Richard Clein

Contributor: Richard Clein
Richard is a former BBC journalist and broadcaster who heads up Bell Pottinger North’s Liverpool office and is recognised as being one of the most influential people in the industry having been listed in the PR Week Power Book. He is also a specialist in managing and enhancing reputations particularly at times of crisis. He has helped companies in the public and private sector as well as high profile individuals prepare for and handle crises.

This includes advising and acting as official spokesman for Gillian Gibbons, the British teacher jailed in Sudan for letting her primary school class name a teddy bear “Mohammed and advising Oldham Council after a high profile court case collapsed. For three years, Richard managed the account for Liverpool Primary Care Trust (PCT) which included handling the media relations for the PCT’s public health programmes and for the multi award winning Liverpool’s Challenge, Lose a Million campaign, the biggest social marketing campaign in the UK.

Tip1 Understand exactly what your client is trying to achieve otherwise how do you know who to influence?
Tip2 When pitching remember you never get a second chance to make a first impression
Tip3 Never trust a journalist unless it’s your partner….or should that be particularly if it’s your partner!
Tip4 The client isn’t always right - if they are why are they paying good money for expert advice?
Tip5 Focus on the quality of press releases not the quantity
Tip6 It’s a 24/7 job so keep your mobile device on at all times – you don’t always have to answer it!
Tip7 Effective PR is about being ahead of the story not following it
Tip8 Always treat people how you would like to be treated yourself
Tip9 Keep smiling!
Tip10 Everton to finish in the Top 4……2010/11
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