People choose to join brands because of what it says about them. We choose one brand over another now because of how that brand aligns with our personal beliefs.

There is no resource allocation more important in a business than PR. It’s not about going out of business if you don’t invest in PR, it’s about losing market share if you don’t.

Publicity can come in many forms, TV, print and press, radio, online and social media…it’s a powerful, far-reaching awareness tool which gets your business into the hearts and minds of people who need what you’ve got most.

You want coverage and lots of it. You can’t afford big bang advertising so you turn to PR. You want third party endorsements. Oh dear.

FLAUNTER INTERVIEW PREVIEW: How to Demonstrate your Worth as a PR Professional if PR Can’t Be Measured | Jade Roberts, raraPR

It’s important that business owners know what PR is and how it works if they're investing it, as well as building a business with good PR culture and determining the success of its very function.

Whether you’re outsourcing your PR to an agency or managing it in-house, it’s important that you’re across the fast evolving, forever changing landscape of PR so that you can optimise your marketing and communications efforts for better (not worse) and get your PR resourcing to work hard and smart for you.

This is an important concept to get around which will optimise your DIY PR efforts and until you’re ready to bring in the PR big guns to do it all for you.

If media wrote about you exactly the way you want to be written about, what would they say?