What is PR? To some it is achieving as much media buzz as possible, garnering column inches, radio and TV coverage, online mentions, harnessing the power of social media.

To others it is about the dissemination of information in order to inform and persuade audiences or 'publics' of the aims and objectives of an organisation.

PR is a blend of both. Every organisation has PR whether they like it or not - from a sole trader to a large multinational. Every organisation has vested interest audience groupings with their own particular interests and concerns.

Good PR builds reputation, engenders two-way communication, encourages mutual understanding.

For a marketing organisation the PR programme must harmonise with marketing objectives - market by market, audience by audience.

Aurora Media has teamed up with DC|PR to offer a wide range of clever PR and marketing strategies, all tailored to your requirements.