Published: 02/04/2013
ISBN: 9781780885063
eISBN: 9781780886244
Format: Paperback/eBook



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About the Author



Vyvyan Kinross is an experienced PR advisor who co-founded his own PR and marketing consultancy, helping establish it as a UK Top 50 firm in its field. Since 2003 Vyvyan has focused on training ... read more

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The Caterpillar Factory
Kick start your career in the PR business
by Vyvyan Kinross

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.

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London, 20th January 2017
CATERPILLAR FACTORY ON UK UNIVERSITY READING LISTS

'The Caterpillar Factory' is now on reading lists in many university libraries and collections both in the UK and overseas, including:

-Manchester Metropolitan University ebook reading list;
-Lincoln University library;
-Bristol University careers service library;
-University of Nottingham;
-University of Birmingham careers collection;
-University of Hertfordshire reading list;
-National Library Board, Singapore;
-Cape Peninsula University of Technology, South Africa;

The book is also in a number of professional and institutional libraries, including the Public Relations and Communications
Association (PRCA) and the Management School, both in London.


16 April 2013
By Nick Fitzherbert
Format:Paperback

At a time when you could be forgiven for imagining that PR had become almost solely about maintaining social media profiles, this book provides a much needed dose of reality - and does so very effectively indeed.

It is not simply another book about PR practice, though it does provide some very useful overviews and checklists. What it's really about is the nuts and bolts of operating as a PR consultant - and that is going to prove a real gold mine for all sorts of readers. I was fortunate enough to learn principles such as budgeting, time recording, programme planning etc on the job, but I well remember having my ear bent on numerous occasions by talented friends who had set up as PR consultants having been in areas such as trade press or show business and finding all of that a complete mystery.

Kinross's experience in and passion for PR comes across on every page and through a series of really meaningful and practical exercises. I also like the way he keeps up to date with latest developments, while also weaving in some fascinating detail on leading figures from PR's history. Finally, because I happen to be a member of The Magic Circle, he won me over with his repeated use of the phrase 'the trick is....'. Thinking about it though, that phrase really sums up the whole essence of this highly recommended book.



7th May 2013
Jane Crofts
Lecturer, Programme Leader, Public Relations,
Lincoln School of Journalism,
Lincoln University


USEFUL & PRACTICAL...

I shall refer to the book as a supplementary text for my second year undergrads when we talk PR Organisations and People. It has some really useful, practical stuff...



15 May 2013
By Sue Laybourne
Format:Paperback

A MUST FOR PR STUDENTS...

This is a great step by step guide to all aspects of delivering PR programmes. No frills, no jargon or PR puff, just sound common sense based on years of experience. As a PR consultant and university lecturer in the subject, I shall be recommending it to all my students. It will be an invaluable guide for any students putting together a communications campaign as part of their course.

Essential training tool 19 July 2013
By fitnessfreak

Format:Paperback|Amazon Verified Purchase

This is an incredibly clear and consise guide which every PR should read. It is great for those starting out and taking on more responsibility and should form an essential part of a PR's training - I wish I had a copy many years ago! Everyone with a team to manage and develop should pass on a copy of this book as it will help create a few light bulb moments and bring to life the skills needed to run effective PR campaigns and manage clients. It will also be useful for those working in-house to understand how agencies work and how to manage them accordingly. Highly recommended!

Lo





http://www.silverfoxtraining.com

No press coverage has been uploaded for this title

16 April 2013
By Nick Fitzherbert
Format:Paperback

At a time when you could be forgiven for imagining that PR had become almost solely about maintaining social media profiles, this book provides a much needed dose of reality - and does so very effectively indeed.

It is not simply another book about PR practice, though it does provide some very useful overviews and checklists. What it's really about is the nuts and bolts of operating as a PR consultant - and that is going to prove a real gold mine for all sorts of readers. I was fortunate enough to learn principles such as budgeting, time recording, programme planning etc on the job, but I well remember having my ear bent on numerous occasions by talented friends who had set up as PR consultants having been in areas such as trade press or show business and finding all of that a complete mystery.

Kinross's experience in and passion for PR comes across on every page and through a series of really meaningful and practical exercises. I also like the way he keeps up to date with latest developments, while also weaving in some fascinating detail on leading figures from PR's history. Finally, because I happen to be a member of The Magic Circle, he won me over with his repeated use of the phrase 'the trick is....'. Thinking about it though, that phrase really sums up the whole essence of this highly recommended book.

by Nick Fitzherbert


5.0 out of 5 stars Really useful advice about the operational side of PR consulting
16 April 2013
By Nick Fitzherbert
Format:Paperback
At a time when you could be forgiven for imagining that PR had become almost solely about maintaining social media profiles, this book provides a much needed dose of reality - and does so very effectively indeed.

It is not simply another book about PR practice, though it does provide some very useful overviews and checklists. What it's really about is the nuts and bolts of operating as a PR consultant - and that is going to prove a real gold mine for all sorts of readers. I was fortunate enough to learn principles such as budgeting, time recording, programme planning etc on the job, but I well remember having my ear bent on numerous occasions by talented friends who had set up as PR consultants having been in areas such as trade press or show business and finding all of that a complete mystery.

Kinross's experience in and passion for PR comes across on every page and through a series of really meaningful and practical exercises. I also like the way he keeps up to date with latest developments, while also weaving in some fascinating detail on leading figures from PR's history. Finally, because I happen to be a member of The Magic Circle, he won me over with his repeated use of the phrase 'the trick is....'. Thinking about it though, that phrase really sums up the whole essence of this highly recommended book.

by Nick Fitzherbert


I shall refer to the book as a supplementary text for my second year undergrads when we talk PR Organisations and People. It has some really useful practical stuff...Jane Crofts, Lecturer, Programme Leader, Public Relations, University of Lincoln

by Jane Crofts


5.0 out of 5 stars
A must for PR students 15 May 2013
By Sue Laybourne

Format:Paperback

This is a great step by step guide to all aspects of delivering PR programmes. No frills, no jargon or PR puff, just sound common sense based on years of experience. As a PR consultant and university lecturer in the subject, I shall be recommending it to all my students. It will be an invaluable guide for any students putting together a communications campaign as part of their course.

by sue laybourne



5.0 out of 5 stars
A must for all business leaders By S.Nandar on 16 Mar. 2015
Format: Paperback
The Caterpillar Factory is not just an essential book for aspiring PR professionals; it is extremely useful for many business managers and leaders to help them understand the importance of this subject, and how to effectively engage with PR practitioners both inside and external to an organisation. The number of PR-related blunders we witness in the news on a daily basis serves as a critical reminder that the image of any organisation, be it in the private, public or third sector has a direct impact on customer relationships. Thus PR is an area of business that cannot ever be overlooked.

What is unique about this book is that it is filled with practical (and not just theoretical) tools that many business managers may never come across on a day-to-day basis, including; planning media relation campaigns, pitching to journalists and writing press releases. Every chapter comes with exercises to help develop your own PR foresight. Do take the author’s advice and give the exercises a go – you will certainly enhance your own communication skills in the process.

As a non-PR professional, I found this book to be very useful in providing practical advice on how your business should interface effectively with the press and general public through both online and offline mediums. It helped me understand how to engage with a PR department and also taught me an important lesson; it is just as important to manage your personal image as it is to manage your organisation’s image!

Overall this is a very important book to have in every business manager’s library, giving a valuable insight to the strategic and operational face of PR. Needless to say it is very clearly written and focusses on delivering the reader with key messages to take away – as is expected from every PR professional!

by S Nandar


 

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