IS PR old news?
Despite the phenomenal rise of social media, PR is certainly not old news - it's just the way you use it that's changed.
Jane Smith, director of Cottingham-based PR agency LE16 Communications, explains.
"Put simply, PR (or public relations) is the art of getting other people to talk about you and your business. And at its core is media relations, which is about liaising with journalists, editors and producers to get your news out there in print, on radio, on TV and online.
"This 'third party endorsement' is extremely valuable and the main reason why PR is far more effective than advertising. Consumers are becoming increasingly cynical about the claims companies make, but when a journalist writes a news story, it has much more credibility.
"And now there are many more ways to get your message out there, with social networking, broadcast and traditional print media all now accessible anytime, anywhere.
"As a PR agency, we look at how all these channels can best work together to build and develop our clients' reputations, and tell their story so people sit up and listen."
Over the past 10 years, LE16 Communications has provided PR and copywriting for a number of household names from Comparethemarket.com to British Sugar, as well as helping local organisations tell their story. The LE16 team can boast a 100 per cent track record for PR, having never issued a press release that's not generated news, and their copywriting has been recognised by an Institute of Public Relations Gold Award.
LE16 also actively supports its local community, providing free PR to the local primary school and sponsoring local music charity, the Great Bowden Recital Trust.