The largest irritation for hacks is the classic ‘Did you get my email?’ call. What’s most infuriating is the way this method perpetuates. Often it’s one of the fresh faced younger types in the PR firm that makes this call, often at their employer’s behest, they learn that this is an accepted form of approach and thus when they climb the ladder within an organisation they pass this on to the new fresh faced younger type who repeats the process again.

In general though the basics are the key. In my own relations with Eircom League football the implementation of basic ideas such as giving journalists interesting things to cover, not making THAT phone call, and generally working to keep avenues of communications open and worthwhile has made a big difference. If you nail those aspects hacks like me will love ya like Kojak loves lollipops.