Of course you want to see your brand on TV – and now that Product Placement regulations have been relaxed new opportunities exist.

Nescafe was one of the first brands to strike up a deal – with its Dolce Gusto coffee machine on This Morning. And later this month Nationwide is set to make its debut in long-running soap Coronation Street with a cash machine in the corner shop - the first product placement in a UK primetime show.

The sums involved mean that product placement is likely to remain out of reach for all but major brands - which must surely add extra weight to the value of broadcast coverage achieved through PR.

It’s a fact that you don’t necessarily need big budgets to secure airtime – sometimes a little bit of creativity and PR magic is all it takes!