
The Caterpillar Factory: Kick start your career in the PR business (Paperback)
Vyvyan Kinross (author)
£10.99
Paperback
256 Pages /
Published: 02/04/2013
- We can order this
The Caterpillar Factory offers a unique insider's account of the approach, skills and processes needed to build a successful career in today's booming PR business. It sets out the links in the PR business chain, from the basic consultancy model to winning new clients, and from exploiting the news agenda to preparing clients for a successful media interview.'The caterpillar does all the work, but the butterfly gets all the publicity'. This quote, from American comedian George Carlin, provides the central motif for the book, which is a must-read for all students of public relations and communications who want to become successful PR advisors and consultants. It is a technical book packed with theory, practice, examples and exercises but set out in an accessible way, using frontline experience and examples to drive the narrative. Drawing on a rich variety of sources, it gives the inside track on the applied business of public relations in the agency and workplace setting, explaining what consultancy really means and showing how to go about the process of attracting and winning new business. These steps are followed by chapters that unlock the world of media relations, from how to plan and manage media campaigns, structure and pitch effective news releases, broaden coverage through features and show clients how to become effective spokespeople. The book offers a perspective on the science of applied social psychology that drives modern public relations, shares techniques to launch new products and sets out a structure for winning proposals and rules on writing style. Along the way, it provides pen portraits of the great pioneers of PR, 'engineers of consent' such as Edward L Bernays and Ivy Ledbetter Lee and offers a glimpse into the lifestyle of today's caterpillar in a busy agency. Much of the content of The Caterpillar Factory has been tested with hundreds of trainees and it is designed to be a valuable addition to the knowledge and skills base of all PR students.
Publisher: Troubador Publishing
ISBN: 9781780885063
Number of pages: 256
Dimensions: 234 x 156 mm
Edition: UK ed.
You may also be interested in...
Please sign in to write a review
Sign In / Register
Not registered? CREATE AN ACCOUNTCREATE A plus ACCOUNT
Sign In
Download the Waterstones App
Would you like to proceed to the App store to download the Waterstones App?
Click & Collect
Reserve online, pay on collection.
Please note that owing to current COVID-19 restrictions, many of our shops are closed. Find out more by clicking here.
Please note that owing to current COVID-19 restrictions, many of our shops are closed. Find out more by clicking here.
Thank you for your reservation
Your order is now being processed and we have sent a confirmation email to you at
When will my order be ready to collect?
Following the initial email, you will be contacted by the shop to confirm that your item is available for collection.
Call us on or send us an email at
Unfortunately there has been a problem with your order
Please try again or alternatively you can contact your chosen shop on or send us an email at