PR Studies

'Never give up'

Jeremy Pepper has interviewed PR grandee Peter Gummer (Lord Chadlington). In summary, his advice is 'never give up'.

How to be Max

According to the interview in today's Media Guardian, you need media skills. Max Clifford is still a member of the NUJ, and here's his proud claim:

If you look back over the past two decades, I have broken more major stories than any journalist in Britain.

He's not unsupportive of PR degrees, though you need experience too:

My small team of nine have all taken degrees, but then it requires three or four years' experience until they become PR workers, because theory is one thing, but practice is a million miles away.