Given the recent uproar over Sen. Barack Obama’s comments in regards to the McCain campaign - “you can’t put lipstick on pig,” here is a golden opportunity to recommend an excellent (and in this case, ironic) book.

Torie Clarke, former press secretary for John McCain, Assistant U.S. Trade Representative during the first Bush Administration and Assistant Secretary of Defense for Public Affairs under Donald Rumsfeld (2001-2003) added “author” to her impressive resume in 2006, when she released, “Lipstick on a Pig: Winning In the No-Spin Era by Someone Who Knows the Game.”

Widely recognized as one of our nation’s most innovative communications strategists, Clarke shares the highlights and low lights of her career and most importantly, what she learned from both. “You can put lipstick on a pig, but it’s still a pig,” was the McCain administration’s mantra as the junior senator was embroiled in the savings and loan scandal in the early 1980s. One could trace that scandal and Sen. McCain’s work with Clarke, to his attitude today - promoting “straight talk,” honesty and transparency.

“I return to that old aphorism: you can put lipstick on a pig, but it’s still a pig. If you’ve got a pig on your hands - which is to say, a tough story - no lipstick can be laid on thick enough to cover up that fact…once you figure out you can’t put lipstick on a pig, what you’ve really learned is far more powerful: you’ve learned not to produce a pig in the first place.”

Subsequent chapters detail her experience working in the Pentagon as one of Rumsfeld’s closest advisors on 9-11 and what went into some historical decisions, such as embedding journalists during the invasion of Iraq. All the while she shares frank words of wisdom.

“Deliver bad news yourself, and when you screw up, say so—fast!”

If you’re interested in the world of politics and how it intersects with public relations, this should be at the top of your must-read list. Since McCain launched his presidential campaign, Clarke is surely enjoying some new found popularity - even Amazon.com is temporarily sold out of her book!

I’m one of those people who glosses over a show to watch the commercials and skims through a magazine article to get to the ads. With a clear love of advertising, I approached, “The Fall of Advertising & the Rise of PR,” by Al and Laura Ries with caution. Upon finishing the book, I assure you my concern was unwarranted.

Al and Laura use a number of case studies to demonstrate how advertising has lost its effectiveness largely due to increased costs, increased volume and over exposure throughout the years. They compare ads to the horse and buggy and paintings, which became art forms once replaced by more efficient means like the automobile and photography. To Al and Laura, advertising is award-winning art, extremely creative but producing little results in changing consumer behavior.

According to, “The Fall of Advertising & the Rise of PR,” during the demise of advertising, PR emerged as a successful branding tool. This is supported by examples of strong brands like The Body Shop, Starbucks, Red Bull and Wal-Mart that were built on PR instead of advertising. These companies relied on the idea that PR provides the third party endorsement needed to sway public opinion in an over exposed society.

For the advertising devotees like myself, the book reassures us that ads still have value beyond the Guggenheim. PR can only take a brand so far and once it establishes a brand, it’s advertising’s role to maintain it. The Ries’ caution that brand maintenance doesn’t require flashy, award-winning design, but rather reinforces existing perceptions.

Whether you’re a fan of PR or of advertising, I recommend reading, “The Fall of Advertising & the Rise of PR.” Either way, it will change your perception of how to effectively use both marketing tools.

After recently reading Peter Shankman ’s, “Can We Do That?! Outrageous PR Stunts That Work— And Why Your Company Needs Them,” I came to the realization that I had stumbled upon a PR professional’s handbook for success.

Best known for innovative, out-of-the-box publicity stunts, Shankman is an accomplished PR and marketing professional. He has expertly represented clients such as Snapple Beverage Group, Walt Disney World, American Express, Discovery Networks and Napster. Equally as important, are the little known clients who have achieved unprecedented success through the thoughtful implementation of Shankman’s stunts.

In, “Can We Do That?! Outrageous PR Stunts That Work— And Why Your Company Needs Them,” Shankman shares some of his major successes infused with how-to tips. He believes that no idea is too crazy, but rather possibly the best platform for your client’s message.

Shankman inspires readers to take the long way to work one day, do something scary or walk in someone else’s shoes in order to harness their creativity. His anecdotes of the yarn bus, skydiving with reporters and throwing his own corporate-sponsored birthday party are not just interesting stories but blueprints for creating highly publicized events.

As a young PR professional, this book inspired me to look at publicity in a fresh and enthusiastic way. Replacing cookie-cutter press releases will be creative, maybe even zany, approaches to publicizing my clients. While I might not take up skydiving, I’m a firm believer in Shankman’s methods.

I openly confess that, thanks to the barrage of reading my job requires, I reluctantly approach business books after hours. But there I was on a perfectly good Sunday afternoon turning to chapter one of “Never Eat Alone” by Keith Ferrazzi for the first edition of Talk PR’s Book Nook. I soon found myself enthralled in the stories he told as he walked me through events in his life and revealed his secrets to success.

In the easy to read passages of the book, Ferrazzi shared his personal experiences as he clearly mapped out how networking is the greatest secret of modern business. Through inspiring stories, he shared the techniques that have made him a master networker and a very successful person. I found myself examining every relationship I’ve ever established and how I could apply his techniques. These were not, as he pointed out, merely social exchanges but opportunities to reach out to people whom I could help excel and who may return the favor one day.

Ferrazzi’s de-emphasis on personal gain resonated with me as I shook my head at the parables of those who had selfishly used their networking abilities. I saw my own missed opportunities in the tales of people who missed out on the importance of networking. Page after page, I realized I’d been missing the boat but now I had my boarding pass.

Though I can’t say I’ve been completely cured of my after hours reading skepticism, I can say I’m now a networking believer. I encourage everyone to take some time to read “Never Eat Alone.” If you don’t feel it has a positive impact on your way of thinking, I owe you lunch.