{"product_id":"the-pr-masterclass-isbn-9781118756232","title":"The PR Masterclass","description":"\u003ci\u003eThe PR Masterclass\u003c\/i\u003e 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.  \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eDrayton Bird, author, \u003ci\u003eCommonsense Direct and Digital Marketing\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eRyan Bourne, CityAM columnist and Head of Economic Research, Centre for Policy Studies\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e—Stephen Waddington, European director, Ketchum, and 2014 President of the Chartered Institute of Public Relations (CIPR)\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Provides all you need to know about securing press coverage.\"\u003cbr\u003e —\u003cb\u003eFraser Seitel, \u003ci\u003eO'Dwyer's PR\u003c\/i\u003e magazine\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Every page is packed with insight and practical advice.\"\u003cbr\u003e \u003cb\u003e—Steve Harrison, co-founder, Harrison Troughton Wunderman\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eJames Hammond, brand consultant\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Alex Singleton's book on public relations strategy is an excellent practical guide to the real world of PR.\"\u003cbr\u003e —\u003cb\u003eRay Hiebert, Editor, \u003ci\u003ePublic Relations Review\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eForeword vii\u003c\/p\u003e \u003cp\u003ePreface xi\u003c\/p\u003e \u003cp\u003e1 Why Public Relations Campaigns Fail – and How to Make Them Succeed 1\u003c\/p\u003e \u003cp\u003e2 How to Develop a Story Idea that is Newsworthy 23\u003c\/p\u003e \u003cp\u003e3 How to Build and Maintain an Effective List of Journalists 49\u003c\/p\u003e \u003cp\u003e4 How to Write an Attention-Grabbing Press Release 67\u003c\/p\u003e \u003cp\u003e5 Dealing with Incoming Media Enquiries 97\u003c\/p\u003e \u003cp\u003e6 How to Successfully Pitch a Letter 109\u003c\/p\u003e \u003cp\u003e7 Persuade the Public with Compelling Comment Articles 129\u003c\/p\u003e \u003cp\u003e8 The Secrets of Effective Television and Radio Appearances 147\u003c\/p\u003e \u003cp\u003e9 How to Choose an Agency or Consultant 159\u003c\/p\u003e \u003cp\u003e10 Future Learning 173\u003c\/p\u003e \u003cp\u003eAbout the Author 181\u003c\/p\u003e \u003cp\u003eAcknowledgements 183\u003c\/p\u003e \u003cp\u003eIndex 185\u003c\/p\u003e  \u003cp\u003e\"Comprehensive, clear and incredibly practical.\" (\u003cem\u003ePR Week\u003c\/em\u003e)\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\"If you want to read more about how to develop an effective PR strategy, I can highly recommend \u003cem\u003eThe PR Masterclass\u003c\/em\u003e by Alex Singleton.\" (\u003cem\u003eThe Guardian\u003c\/em\u003e) \u003c\/p\u003e\u003cp\u003e\"\u003cem\u003eThe PR Masterclass\u003c\/em\u003e??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.\" (\u003cem\u003eBehind the Spin\u003c\/em\u003e) \u003c\/p\u003e\u003cp\u003e\"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.\" (\u003cem\u003eThe Spin Alley\u003c\/em\u003e) \u003c\/p\u003e\u003cp\u003e\"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.\" (\u003cem\u003eB2B Marketing\u003c\/em\u003e)   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eALEX SINGLETON\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003eAlex was previously a journalist at \u003ci\u003eThe Daily Telegraph\u003c\/i\u003e in London and has also written for \u003ci\u003eThe Guardian, The Daily Express\u003c\/i\u003e and \u003ci\u003eMail Online\u003c\/i\u003e. 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 \u003ci\u003e10 O'Clock Live.\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003eHe 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.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eWould you like more media coverage?\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eAlex 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. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe PR Masterclass\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eAn utterly frank account of why some PR activities success and others fail, this is a must-read for anyone who deals with the media. \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e —Drayton Bird, author, \u003ci\u003eCommonsense Direct and Digital Marketing\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"The lessons contained within \u003ci\u003eThe PR Masterclass\u003c\/i\u003e 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.\"\u003cbr\u003e \u003cb\u003e —Ryan Bourne, CityAM columnist and Head of Economic Research, Centre for Policy Studies\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990318530789,"sku":"NP9781118756232","price":27.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118756232.jpg?v=1761787337","url":"https:\/\/k12savings.com\/es\/products\/the-pr-masterclass-isbn-9781118756232","provider":"K12savings","version":"1.0","type":"link"}