As professional PR Consultants, we take Media Relations very seriously.

It is not mysterious. It is just careful and informed preparation. It is frequently misunderstood and often misquoted. Here are the guide lines that we use.

By 'Media Relations' we mean the management of all the media that might be employed to a client's best advantage. Through knowledge and experience we are able to identify, and make the best use of, the ideal communications tools for our clients.

Medium. n. A means or method through which an activity occurs. Plural - Media.

Vance Packard coined the phrase 'the Media of Mass Communication' in his classic book 'The Hidden Persuaders' in 1957. In that study of the advertising industry, he also used the short form 'the Mass Media'. At that time he meant The Press, Radio and Film. Now we would consider them to be The Press, Radio and Television. In another thirty years it is likely that the 'world wide web' will be added to the list.

On behalf of clients we have made use of Radio, Television and the Press at National and local levels. We also use relevant sections of the World Press when the need arises.

Within that catch-all phrase 'the Press', we include the hundreds of specialist, special interest and trade magazines that are published every month in the UK.

With imagination it is possible to visualise an endless list of media - from the internet down to the give-away match books that singles bars like to use.

Within budgetary limitations, the choice of media depends on the nature of the message. No-one would promote the sale of Rolls Royce cars through the pages of a Parish Magazine in the Outer Hebrides. No-one in the Outer Hebrides is going to search the pages of the Financial Times for a new boat for the croft. We believe in horses for courses. Our carefully researched Media Listings always reflect that.