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The PR Masterclass: How to Develop a Public Relations Strategy That Works Hardcover – 3 Jan 2014
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From the Back Cover
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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
“…comprehensive, 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)
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Top Customer Reviews
I ordered Alex Singleton's book as part of my endeavour to be better at the job I desperately wanted to do well, and I half expected it to be the usual slightly out-of-date industry data and historical theory that I had previously read.
What I gained instead was an incredibly valuable series of tips and tricks that have come from somebody who understands both the journalists' plight of the overflowing inbox and the PR's struggle to break through to create relationships with the media.
The PR Masterclass helped me to understand what I was selling and how to make it work for the media I was targeting. It gave me the dos and dont's that proved unsurprisingly effective in generating results. It also gave me new ideas of things to integrate into a campaign.
All aspiring PR professionals should read this book - the most accurate review that I can give is this: it gives you common-sense strategies that you don't seem to have thought of already.
The books scope.
This book mainly teaches the reader how to integrate PR into the marketing function of a company, big or small.
The author is a previous national newspaper journalist who knows his stuff. He recounts many good and bad practices within the book.
This is easy to read and pulls no punches; it really does get down to using PR and marketing as an integrated business tool. He develops a range of very useful tools and ideas that are both easy to understand and apply. The parts on getting the press interested and how to deal with them is brilliant and very valid in todays World. I have learned a lot from this book, it has given me more ideas and motivation than all of the courses I have been on about business PR in the last few years.
I have found this book so useful. I now have a much better idea about how to write PR and get it out into the public domain - several expensive courses have failed to do this so this book has achieved where the so called experts have failed me.
If you need to know anything about how the PR machine works as a student of business or a business person at any level in all types of companies then this book is for you. It's full of ideas, do's and don'ts and lots of advice on good practice working with the media.
A really well written and informative book that will appeal to a wide business audience. Highly recommended.
Perhaps it should be called 'PR Media Relations Masterclass' with its focus on media relations, rather than a broad survey of al branches of PR practice. Any future edition would also benefit from checklists at the end of each chapter to guide the reader into how best implement the wealth of intelligent, sensible guidance.
Plenty of take aways and learnings had here including easy to follow tips to create the perfect press release and how long it should be.
PR is often a mysterious area and Alex Singleton eloquently clears away the mist.
But that’s how good it is, I’m only half way through and I’m already singing its praises.
Despite being having a highly successful career, Alex Singleton comes across as a down to earth guy, with genuine advice. His book is both interesting and an easy read. This is what you want out of a career advice book, there’s nothing worse than having to stop every couple of lines to google the definition of some jargon or other.
The book is divided into chapters and useful sub-sections, so (although I don’t recommend it) you could in theory just skip to the bits you need to learn most about. The book does not waste a word, with every page full of tips and suggestions. Alex Singleton also intersperses the book with his own personal experiences and antidotes, which gives the book a human feel and in some cases even acts as motivation.
One of the nice things about the book is that it gives you a real PR pro’s views on a lot of the theories and myths you’re sure to come across online. Alex Singleton’s uses the book to share personal experiences and research to suggest and warn against certain tools that a quick Google search will tell you are a must. He also answers the age old question everyone starting out, or wanting to start out in PR has probably asked at some point - how long should a press release be?
There is one other thing I would recommend buying if you invest in this book; a writing pad and highlighter, or just a highlighter if you don’t have my innate horror of writing in books. Because you are sure to find snippets that you’ll want to be able to quickly refer back to, such as useful websites.Read more ›
Most Recent Customer Reviews
Depending on where you are in your career, this book can be viewed as either a revelation or an affirmation, and in either instance, should be owned by every communications... Read morePublished 2 months ago by joey_denero
Absolutely fantastic book and an essential for people looking for a job in PR. The PR Masterclass is a no-nonsense guide to almost every PR task from writing captivating pitch... Read morePublished 3 months ago by Amazon Customer
If you are new to PR then this book is for you.
However, if you are looking for a master class then then book will disappoint.
At last. A PR book speaking my language!
As a PR practitioner, I'm one of the few still believing in the power of relationships and media relations when it comes to PR. Read more
Nice, clear and easy book to read with very useful book. Think you need to pick and choose what is right for your business, not all would applyPublished 10 months ago by Alexandra Wood
An excellent guide.
I am seeing the benefits already.
To those in my sector (we are a very small social enterprise) it is a must, practically CPD!
To make sure I kept up to date and in the know, I bought this book whilst on maternity leave. Having very busy days and mummy brain I wanted an easy to read yet informative read... Read morePublished 13 months ago by Rebecca Louise Wiper
As a former bbc correspondent now making his way as a consultant, I highly recommend this book. In an industry that often disappears into a vortex of gobbledygook Alex Singleton... Read morePublished 13 months ago by mike sergeant
Really clear and easy to read with insightful, genuine tips on public relations. Having worked as a journalist and in PR, Alex Singleton comes from a place of knowledge and his... Read morePublished 13 months ago by Phoebe W.