Whether you hope to drive sales, need to keep investors informed, would like to build your standing in the community or have any other business objective, PR can be a powerful tool in your marketing strategy.

But, despite their best efforts, many companies fail to gain notice of the news media. For these organisations, a 'PR reality check' could shed some light on why they are missing the mark and help them sharpen their efforts.

The first thing you have to accept is that in the PR world, life is not fair.

The news media doesn't necessarily care how successful or innovative you are. They may not be impressed by the superiority of your products.

The men and women of the media possess little specific knowledge of your company's concerns.

Another point to recognise is that timing matters. There are times when you'll get a lot of coverage and others when you may consider setting yourself on fire just to get noticed.

Reporters can't cover everything single thing you do, and coverage depends on all other events taking place.

Size does matter. Bigger companies tend to have more news so they get more coverage. Listed companies take it a step further by having wider appeal.

This doesn't mean that micro companies never gain media notice, far from it. But, whether your company is seen as a might oak or an acorn, it factors into the priority a journalist gives your news.

Maybe you aren't as good as you think you are. Be honest with yourself. Are you the best, the true leader, the sharpest, the most popular? Answer honestly.

Are you actually as good as your competitor? Are you prepared to do what it takes to answer yes? If so, then reporters will sit up and listen, but only if you can sell them your story.

Maybe you don't work hard enough. It's simple but true. The more effort companies put behind PR, the better the results. Consider boosting your resources.

Increase your PR budget. Hire better skills. Once the wheels are turning your PR will gain momentum, but it needs continuous attention.

Consider how long you've been at it. The R in PR means relationships, and these aren't formed overnight. It takes time to build trust and gain the respect required to make it onto a reporter's key contacts list. You can't rush it.

Most reporters have many stories vying for their attention, and it takes an established relationship to make it to print.

Do you have the "X Factor"? The news media is a people business and companies with people skills have an edge.

You need spokespeople who are compelling and personable. They can deliver soundbites; they are naturally at ease socially; and well, people just like them! PR is as much about the person as the company.

Are you telling the right story? The reporter wants to talk about global market forces and you keep pushing technical information.

The whole industry is talking about new legislation and you're issuing product announcements. If your messages do not resonate in the current climate, you're not going to get column inches. Knowing how to make your story relevant will make the difference.

Perhaps you are just not doing it right. Does it take weeks to get a press release approved and out? Are you booking interviews days in advance?

It's a 24/7 world in the media. If you're not prepared to be responsive, forget PR altogether. You need planning and strategy to stand above the crowd.

Maybe you have the right plan but the wrong team implementing it. If your competitors have a better PR team, they'll win more coverage.

You need to consider quality, experience, relationships and results to make sure yours is a winning team.

Sherrilynne Starkie, managing partner at Strive Public Relations Limited in Douglas, provides PR and marketing communications services to the Island's technology sector. You can visit her blog, Strive Notes, at www.strivepr.com