One of the best ways for PR professionals to stay informed of industry news is to subscribe to public relations publications. There are many publications, trade journals and newsletters available that cover current trends in PR; but rather than inundate yourself by subscribing to them all, you may want to pick and choose the ones that best meet your business's needs.

There is a huge selection of PR publications to choose from. Where some are very limited and cover specific topics, others give an overview of the whole industry and offer a variety of resources. The trick is to get the most information out of the fewest resources, thus saving you money and keeping you well informed without consuming all your valuable time. When choosing a public relations book, journal or magazine, remember the following:

1. Some public relations magazines offer free trial subscriptions that you can take advantage of.

2. When subscribing to publications, find out what period your payment covers. Make sure you receive any back issues within the time period you're paying for. Some publications may just begin subscription with the current issue.

3. Order your public relations magazine directly for its website, if possible, or you may miss out on subscription perks.

Action Steps
The best contacts and resources to help you get it done

Subscribe to PR magazines and take advantage of the perks

Many publishers offer discounted pricing with subscriptions, in addition to other perks. Check to see if they offer free trial subscriptions or copies. You may even be able to cancel your subscription without payment or penalty if you are not absolutely satisfied.

I recommend: PR Week offers discounts on their subscriptions, which include its annual contact directory. If you subscribe to PR News, you receive special pricing, and you also get access to the website's subscriber-only section. Additionally, you can choose to purchase a group subscription package for even more savings.

Take advantage of an online PR journal, magazine or publication

E-mags and web publications have evolved for the better, and there are many benefits to taking advantage of them. Not only are they readily available, the medium also allows publishers to compliment articles with multimedia resources. You may have to sign up as a member, but that can be an added bonus. It could get you access to free sample copies or journal archives.

I recommend: Ragan Communications offers a wide range of online resources for PR professionals, such as eNewsletters, podcasts and blogs. Platform Magazine is an online publication offering a wide range of articles on PR.

Join a professional association for access to publications in public relations

If you own a business, you may consider becoming a member of an association for PR professionals. As a member, you'll receive access to free publications, as well as other informational resources. If you sign up as a business, you can extend these services to your employees as well.

I recommend: The Public Relations Society of America and the International Association of Business Communicators are both industry associations that offer online publications. The former includes a book recommendation section.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Check with your local library for PR journals or other publications, as many subscribe to online databases that may include journals and industry magazines.