Short Synopsis
A handbook for pushing the limits of PR to inventing things, rather than only promoting them. When PR teams live or die on the success or failure of the products and services they support, Invention in PR shows how they can take a stronger hand in their creation.

Full Synopsis
A handbook for pushing the limits of PR to inventing things, rather than only promoting them. When PR teams live or die on the success or failure of the products and services they support, Invention in PR shows how they can take a stronger hand in their creation. This book says the profession can do better than waiting for someone else to determine, develop, and package what a company sells. It spurs PR pros to go beyond what they're handed and come up with new products and services that change a brand's life.

Through tales of award-winning campaigns passionately told by their creator, listeners learn how to apply invention at the beginning of the PR process and take away usable strategies and tactics. With PR under constant pressure to evolve, communications pioneer Adam Ritchie uncovers practitioners' aptitude for invention and empowers them to harness it.

For PR professionals ready to rebel against taking a back seat to their counterparts in marketing and advertising, Invention in PR teaches them how to beat every other discipline to the punch by coming up with the product or service idea first. This guide will fire up professionals of all generations about what they can build. It will change the way experienced pros approach their jobs, and inspire students to break the rules in the best possible ways.

"Invention in PR is a refreshing take on public relations that goes beyond traditional tactics and presents a better way of thinking about the value PR pros provide." —Amanda Fountain, LEGO Education Digital Engagement Lead

"Adam Ritchie's Invention in PR gives you a jump-start to stimulating creativity and coming up with inventive activations that really move the needle and make audiences care." —Steve Barrett, PRWeek Editorial Director

"Ritchie has made a successful go of doing just that, and in Invention in PR he instructively lays out the reasoning for his signature approach to PR, and ways of making it work. The book is a must-read for the gamut of people in the communications business: as thought-provoking for newcomers wanting to make their mark, as for industry vets looking to mix things up." —Diana Marszalek, PRovoke Senior Reporter

"Adam Ritchie offers us the valuable cheat codes to the future of PR, showing how we can have as much influence on product development as we do on product promotion." —Glen Schwartz, Dunkin' Vice President, Communications