Saints: PRs who have basic information ready – like age, job, and a picture, for a case study they’re offering you – the majority don’t yet they will get asked! The ones who do are stars! It makes everyone’s life a lot easier – it wouldn’t kill you to do this legwork in advance! People who are polite, efficient and honest. They are too many bullshitters around these days

Sinners: PRs who disappear at the 11th hour when in talks about an urgent story, PRs who act like they’re doing you a favour by chasing the case study they offered you! Celeb agents whose heads are stuck too far up their own arses – it’s a simple request eh? They use the press to make their client a star and then turn their nose up at you when you ask for a basic quote. How on earth can your client be too busy for the rest of the year (no joke!) that they can’t fit in a two-sentence quote? That’s such a load of crap!