After watching the demise of English football tonight, I had a quick pre-bedtime Google. I find it sends me to sleep quicker than Horlicks!

So there I am searching for stories on performance-based PR, as you do, when I happened upon a rather interesting campaign that was launched a few months ago; a campaign with the sole purpose of cutting
. Now what's PR spam, you may wonder? - well just ask any journalist who has opened his/her inbox in the morning and found it clogged up with 200 e-mails from random PRs, with the subject line: "Press release - Eight out of ten Brits....."

Amongst other things, the campaign includes a "Bill of Rights" with a list of demands on how journalists want to be contacted by PRs, which includes sending press releases or comment in a timely manner.

The truth is, anyone who has worked in a PR agency has probably been guilty, at one time or another, of aimlessly sending out a press release so weak that you wimper as you press the send button, and all in the vain hope of getting a journalist to bite. I hold my hands up on this front - why I ever thought that a press release headlined: "Eight out of ten Brits admit to wearing ladies knickers" was ever going to be covered by The Times, god only knows.

Anyway, it brings me onto an important point - or rather it highlights perfectly why the Just In Time results-based PR model works so effectively. Journalists only want to be contacted by PRs when it's relevant, and clients only want PRs to contact journalists if it results in coverage.

With performance-based PR, it's all about timing. Give the journalist what he/she wants, when they want it, and they will love you forever. At Just In Time we only send out quotes when a relevant story is actually breaking. That means, no PR name and shame list for us, and as a client you become the journalist's best friend - a win-win situation.

Jonny