Don’t be afraid of jumping into bed with a smaller consultancy as you can cram oodles of experience into a small offering, but big or small, size shouldn't matter, it is the fit that counts.

Brand awareness comes from consistently putting a marker down and letting people know you are there. Market dominance comes from getting your brand seen in place of your competitors, which let’s face it, is why animals mark their territory.

Knowing what is and isn’t news is an important part of the PR process, but often what is more important is knowing who to tell about it. This is something that far too many people get wrong and it can have a negative impact on not just your chances of getting that story covered, but future stories too.

Misinformation, alternative truths, fake news; these are all terms that came to the fore over the Trump presidential years and are no doubt going to raise their head again as he embarks on his next bid for the top job.