Maximizing the power of PR: An interview with Alex Singleton, author of The PR Masterclass: How To Develop A Public Relations Strategy That Works!

Abstract

Purpose

Provides an interview with Alex Singleton, author of The PR Masterclass.

Design/methodology/approach

Provides an interview with Alex Singleton, author of The PR Masterclass.

Findings

Discusses the current state of PR.

Practical implications

Offers advice on how the PR industry can develop best practice, suggesting that membership of a professional body is a must for any PR professional, and should be adopted more widely.

Originality/value

Draws on Singleton's experience in both journalism and PR to outline the need for PR professionals to write engaging, newsworthy copy, that takes into account the needs of the journalist as well as those of the business.

Citation

(2014), "Maximizing the power of PR: An interview with Alex Singleton, author of The PR Masterclass: How To Develop A Public Relations Strategy That Works!", Strategic Direction, Vol. 30 No. 3, pp. 36-38. https://doi.org/10.1108/SD-02-2014-0021