Any recomendations for books about PR.

Anyone knows any good book (articles, any source) about Public Relations. I need something that can realy be aplied in real word.

To be specific - I'm doing a redesign (not just design, new functions ...etc) of a job search site. Ussual stuff, jobseekers post their resumes, employers post their open positions. Both can search for the other thing ...etc

It's been online for more than a year - but nothing serious done about it as it was finished in rush as a school project.

In the mean time it started working out on itself ( Who said : 'You just build it and they will come' doesn't work? ) - people are comming, posting ads ...etc So I figured I could make some money out of it.

(I didn't just figured out, I checked competition, have a business plan for the site ...etc)

And I'm planing to promote it both off/on line. Among other things I hopped to let know the media about it as I live in country where uneployment is very high so it should be interesting to them. (Serbia and Montenegro - former Yugoslavia)

But I don't know how to aproach them. Just call them and say: 'Hi, I have a website that you might be interested in writing an article about ...etc." ... or ...

Any other ideas on promotion or functions that could be usefull on such a site are welcome ...

Thanks.