INSIDE THIS EDITION:

'The Secret' is no secret: PR triumph for motivational tool
You’ve seen it in the paper, on TV and you have most certainly heard about it on the radio. It is controversial, it’s abstract and no, it’s not really a secret but how did a so called “secret” manage to find its way to the boom box of Oprah and receive worldwide attention?

Is your 'industry-specialist' PR consultant doing you damage?
Many PR companies promote the fact that they only specialise in one particular industry. While this has many benefits, including good industry knowledge and relevant media contacts, it does pose a danger if the PR company takes on clients that are in direct competition.

"No comment" - No way!
For those who understand the value and the power of the media, “no comment’ is never an acceptable response. In fact, in most cases, it is the audio equivalent of getting your company logo, smearing it in mud and placing in Federation Square for all to see.

Microsoft muck-up: A PR lesson for all
An editor for a technology magazine received an interesting and inadvertently sent email from Microsoft’s PR firm. The contents of the email were the PR firm’s internal notes about dealing with that journalist. Oops!