Be creative. Don’t be an idiot.

It’s all very well coming up with smashing, whizz-bang ideas for getting the attention of journalists, but when you cause a bomb scare and the evacuation of major media outlet, you probably haven’t thought it through.

Call us old school, but we prefer to concentrate on the fundamentals of working with journalists to make sure they get what they want and need – not that they feel like heading for the panic room when we call…