Whatever may be said about the future of the PR industry or how PR agencies will evolve, a core element of any B2B PR programme is media relations.

Differentiating messages and strong insights will always be valued by this most discerning and cynical of audiences. Our relationships with business, national and trade journalists – cultivated over many decades and even more gallons of beer – ensure that our clients see maximum value from their investments in content production.

It’s not that we wield undue influence. We don’t. You cannot ‘buy’ a journalist with alcohol – these are professional people doing a critical job. What you can do is build mutually-beneficial relationships whereby they might return your call, or respond to your email out of the hundreds they received that morning, because they trust you to offer them something of genuine value.