The PR Masterclass: How to develop a public relations strategy that works! - Hardcover

Singleton, Alex

Hardcover

ISBN 10: 1118756231 ISBN 13: 9781118756232

Publisher: Wiley, 2014

Synopsis

The PR Masterclass is written by former newspaper, magazine and digital journalist Alex Singleton, who is now a prominent PR trainer and consultant. It reveals 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 – one that delivers the greatest results. Through the book, you get to discover how to develop and pitch effective newsworthy material, regardless of your budget. The PR Masterclass is aimed at PR professionals as well as small business owners and entrepreneurs implementing a PR strategy.

"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 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

"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 rigour of a professional discipline. It's a call to action that I wholly heartedly 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 2014 President of the Chartered Institute of Public Relations (CIPR)

"Provides all you need to know about securing press coverage."
―Fraser Seitel, O'Dwyer's PR magazine

"Every page is packed with insight and practical advice."
―Steve Harrison, co-founder, Harrison Troughton Wunderman

"Written in a no-nonsense style, every chapter contains a mine of information about the subject. What's more, it's clear that Alex knows the business inside out. This is the kind of book you need to have close at hand. Do what it says, and you'll be miles ahead with your PR."
―James Hammond, brand consultant

"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

About this title

About the Author

Alex Singleton is Director of Communications and Marketing at a large healthcare company. The Chartered Institute of Marketing (CIM) has described him as "one of the world's leading public relations strategists", and he is a Fellow of the both the CIM and the Public Relations and Communications Association.

Until 2011, he was a journalist at The Daily Telegraph. He has 16 years' experience writing for newsstand publications, which have included The Guardian, The Daily Express and a wide range of IT titles - including as a Business Editor for the International Data Group, the world's largest IT publisher. He has worked in three capital cities: London, Washington DC and Brussels. 

Alex has been interviewed many times on the television and radio, and has appeared on the BBC's Newsnight, the Today programme, The Moral Maze, World Business Report, Channel 4′s Ten O'Clock Live, CNBC, Bloomberg, CNN, Al Jazeera, Channel 4 News, and Sky News.

Alex has an MBA from the University of Surrey and is currently studying an MSc in International Marketing at King's College London.

From the Back Cover

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

From the Inside Flap

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

Edition details

• Publisher: Wiley
• Publication date: 2014
• Language: English
• ISBN 10: 1118756231
• ISBN 13: 9781118756232
• Binding: Hardcover
• Edition number: 1
• Number of pages: 208