What is the agenda for your publication? Give us an example of a typical great story.
It’s simple– to deliver the best, most original angles about TV and radio, the best articles and the best photos. Last year we did a photo shoot with Shane Richie and Liberty X, that hadn’t been done before. There was an interview with Helen Mirren, which everybody else was after, and we also did a photo shoot with Richard Hillman and Dirty Den together. It’s that fresh, original angle we are after.
How should PROs get in touch?
Email – we work at such a pace we have to access information in our own time and that’s the least intrusive way.
So what’s your favourite sell-in?
Someone who says they have got such and such a celebrity who is out of the country in two months time and is there anything we would like from them before they go. That’s good thinking – it means we can plan.
And the woeful?
Those that are not being realistic or truthful. Those that promise the Queen and then deliver a minor royal.
How do you get on with PR people?
Some are obviously brilliant, but the ones I don’t like are the ones that go on about strategy and say ‘this is our strategy’ and look to see how we can fit into that. It may be their strategy, but if it doesn’t fit into what we want to deliver then it won’t get any coverage. What’s the sense in strategy then?
Would you ever consider a career in the PR industry?
I started in PR with the English Tourist Board, but even then what
I enjoyed most was the quarterly publication.