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Forget PR, and focus on marketing.

Learn to market well, and the PR will write itself.

Any book by Dan Kennedy is good.

If you're looking for a marketing book, check out:

"Covert Persuasion: Psychological Tactics and Tricks to Win the Game" by Kevin Hogan http://www.amazon.com/Covert-Persuasion-Psychological-Tactic...

Great book about all-around persuasion techniques , marketing, and also copywriting.

This looks interesting as well. Thank you!

Wow, this guy wrote a number of books! They look very interesting, thanks a lot!