I am currently trying (although I promise nothing) to write a review of The PR Masterclass by my friend and occasional Samizdatista Alex Singleton. I had hoped to be able to combine this review with a report of the launch of the book that took place in the offices of the Adam Smith Institute on Tuesday evening of this week, but the former project is now delaying the latter, so here are some pictures of the launch. My more considered thoughts on the book will have to wait, not for too long, I hope.
As so often, what really mattered at this event was not who spoke at it or what they said, but how many people were there to listen and to stand around trying to impress each other with their various opinions and alleged triumphs. The answer last Tuesday was: a lot. The place was packed out:
If you write a book called The PR Masterclass and you arrange a book launch for it, you had better assemble a decent throng of people. If word gets out via the few who did attend how few attended, you will come over as very foolish. That mission was definitely accomplished, that landmine definitely not stepped on. Alex told me later that the people present were a mixture of ASI-type “movement” people, PR professionals, and journalists. Just what he wanted, in other words.
One reason why so many people showed up was that Alex had obtained an impressive star speaker:
Guido started by remembering the old Globalisation Institute that Alex Singleton used to run, and how amazingly lavish was the press coverage that the Globalisation Institute used to get. Then he reminisced about a drunken night out the two of them had had, which had landed Guido in court. Or something. At this point in his speech Guido started speaking too quietly for me, at the back, to hear properly. But the people nearer the front of the throng seemed amused, and anyway, it doesn’t matter what gets said at these things. The point is for it to be made clear that a Big Cheese like Guido wants you to buy the book, is a friend of the author, blah blah. If you want to be in with the in-crowd, read this book.
Alex himself also spoke, briefly:
I like that one, but I like this one even more:
Both snaps capture, I think, the fact that Alex Singleton is an enthusiast about what he does, but that he doesn’t take himself too seriously. Some people might grumble about a picture like that second one of them. Alex won’t.
Alex had emailed me earlier to say that it would be fine if I brought my camera with me, and used it. As is my habit, I looked to see if others were taking photos, but only spotted one, standing right next to me:
Had Alex not emailed me beforehand that me photoing would be fine, I might have refrained. That he found time to include this in the email he sent me about this event is typical of his attention to detail, and of his ability to see the world through the eyes of the people he is trying to influence, surely the core PR attitude. (And hey, I just got a phone call from him saying do I have any photos that he can use?)
As for the book, in the event that I never get around to posting my properly serious review of it any time soon, let me now supply a short summary of what I already know I will be saying: the book is very good.
One other thing, which also points up that this felt like a very successful event, and that Alex was coming across as a very successful and significant chap. While trying to impress those around me, I found myself talking about my Brian’s Last Fridays, and how brilliant they have so far been since I resumed doing them in January of last year. Someone asked me who will be my next speaker, on the last Friday of January, i.e. on the evening of January 31st. My reply? “Oh, yes. Come to think of it: Alex Singleton.” This actually did impress people, or so it seemed to me.
I’m being rather frivolous about all this, but it really is quite a significant little fact about the world that one of the leading personalities in the bit of it that concerns itself with PR is now Alex Singleton, i.e. someone who probably agrees with me, and very possibly also with you, about really quite a lot of things. On the jacket of the book, Singleton’s publishers start their blurb about him by describing him as “one of the world’s leading public relations strategists”. That one could show up at this event and feel that this was not an obviously over-the-top or ridiculous or embarrassing claim is, I think, quite something.