is changing. Rapidly. But it's exciting. Very. Look at the way advertising has evolved in the past 3-4 years. Not long ago advertising was based on what I refer to as the 'pay and pray' approach, i.e. you paid for an ad, be it in a magazine, a newspaper, on the radio or TV, and you waited and crossed your fingers that you'd get some results, whether increased traffic, sales, whatever it was you were after. In short, you paid and you prayed. It was a throw of the dice.

But the internet — search engine and affiliate marketing in particular — changed all that. Slowly but surely companies learnt, and the online marketers preached, that they didn't need to take risks, that they could always be guaranteed some form of result for their spend, i.e. click-thrus to their site, online form completion, even completed sales... whatever the client wanted. The recession, of course, sped up the transition to online spend and the sector is now ripping budget from the more conventional channels.

Anyway, enough of all that. What I'm getting to — the point I'm, albeit long-windedly trying to make — is that this transition to a performance-based model is rapidly taking root in the PR sector, too. Companies are thinking, well if I don't have any risk with my ad spend, why should I have risk with my PR spend?

And thus Just In Time PR was born. Just In Time takes the risk out of your PR spend entirely. It's 100% performance based, namely if there's no coverage then there's no fee. Check it out: you'll be surprised at how quick you can go from no media coverage to a stack of national hits and links building your brand and boosting your SEO.

Dominic