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In which I continue to seek part time employment as the ruler of the world.

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Monday October 21 2013

Alex Singleton has sent me an advance print-out of a book he has written about how to do PR.  I have reached page 59, and am so far very impressed.

When I read a book of this sort, I like to read about relevant personal experiences, as well as Big Lessons and Grand Principles.  That way, you are more likely to be convinced that the Big Lessons and Grand Principles really are as good and grand as they may merely seem.

So I particularly enjoyed this bit (from page 59):

When I got my first column in 1994, in a newsstand computer magazine, I had no idea what I was doing. But it seemed like I needed to get some stories, so I wrote to all the relevant companies and invited them to send me information about what they were doing. Not all of them replied - those that failed to respond were PR idiots. Some of them wrote to me saying that they would add me to their press release distribution lists - they were amateurs.

Then some guy called Quentin got in touch. His company, Accountz, sold products by mail order and it was miniscule - just him and his wife. But he wrote me a personal two-page letter (this was before email was commonplace) explaining how he had a Big Idea to defeat the major players in his sector.  Unlike some of the other companies, he had no PR agency - but he had a story. And during the 15 issues I wrote that column, I could always rely on him to take my calls and give me a good quote. When I upgraded to bigger-selling PC titles, including the market-leading ComputerActive, I kept on writing about his company. Today, his products are sold in PC World, Currys, AppleStores and Staples, and as I type this he has just made a successful exit from the company, passing it onto an investor.

What worked about that PR-journalist relationship is that Quentin - perhaps unwittingly - had good personal brand. He never tried to force a bad story on me and never wasted my time.

Alex has told me he is in the market for typos, and I think I see another blemish, to add to the two I’ve already told him about.  Shouldn’t “onto” (final line of para 2 there) be “on to”?  Not sure, but I think I’m right about that.

More about this book when I have finished it.