Oxygen’s experience suggests the most constructive and beneficial PR is based on a handful of basic principles:

• Working to a clear and agreed strategy.

• Identifying one individual to be the main PR contact and then forging a close working relationship with that person.

• Keeping in regular contact with clients – even if it’s just a quick email or two-minute phone call.

• Producing a tailor-made database of journalists to be kept supplied with newsworthy information.

• Establishing Oxygen as the first port of call for all media enquiries.

• Having a system in place so that media requests for facilities or editorial material are handled efficiently. Journalists appreciate PR agencies who know their clients well, quickly provide accurate information – and always return calls.