At a time when journalists are becoming fewer in number, are being asked to do more and are under huge pressure to produce it faster, it is more important than ever for PR specialists to be able to write media material that journalists can work with. Long-time PR executive and doyen of the UKs PR industry Adrian Wheeler leads by example, producing a well-written and highly engaging book that lays out the case for better writing in media material, and then in a clear, informative, entertaining and often witty way, sets about teaching the reader how best to achieve it. -- Nicholas Watson, former FT correspondent in Central & Eastern Europe and founder of 'Business New Europe' This is a witty, simple-to-follow must-read for everyone with an interest in our industry - whether they are keen to grasp the basics or veteran communicators. The book provides valuable insights into the formulation of media copy and the techniques of good media writing. The author both inspires readers and challenges them to think and communicate differently. -- Souha Khairallah MPRCA, Talent and Professional Development Director, PRCA - London Theres no shortage of how to write advice out there, and Amazon is awash with how to do PR books. Most are prolix statements of the obvious, or self-deluding and unsupported opinions about the clients importance and the journalists hunger for content. Which is why its a real pleasure to be able to recommend this genuinely useful, genuinely valuable and thankfully succinct collection of sound pointers and practical rules, hard-won over the years and honed in the real world. -- Dennis Jarrett, Writer and Editor, Dubai For an editor, it's hard work when PR people send in copy that needs re-writing. On the other hand, material composed according to certain rules of journalism puts a smile on my face. If you want to make people like me smile, this book will tell you all you need to know and nothing you don't. -- Sarah Edworthy, Vanity Fair/Tatler
