The PR Masterclass

It’s great to read a PR book by a fellow journalist, and in The PR Masterclass, Alex Singleton gives some useful insights into the right way for PR professionals to approach hacks.

At first Alex, a former Daily Telegraph journalist, is scathing about PR ignorance, stating that out of 60,000 people in full-time PR jobs in the UK, perhaps only 15,000 are highly skilled. That’s a terrible statistic.

Alex offers practical sound advice about how not to offend or put off busy journalists who are not interested in your voice mail messages or press release which a PR officer has emailed them. But it is possible to attract their interest, and he explains how in his book.

It is all common sense Рwell, for journalists like Alex and I -  such as cutting out the corporate waffle, not calling reporters when they are on deadline and not to be boring. Also bear in mind this daunting fact РAlex estimates that 95% of press releases are ignored by journalists.

If you want to be the 5% that succeed in attracting their attention, try offering them a good story¬† to tell or an exclusive. Alex’s PR Masterclass will tell you more.

Like Alex I love data, but I don’t like the terrible figures he has highlighted in his book about the PR profession. Let’s improve on them – now, that’s a good story!.


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