Generally I’d agree, but sometimes you have to wonder how a business thinks it will benefit from certain types of Coverage.

Take the trade press for instance. I have clients who could achieve coverage in a range of specialist titles very regularly. But they don’t want to. Why? Well, they’d rather concentrate on targeting media read by potential customers - rather than by their contemporaries and competitors.

It’s certainly more challenging getting these businesses into the local papers regularly, but the coverage achieved is worth a great deal. It helps to them to raise their profile, build their reputation and highlights their values – important marketing objectives.

Quality rather than quantity is what counts. A bulging cuttings book is worth little unless it’s been driven by clear thinking about key messages and key audiences.

As my former boss used to say ‘”f it was easy they’d do it themselves”.

If you can do it yourself then fantastic, but if you’re too busy with your day job to get around to some strategically-driven PR then time to call in the experts! Or leave it until you find the time…..