At Guru we believe that, for many organisations, the usual PR agency way of working is at best inappropriate. An account team that seems to have different people in it every time you call (and most of whom you never meet). Being pressured into funding huge 'jollies' that attract only particular types of journalists (and rarely result in the coverage you hoped for). A 'blunderbuss' approach to issuing news releases (send everything to everyone and hope that somebody, somewhere, picks it up).

And it's not just me who thinks like this: click here to read what writer and celebrity chef Nigel Slater had to say recently on the same subject. His entertaining thoughts will open in a new window, simply close the window to return to this page.

In a world that increasingly recognises the value of one-to-one customer relationships and targeted direct marketing, it might seem absurd that so many PR firms still work this way. But of course that's the easiest way for them to work, and to guarantee their revenues. And it won't really bother them if, after a year or so, they lose a client who hasn't seen any results - there are plenty more around.

We don't work like that. The initial consultancy can be worth more than the ongoing work, if it's done right, for you and for us. If we don't honestly believe that there's any value in a company 'doing PR', we'll say so. If there isn't really a story to be told, we'll say so. If the publications you'd love to be seen in would never touch your company with a barge-pole, we'll say so.

And if, after in-depth discussion, we feel that PR would be a worthwhile activity, we do it right: identifying the right contacts within the right publications; establishing a relationship so that when they have a requirement, they know where to go for information; monitoring potential feature opportunities and following them up appropriately.

Equally importantly we have the business knowledge and writing skills to generate press information which will actually be read. That's no mean feat when you consider that some journalists receive upwards of 200 press releases a day - not including e-mails! The vast majority, we can tell you from experience, are never read beyond the first few lines.

Of course we can't guarantee results - no PR firm can. But we guarantee focus, attention, and effort, in the right place at the right time. Whether you need a full PR service or just a one-off news release, contact us now to discuss how Guru Communications can make the power of the press work for you.

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