PR today no longer revolves around a single discipline - i.e. just media relations - but is a cocktail of channels and platforms that need harnessing to different extents depending on the objectives and the audiences.

The 'golden thread' through everything though is the message and ensuring it is the right one, delivered in the right way to the right place at the right time. It takes experience, skill, sound judgement and, quite often, flexibility in the approach.