OK, if you're not too sure what Just In Time PR is all about, this might help explain it.

It's an example of how it works in practice. Or how it worked in practice yesterday anyway.

Yesterday, early afternoon, some seriously Patrick Bateman-type trader spouts some crazy stuff on the BBC, about how he dreams about recession and the world ending. Because the worse it gets, the more money he'll make. "Governments don't rule the world, Goldman Sachs does" - that kind of thing.

Check it out here. It's quite something.

One of our contacts on the news desk at the Daily Express calls us up minutes later and asks for a selection of comments from our clients. What do they think of this guy? Is what he's saying about people making money out of volatility spot on - or completely out of sync with the average man in the street? Have we got any financial commentators with any thoughts on this Rastani guy?

In no time, we phone two JIT clients, Concept Financial Planning and Broome Financial Planning, draft a quote with their help and several hours later both these companies are on page 17 of today's Daily Express and also
.

Just In Time PR, in short, is about putting companies into the news when their expertise is demanded. And they do so on a no coverage no fee basis.

So if the quotes hadn't been used, neither Concept FP or Broome FP would have paid a penny. It's PR minus the risks and minus the big retainers.

As for our fee structure, see the
homepage. It's hopefully very clear.

Any Qs, as ever just shout.

Dominic