One of the key benefits of hiring a PR agency is that they know what is a story and what is not ... and even better than this, they know how to turn something simple into a story that journalists are fighting to print. There are certain techniques that PR professionals adopt that can really benefit your company, improving your reputation and increasing awareness. One thing that they may suggest is that you carry out a survey. A lot of journalists love to receive findings from surveys that can back up your ideas as it means that the information you have sent is credible and supported. However, if you own a company that sells exercise equipment and you produce a survey which simply says that not enough people exercise, isn’t offering the journalists anything new. A PR agency will perhaps suggest that you offer the top ten exercises to combat baby weight just after an A lister has had a baby, might grab a little bit more attention. By constantly keeping an eye on the news and thinking of ways in which to link your company to the top stories, you can really raise people’s awareness of your company. It is advice like this that makes PR companies invaluable.