Diary: A whole new spin on how to make friends and influence people

Paul Richards, head of press and PR at Barnet London Borough Council until October, has been putting the finishing touches to his book Be Your Own Spin Doctor - A Practical Guide to Dealing with the Media, before joining PR firm Chelgate as a senior counsellor this week.

Paul Richards, head of press and PR at Barnet London Borough

Council until October, has been putting the finishing touches to his

book Be Your Own Spin Doctor - A Practical Guide to Dealing with the

Media, before joining PR firm Chelgate as a senior counsellor this

week.



In the book Richards has braved the wrath of fellow spin doctors by

revealing the tricks of the trade, an enterprise which he describes as

’only slightly less risky than spilling the beans on the workings of

Freemasonry’.



According to Richards: ’A lot of people make a lot of cash by selling

their spin doctoring services to uninitiated, but wealthy clients. Not

all of them deserve it.’



The book is directed at everyone from pub darts teams to FTSE-100

companies.



It even provides tips on how to ’spin yourself into greater prominence

and enhanced reputation with colleagues, friends, neighbours and

opinion-formers’.



Richards includes helpful hints like ’the most important technique in

dealing with media interviews is to completely ignore the question’.

Clearly something he must have become well practised at while standing

as the Labour candidate for Billericay in the May election against

Conservative MP Teresa Gorman.



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