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Public relations

Charles Moore explains the difference between the news choices made by national and local papers

Here’s Charles Moore, former Editor of The Daily Telegraph, on good news: It is striking how differently the local media approach this subject than do the national. Local papers and broadcasters are unashamedly on the side of the areas they serve. Of course they relish scandals, but they also delight in successes. At flower and […]

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Public relations

What’s the problem with PR – technique or creativity?

Poor technique is easy to fix. Creativity is more of a problem. I sometimes get asked for advice by PR practitioners who’ve been unsuccessfully pitching a weak idea. They want to know, for example, if they should have rung journalists more times to encourage them to use their press release. Now, wanting to polish their […]

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Public relations

Measurement: the weapon that makes PR deliver better results

Ninety years ago Claude Hopkins wrote “Scientific Advertising”. This showed that by measuring the sales resulting from particular advertisements, bad ads could be ditched and the best techniques learned. PR practitioners, however, are only just catching up. In his book on measurement, Mark Weiner says that the PR industry has lagged behind because of “loosely defined professional […]