Maximizing the power of PR

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.