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Real-Time Marketing and PR written by David M. Scott was a phenomenal book for the future public relations professional. The book was applicable to many professions, but particularly to those in communications management and should be required when entering into a senior role. The notion of time and attention is changing with everything becoming instantaneous. People are becoming more and more impatient for information and require instant gratification for many things. For companies and communications departments to engage in real-time marketing and public relations, they must change their mindset to allow for improvisation, outside of the corporate rulebooks.