The reason is that PR – public relations – covers a wide range of services and there are many strings to our bows. At one end, you have the Downing Street and White House press machines and at the other, there are PR companies like my own, all very different, but huddled under the same umbrella.

When I set up Mike Crutchley Media last year, it was to use my skills and experience as a journalist and communicator to help businesses raise their profile and attract new customers. There are several ways of doing this and I didn’t want to focus on just one, or limit myself to only working in certain fields because I love variety. And it has been an absolute privilege and joy to work with organisations such as Bury Hospice, West Lancs Living Magazine, M3 Media, Waggawuffins and Biramis, among others.

The way I operate is I can be as hands-on or hands-off as necessary. Many businesses are more than capable of looking after their own press and social media coverage, but don’t have the capacity. Others are competent but need a bit of guidance and support, while some may really feel out of their comfort zone with it. I work with them, according to their needs.

So, in a nutshell, I:

1 Look at the whole profile of a business and how it comes across

2 Advise on a strategy to improve it

3 Create bespoke, engaging content for websites and social media

4 Advise on or manage social media accounts

5 Produce articles, features and press releases to reach as wide an audience as possible.

All this comes under my motto, “Telling your story”, and that is what I do. I find out what a business offers, what makes it tick, the story and people behind it, and why it is important to customers. This becomes part of the overall image of a business and is shared in print and online to reach new customers and help the business grow.

My years of experience as a journalist help me identify a “great story” in any walk of life and telling it in a way that is interesting and grabs people’s attention, even when they might not think they have anything to shout about. There is always a good story to be told – some just need a bit of help finding it.

When I speak with clients, it is done in a relaxed way and I try to put them at ease. It doesn’t take much for people to switch into interview mode and become nervous, especially if it is something they are not used to, often forgetting the most important things they want to say. It is an interview in as much as questions are asked and answered, but it isn’t like a grilling from Paxman – I want to get the best out of it on their behalf.

I work with clients to make sure they are happy with whatever is about to be published on their behalf. My goal is to help businesses get and keep their name out there, whether it is online or in newspapers, magazines and leaflets. I work with clients to serve their best interests and will advise them honestly about what will and won’t work.

With my experience and range of contacts, I can also help point people in the right direction to solve a problem or create a new opportunity.

So, those two letters, PR, cover so much and there isn’t room on a business card to do it justice, but hopefully it makes sense!

Thanks for taking the time to read this and please get in touch to see if I can help your business in any way.