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People don’t just wake up and instinctively know to visit your website. You have to drive them there. There are many ways to do that.

Writing effective web copy is harder than you may think. Unlike traditional printed media, such as brochures, people tend to skim read online content, searching for words that appeal to them.

The secret to success in PR is to make life easy for journalists.

The media is flooded every day by thousands of press releases, so how can you make yours stand out above the rest?

Your PR agency is only as good as the content it writes. If you can’t get the right messages across in the right way, you might as well not invest in PR at all.

Broadcast coverage is undoubtedly the best way for your company to reach millions of viewers and listeners and gain widespread exposure.

News-jacking, a term coined by marketing strategist David Meerman Scott, is a tactic used by PRs to get their clients relevant coverage with an often large audience.

It is received wisdom to keep friends close and enemies closer, but precious few companies really know their competitors’ strengths and weaknesses.

Is strategy worth the effort? Perhaps this tale, once told by the Nobel-winning Hungarian physiologist Albert Szent-Györgyi, has the answer:

Optimise your website for people – not just search engines.