That's News To Me

Mike Sergeant spent 13 years as a reporter at the BBC, covering two UK general elections and, as the Beeb's Middle East Correspondent, was on the ground during the insurgency in Iraq, the Gaza War and the Arab Spring. Mike's now left the world of news for a career in public relations and has brought his expertise in communications to bear in a book, out now, called PR for Humans. Mike spoke with That's News To Me about crossing the 'river styx' into PR, his reflections on the culture at the BBC and what journalism can learn from PR.