PR is very simple really.

At its simplest, it’s sending a press release (a story suggestion) to targeted journalists in the hope they think their readers/listeners will find it of interest… and so will give it some coverage.

Sometimes they will use it without telling you. Sometimes they will come back and ask for an interview or something else, such as a photo.

If you get a bite from journalists you need to make fulfilling their wish your top priority. Journalists work to tight deadlines, and appreciate a quick turnaround of materials. Like any customer you need to set clear expectations and then exceed them.

On Friday evening we became aware the Daily Mirror was trying to get hold of a single parent who would happily spill their financial details for a late feature on surviving the recession (not all free publicity comes from sending press releases; keeping in touch with what journalists are looking for is one of things a professional PR agency can do for you).

Sounded perfect for our new client Single With Kids. They were amazing – within 30 minutes of our phone call they had found a suitable single mum, who spoke to the journalist that night and agreed to a photo that weekend.

And it was that speed in reacting that helped them get onto page eight of today’s Mirror.

And here’s another great example from today’s Guardian, about how a food company has turned a simple radio piece into the revival of a dead product (that they don’t even have the recipe for any more). There aren’t many companies that can commit to bringing back a product and even set up a special email address that quickly. Well done to them.