T: +44(0)1273 692215 E: Jeff Scott	Our motto, once we ‘craft’ one – mostly we use the word ‘craft’ on special occasions to describe how we write our press releases or think up what we call our campaigns – would most likely be “part inspiration, part perspiration”. We’d also double underline words that spring to mind about how we actually work – words such as innovative, creative, thoughtful and the like. At this point, it’s normal to identify some core values. This is probably a bit grandiose so it's probably better we say what we try to do. In fact, rather uncontroversially, we do all the usual PR things! Meet the client, though over the phone or online is often better, as clients build a more impressive idea of us that a meeting in the flesh can undermine. We read the book thoroughly, then read it again, write down bits particularly big ideas, (there’s lots of paper in our paperless office) and generally just mull things over. We research the possible outlets and interests of the journalists we’ve targeted. After we’ve come up with a super duper, but individually tailored, plan of action for the book, we swing into further action with our target online print and broadcast media outlets, and then try to find these journalists – often just when they’re on their deadlines or about to go on air. This innate sense of timing, and the Platypus name, helps them remember us. When we call back, we use our well-honed but key PR skills to qualify the nature of their possible interest, network (in a light touch way) and only then send the book, manuscript, revolutionary treatise, press release etc. There are a couple of secret bits that actually happen before this and afterwards, but rather like the Coca Cola recipe we keep ‘mum’ about these bits, to retain an air of mystery and competitive advantage, though full details are available on request to our clients. What we don’t do is spend lots of time in unnecessary internal meetings, drive luxurious company cars (though we hope to), promise the earth, stars and the moon or have the most junior person in the organisation do all the work.   There are 3 rules of book PR at Platypus 1. Publicity sells books (plus some other complicated bits about market segmentation which we don’t have the space to go into) 2. We love all our clients – but only in a healthy way, obviously, though that’s not to say intensity isn’t nice at the right time 3. Do I look nice in this outfit?