What's your PR strategy?

Whether in-house or outsourced, regular contact with your PR team is vital. If using an agency, find one you click with and who understands your goals. And, as Pearce concludes: “Make sure you have decent monthly reports, showing all the coverage they’re getting and the journalists they’re talking to.”

HOW TO LOSE ONE OF OUR JOURNALISTS IN 10 SECONDS

• Accidentally sending an email to journalist X, which reads: “Here are contact details for journalist X – she’s lovely, but a little bit flaky.”

• Inviting journalist X to an event, then retracting the offer unless coverage is guaranteed.

• PR person: “I’ve got this great entrepreneur who would be perfect for a Growing Business profile.” Good start. “Most of their business comes from new customers. They’re not very good at keeping them.” Oops!

• Phoning to say you’re sending over an exclusive, and then doing the same to our colleagues on Startups.co.uk.

• Starting your email with: “I’ve got a story that would be perfect for Real Business [one of our major competitors].”