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What are your PR “must reads?”

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As PR pros, we all do our fair share of reading. Me? I read the Wall Street Journal, CNN, and various local publications. Esquire and Golf Digest. And, of course, I read my fair share of PR and social media blogs. Where I fall short–at least lately–has been my book reading. You know, those hard-covered repositories of information and insights? 

Sure, I read some non-fiction and an occasional Vince Flynn novel, but what are today’s “must reads” for PR pros? Instead of sharing what I think you should read, I enlisted the help of my trusted PR colleagues. Here’s what they had to say (interesting to note that very few of these suggestions were actually traditional “PR” books). 
What would you add to this list?
Kellye CraneElements of Style (William Strunk and E.B. White) and The New Rules of Marketing and PR (David Meerman Scott)
Lisa HoffmannEmotional Intelligence (Daniel Goleman), World Wide Rave (David Meerman Scott)
Jen WilburGroundswell (Charlene Li and Josh Bernoff) and The Influentials (Jon Berry and Ed Keller)
Lauren VargasNever Eat Alone (Keith Ferrazzi and Tahl Raz) and Made to Stick (Chip and Dan Heath)
Dave FleetNow is Gone (Brian Solis/Geoff Livingston) and Tactical Transparency (Shel Holtz, John Haynes and Lynne Johnson)
Kelly GroehlerThe World is Flat (Thomas Friedman), Execution (Larry Bossidy, Ram Charan and Charles Burck), and The Snowball (Alice Schroeder)

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What are your PR “must reads?”

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