Singleton The PR Masterclass

How to develop a public relations strategy that works!
1. Auflage 2013
ISBN: 978-1-118-75620-1
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 208 Seiten, E-Book

The PR Masterclass is written by former newspaper, magazineand digital journalist Alex Singleton, who is now a prominent PRtrainer and consultant. It reveals the secrets of effective PR andshows how to put in place a practical, reliable and successfulmedia strategy for your product, business or activity - onethat delivers the greatest results. Through the book, you get todiscover how to develop and pitch effective newsworthy material,regardless of your budget. The PR Masterclass is aimed at PRprofessionals as well as small business owners and entrepreneursimplementing 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 hehas been at the receiving end. So will you if you read thisremarkably practical book."
--Drayton Bird, author, Commonsense Direct and DigitalMarketing
"The lessons contained within The PR Masterclass should beplastered over the walls of organisations seeking to utilise themedia effectively for their campaigns. This book is a must-havereference point."
--Ryan Bourne, CityAM columnist and Head of EconomicResearch, Centre for Policy Studies
"This is an important book about public relations and how themedia is changing. Singleton is a straight-talkingjournalist-turned-practitioner who pulls no punches. He calls onthe industry to grow up and adopt the rigour of a professionaldiscipline. It's a call to action that I wholly heartedly support.You should read The PR Masterclass if you're new to publicrelations or work in the profession and want to continue doingso."
--Stephen Waddington, European director, Ketchum, and 2014President of the Chartered Institute of Public Relations(CIPR)
"Provides all you need to know about securing presscoverage."
--Fraser Seitel, O'Dwyer's PR magazine
"Every page is packed with insight and practical advice."
--Steve Harrison, co-founder, Harrison TroughtonWunderman
"Written in a no-nonsense style, every chapter contains a mineof information about the subject. What's more, it's clear that Alexknows the business inside out. This is the kind of book you need tohave close at hand. Do what it says, and you'll be miles ahead withyour PR."
--James Hammond, brand consultant
"Alex Singleton's book on public relations strategy is anexcellent practical guide to the real world of PR."
--Ray Hiebert, Editor, Public RelationsReview

Autoren/Hrsg.

Singleton, Alex

Inhaltsverzeichnis

Foreword vii
Preface xi
1 Why Public Relations Campaigns Fail - and How to MakeThem Succeed 1
2 How to Develop a Story Idea that Is Newsworthy 23
3 How to Build and Maintain an Effective List of Journalists49
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 Appearances147
9 How to Choose an Agency or Consultant 159
10 Future Learning 173
About the Author 181
Acknowledgements 183
Index 185

Über Autor(innen)

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.