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

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

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

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.