You pay a PR company to write and distribute information and images to journalists so that they will print it. This will boost public awareness of your brand and/or increase sales and bookings.

No. If you can tell a story around your product or service that is relevant to solving modern problems in people’s lives, that helps. The PR pro will identify which story ‘angle’ to use. For example, an appliance that saves money when people are seeking to reduce costs; a real estate company that uses technology to make land sales stress free; a travel booking site that donates to local schools so that you can feel good about your foreign holiday.

Yes. But a story or a mention in the pages of a popular newspaper, news website or trade publication has more credibility and authority than a paid-for advert. Why? Because it’s written by a journalist who has his or her readers’ interests at heart.

It varies. But as a guideline, you can get things rolling from about £1000 per campaign / press release. Or pay that amount as a monthly retainer fee for continuous ongoing PR support for your company.

Media exposure. A lot of it. Much greater public and/or trade awareness for your product or service in relevant media — anything from local to regional, national or international newspapers, magazines and online news outlets. Or in trade media relevant to your target audience. And on social media.

Two to three months. In the first month the PR company gets to know your business. In the second month the PR company is distributing press releases, photos and comments to journalists. From the third month onwards your company’s products, services or ideas are getting consistent pick up in a variety of media outlets.

The PR company keeps updated lists of journalists and will do this for you.

The PR company does, in consultation with the client. It’s a two-way process. There’s almost always a good story or positive news angle there. It just takes teasing out.

Relevant ones. If you sell camping equipment, there’s no point in getting your story in catering or aviation publications. However, your business will grow if your story appears in The Great Outdoors, Trail Magazine, Adventure Travel Magazine, or in the travel, lifestyle or outdoor sections of the UK’s main weekend newspapers.

Yes. Don’t just tell the media about you, show them.

Yes. The PR company will do this. But first the PR company will clarify with you the key messages you want to get across in the interview. The PR company may train you on how to speak effectively to a journalist - what to say and not to say.

Possibly. Probably. They may want to visit your factory or work site and interview the CEO or senior executive - if they think there’s a story there. You may want to meet the journalist for a lunch or one to one interview. If you are for example a hotel or restaurant, you may want to invite the journalist to stay or eat.

However, this should be presented as an opportunity to experience how the product or service works. It’s not a bribe. The journalist retains the right to not write about your product or service. Or indeed to make critical comments in print. You need to be confident in your product or service. If you want guaranteed coverage, buy an advert.

If you want credible and continuous exposure over the long run, use a PR pro and build up relationships with key journalists. After a while, the journalist will contact you out of the blue for information, comment and background.