The PR Masterclass: How to Develop a Public Relations Strategy That Works

The PR Masterclass: How to Develop a Public Relations Strategy That Works

Book rating: 05 Hardback

By (author) Alex Singleton

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  • Publisher: John Wiley & Sons Inc
  • Format: Hardback | 208 pages
  • Dimensions: 160mm x 230mm x 24mm | 480g
  • Publication date: 1 July 2014
  • Publication City/Country: New York
  • ISBN 10: 1118756231
  • ISBN 13: 9781118756232
  • Sales rank: 111,107

Product description

Written by former staff journalist turned PR trainer/consultant Alex Singleton, The PR Masterclass distills the secrets of effective PR and shows how to put in place a practical, reliable and successful media strategy for your product, business or activity. This useful guide is aimed at PR professionals as well as small business owners and entreprenuers implementing a PR strategy for the first time.

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Author information

Alex Singleton is one of the world's leading strategists. Through consultancy, training and speaking, he helps organisations, large and small, all over the world. Companies such as Kellogg's, Virgin Atlantic and FirstGroup, along with major charities and public bodies, have turned to him for his expertise. Alex was previously a journalist at The Daily Telegraph in London and has also written for The Guardian, The Daily Express and Mail Online. He has been interviewed on countless news programmes on broadcasters such as the BBC, CNN, CNBC and Bloomberg, and has appeared on Channel Four's comedy show 10 O'Clock Live . He ran PR campaigns as Research Director of the Adam Smith Institute and President of the Globalisation Institute, and has given testimony in the House of Commons and the House of Lords select committees.

Customer reviews

By Justin Walker 11 Dec 2013 5

I bought this on Kindle but it is so useful that I've ordered the hardback version as well. I have worked in PR for five years, but love this this book. It is crammed full of useful information and I have already started implementing ideas generated from reading it.

Review quote

"...comprehensive, clear and incredibly practical." (PR Week, January 2014) "We think it's great how Alex explains why most media campaigns fail. This book helps readers understand how to develop and pitch material that's newsworthy, credible and rivals competitors." (Talk Business, March 2014)

Back cover copy

Would you like more media coverage? Alex Singleton, a former national newspaper journalist, has witnessed countless PR campaigns both good and bad. He now reveals the secrets of implementing a PR strategy that delivers the greatest results. "The PR Masterclass" is packed with practical advice and insights that will make you return to the book again and again. Whether your PR budget is large or small, it will ensure you develop and pitch newsworthy material that outdoes most of what is put out by the PR industry. It will help you to become a thought leader who magnetises the media with columns, letters and appearances on TV and radio. And it will show you how to react effectively if the media goes hostile. An utterly frank account of why some PR activities success and others fail, this is a must-read for anyone who deals with the media. "PR can do more for your money than any other marketing tool. But very few people understand how to use it. Alex does because he has been at the receiving end. So will you if you read this remarkably practical book." --Drayton Bird, author, "Commonsense Direct" and "Digital Marketing" "The lessons contained within "The PR Masterclass" should be plastered all over the walls of organisations seeking to utilise the media effectively for their campaigns. This book is a must-have reference point." --Ryan Bourne, CityAM columnist and Head of Economic Research, Centre for Policy Studies

Flap copy

"This is an important book about public relations and how the media is changing. Singleton is a straight-talking journalist-turned-practitioner who pulls no punches. He calls on the industry to grow up and adopt the rigor of a professional discipline. It's a call to action that I whole-hearted support. You should read "The PR Masterclass" if you're new to public relations or work in the profession and want to continue doing so." --Stephen Waddington, European Director, Ketchum and the 2014 President of the Chartered Institute of Public Relations (CIPR) "Every page is packed with insight and practical advice." --Steve Harrison, co-founder, Harrison Troughton Wunderman ""The PR Masterclass" holds the secrets to transforming your relationship with the media. Journalists will thank you for reading it." --David Hamilton, Head of Public Relations and Engagement, Action for Children. "Provides all you need to know about securing press coverage." --Fraser Seitel, O'Dwyer's PR magazine ""The PR Masterclass" is the best book on public relations ever written." --Madsen Pirie, President of the Adam Smith Institute, and formerly a Daily Mail Leader writer and US syndicated columnist "Alex Singleton's book on public relations strategy is an excellent practical guide to the real world of PR." --Ray Hiebert, Editor, Public Relations Review.

Table of contents

Foreword vii Preface xi 1 Why Public Relations Campaigns Fail -- and How to Make Them Succeed 1 2 How to Develop a Story Idea that Is Newsworthy 23 3 How to Build and Maintain an Effective List of Journalists 49 4 How to Write an Attention-Grabbing Press Release 67 5 Dealing with Incoming Media Enquiries 97 6 How to Successfully Pitch a Letter 109 7 Persuade the Public with Compelling Comment Articles 129 8 The Secrets of Effective Television and Radio Appearances 147 9 How to Choose an Agency or Consultant 159 10 Future Learning 173 About the Author 181 Acknowledgements 183 Index 185