Old PR formula: X + Y = maybe. Our formula: X + Y = likely.

I recently set up a PR and reputation consultancy, following twenty years in-house as a director comms for a range of retail, technology and professional services businesses.

I've taken the view that the worlds of media, PR and business are all changing at such a dramatic pace that it is time to tackle the way that businesses communicate with the media, and through it their customers, in a new and more effective way.

All our senior are either former in-house communicators or former national journalists, from broadcast and print. We're well connected and our reputation and effectiveness rest on our ability to place interesting, brand-enhancing stories under the gaze of millions of eyeballs.

So far, so good. Every one of our clients is the regular recipient of substantial levels of national press and broadcast coverage - and our reputation is growing, both as a source of great stories and as expert counsel to our clients.

A senior editor at the BBC recently described to me the emergence of "ambient news", supplied by fewer journalists, challenged to deliver their content across multiple media. An editor at the Daily Telegraph recently told me that he no longer sees the Telegraph as a newspaper - today it is a multimedia organisation.

The old methodologies that were used by businesses and PR advisors - what some would describe as old-fashioned warfare - lobbing a press release out of your trench and hoping for the best - no longer apply. If the media is changing, so too must the PR advisor. For us, relationships are everything, and judging by the reaction to date, we may be on to something....