public relations, is all about marketing in press.

Imagine you are a business selling a new lipstick. Advertising would include buying up a billboard and putting a picture of the product in there, PR would be speaking to local journalists to get it added to their 鈥楤est lipsticks鈥� feature in a magazine.

Whilst advertising is a brand essentially saying 鈥榣ook, my product is great!鈥�, PR is a beauty expert, saying 鈥榣ook, this product is great.

That鈥檚 why it can be so impactful.

In fact, a Nielsen study found that PR is almost 90% more effective than advertising in driving sales conversion 鈥� making it a very strong marketing tool.

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Is PR Expensive?

Because PR is all about relationships and focuses on editorial coverage, securing it can essentially be free鈥�if you know what you鈥檙e doing.

Nowadays, thousands of PR agencies exist, helping businesses get their products and spokespeople in front of audiences of millions of readers. Whilst PR certainly isn鈥檛 easy, it is definitely something that small businesses can try their hand at themselves, before they have the budgets to bring in the professionals.

Luckily, learning the art of PR is easier thanks to some of the best in the business writing down their tactics in books.

Here, we look at some of the best books around if you want to master the art of PR.

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The PR Masterclass

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This book is written by a former journalist, who talks about the best way to get media to care about your business.

The ideas can be relevant to any budget, making them perfect for startups with limited finances.

Buy the book .

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Public Relations For Dummies

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If you鈥檙e new to PR, this book is a perfect starting point.

It covers everything from crafting a PR strategy, to getting noticed, generating media relationships and measuring success.

If you鈥檙e a business and you don鈥檛 know where to start 鈥� this book is for you!

Buy the book .

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The Business of Persuasion

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Harold Burson was once described as the 20th century鈥檚 most influential PR figure.

Across his 70 year career, he learnt everything about how to build and promote brands that journalists care about. This book is all about the art of PR, from the best in the business.

Buy the book .

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Spin Sucks: Communication and Reputation Management in the Digital Age

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PR can be a bit of a dirty game, full of smoke and mirrors. This book takes a more ethical approach, focusing on how to create honest, responsible and authentic stories.

Written by Gini Deitrich, it鈥檚 a powerful tool to remember that good PR is done ethically, as well as impactfully.

Buy the book .

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Crisis Ready: Building an Invincible Brand in an Uncertain World

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If you鈥檙e putting a brand out into the world, you need to know how to deal with a media crisis.

In this book. Melissa Agnes talks about how to manage reputational risks and build a brand that comes out stronger after a crisis.

Buy the book .

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The New Rules of Marketing and PR

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Modern PR isn鈥檛 just about newspaper placements 鈥� it鈥檚 about influencers, podcasts, social media and more.

This book focuses around the importance of speaking directly to your audience, making connections and driving conversion. It鈥檚 a great reminder to stay nimble during PR, with tons of examples to bring the ideas to life.

Buy the book .