THERE remains in this country a tendency to see public relations as something of an optional extra, slotted between making the coffee and sorting the mail to catch the last post of the day.

All too often companies still think that media relations is something that anyone can handle

Take the all too familiar situation where management, rather than spend £300 on a media campaign which can include photographs, believe its more cost effective to do it themselves. Someone in the office is bound to have a camera; after all, all you need do is point it and press the button.

And that attitude often extends beyond photography. Every office has got a Bill or Ben who can string words. He can write the press release after he's taken the photograph. That's a few quid saved, isn't it?

Poor Bill or Ben. Even if they could find the time in their busy day, the chances are that their media campaign will be as effective as a chocolate fireguard.

The author of this article has worked as a provincial evening sub-editor, new editor and as an industrial editor for 25 years and he's seen Bill or Ben's releases. They read just as the Flower Pot men sound ... Incomprehensible. Initials instead of Christian names, no job titles given. And all too often, too technical with no news line.

As for his photographs, he'd forgotten to caption them.

And how was he to know he had committed the deadliest sin of all by telling the Editor that his company spends a small fortune advertising with his publication.

Journalists are professional folk and don't like their principles infringed. It's the quickest way to ensure a press release is confined to the waste bin for ever and a day.

If you want success with the media, use a public relations professional.

Here at Contact PR we liken good public relations practitioners to GPs. We listen to our clients, make a diagnosis and supply a solution.

Like patients, all clients have different problems with different needs.

The key to good public relations and marketing is to generate a bespoke plan to meet the individual customer's requirements and budget.

As experienced practitioners we advise on corporate identity, direct mail campaigns, media relations, special events opportunities, staff communications and more.

Of course you might not think that public relations is worth investing in. You might think that Bill or Ben can do the job just as well.

If you do then you are at odds with the largest and most successful corporations in the world. And Tony Blair