What exactly is PR? The Public Relations Institute of Ireland defines public relations as "the management function of planning and sustaining two-way communication between an organisation and the audiences critical to its success".

In the past, the PR professional was largely a "distributor of press releases - a person who waited outside the boardroom for that crucial statement for urgent issue to the press". They were also there to ensure that things went smoothly and to ensure that "special feel-good factor was in abundance at company press receptions and get-togethers".

The PRII says the role has evolved because of the need for companies and organisations to communicate effectively and immediately to a broad range of audiences as well as meeting the demands of a more probing media. In times of crisis the PR professional has a key role to play.

"Public relations is no longer just issuing that press release or ensuring a good media turn-out at a new product launch - public relations is a core part of good management practice," according to the PRII.