Paul has done everything from starting a consultancy in a spare bedroom, through managing six figure budgets, to advising OPEC, NATO and the FCO. He is also an assessor for the CIPR chartered practitioner programme. He is the co-author of Evaluating Public Relations and write the research and evaluation chapter in Exploring Public Relations published by Pearson.
I was more than ten years in practice before I first stumbled over a PR textbook and discovered that trial and error had led to me doing things the ‘right’ way. It was frustrating that I (together with my clients and employers) had to work through all that error first.
With the zeal of the converted, I love theory – but only because theory and practice are two sides of the same coin. Theory is the distillation of practice. Top tip: if anybody talks to you about a theory and that person cannot give you an example of the theory in practice, they don’t understand that theory.