“Think of the money,” suggests Charles Prentiss – before common sense prevails.
Alex Singleton is a comms practitioner specialising in public affairs, reputation and media relations - applying the rigour of marketing techniques (including measurement, segmentation and targeting) to comms more broadly. He is author of The PR Masterclass, Britain's best-selling book about media relations, and is an advocate of professional development in the PR industry. Get in touch with him at firstname.lastname@example.org.
He has given talks all over the world, including at Marketing magazine's Social Brands Conference.
He first joined the PR and marketing world in the late 90s as a press officer in Westminster, but for several years, in his late 20s and early 30s, he worked as a journalist and member of the leader-writing team at The Daily Telegraph and as letters editor of The Sunday Telegraph.