It’s the PR coverage that helps your company to grow, not past growth that gets you written about (and even if it does, it’s about the growth, not the products or services which are the things you are trying to sell).

The reason why much PR fails to get good results is that most businesses are selling what other business are selling too, so how can your company or product range be more relevant than many others? The niche application, the unique function, the thing that makes you/your product different and better are the keys to getting noticed.

I remember seeing a picture in a paper of some scouts who had raised money for charity. Instead of a photo of a formal handover or group shot with a large cheque, two scouts were grinning close into camera with the cheques stuck to their foreheads. Instant take-up by the local papers of a subject that is, let’s face it, run of the mill (so many runs, walks, abseils etc all doing good work but no longer real news).

So now I’m off to dress as a chicken – every little helps….