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.

• Foreword viiPreface xi1 Why Public Relations Campaigns Fail – and How to Make Them Succeed 12 How to Develop a Story Idea that is Newsworthy 233 How to Build and Maintain an Effective List of Journalists 494 How to Write an Attention-Grabbing Press Release 675 Dealing with Incoming Media Enquiries 976 How to Successfully Pitch a Letter 1097 Persuade the Public with Compelling Comment Articles 1298 The Secrets of Effective Television and Radio Appearances 1479 How to Choose an Agency or Consultant 15910 Future Learning 173About the Author 181Acknowledgements 183Index 185

"Comprehensive, clear and incredibly practical." (PR Week) "If you want to read more about how to develop an effective PR strategy, I can highly recommend The PR Masterclass by Alex Singleton." (The Guardian) "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) "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) "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)

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.

• Foreword viiPreface xi1 Why Public Relations Campaigns Fail – and How to Make Them Succeed 12 How to Develop a Story Idea that is Newsworthy 233 How to Build and Maintain an Effective List of Journalists 494 How to Write an Attention-Grabbing Press Release 675 Dealing with Incoming Media Enquiries 976 How to Successfully Pitch a Letter 1097 Persuade the Public with Compelling Comment Articles 1298 The Secrets of Effective Television and Radio Appearances 1479 How to Choose an Agency or Consultant 15910 Future Learning 173About the Author 181Acknowledgements 183Index 185

"Comprehensive, clear and incredibly practical." (PR Week) "If you want to read more about how to develop an effective PR strategy, I can highly recommend The PR Masterclass by Alex Singleton." (The Guardian) "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) "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) "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)

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.

• Foreword viiPreface xi1 Why Public Relations Campaigns Fail – and How to Make Them Succeed 12 How to Develop a Story Idea that is Newsworthy 233 How to Build and Maintain an Effective List of Journalists 494 How to Write an Attention-Grabbing Press Release 675 Dealing with Incoming Media Enquiries 976 How to Successfully Pitch a Letter 1097 Persuade the Public with Compelling Comment Articles 1298 The Secrets of Effective Television and Radio Appearances 1479 How to Choose an Agency or Consultant 15910 Future Learning 173About the Author 181Acknowledgements 183Index 185

"Comprehensive, clear and incredibly practical." (PR Week) "If you want to read more about how to develop an effective PR strategy, I can highly recommend The PR Masterclass by Alex Singleton." (The Guardian) "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) "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) "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)