Why are my competitors always in the news?

Simple. They have a plan – and they probably nominate one person to manage that plan – typically their PR ‘person’.

Unless you’ve a large support team or the energy of a power plant then the chances are you’re too busy to turn your attention to PR on a regular basis.

Above all, it’s important to be proactive – journalists today don’t have the time to sniff out stories. And the more you can help them fill their pages/programmes the more likely they are to get in touch when they need help.

“But we’ve no news to shout about” – is a comment I hear all the time. In actual fact that’s usually far from the truth, it just needs someone with an outside perspective and a nose for news to root it out.

Before you know it you’ll have a list of things to shout about and publicise. Plot them on to a calendar and you’ll have the basis of a press release plan. If you’re outsourcing your PR then you’ll also have an expert to draft copy, consider deadlines, research distribution lists, liaise with the media and generally get the job done.

If the whole ‘PR thing’ is all a bit of a mystery then start with media relations – it’s a low cost way of getting regular exposure in key newspapers, magazines etc etc.

And if you’ve already had a go yourself and it hasn’t worked then perhaps it’s worth revisiting - with a little help from a specialist!