OK so I had to really think about this one hence the 3 week absence! I won't blog unless I have something to say and I went round in circles a bit on this one. I started off by getting quotes from media but decided that I should just write it from the point of view of the PR, considering this is what I know. It's brief, but there's a few bits 'n bobs I've learnt over the years that could assist here.
I think PRs should: