Description
Book SynopsisWritten 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.
Trade Reviewcomprehensive, clear and incredibly practical. (PR Week, January 2014) The PR Masterclass is an easy-to-read book with its conversational nature and clear structure. The book is a great guide that can easily be referred back to again and again. (Behind the Spin, February 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) a book you ll want to refer to time and time again as a refresher into why PR exists and what it s meant to achieve. Definitely one for every PR bookshelf. (The Spin Alley, March 2014) Alex Singleton is a man who knows his industry. The research he undertook for The PR Masterclass certainly highlights his attention to detail and desire to offer his readers practical information. (B2B Marketing, March 2014) if you want to read more about how to develop an effective PR strategy, I can highly recommend The PR Masterclass by Alex Singleton It's filled with ideas, tips and tricks to get your charity in the headlines at very little cost. (The Guardian's Voluntary Sector Network blog, April 2014)
Table of ContentsForeword 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
