Working in PR, one of the most essential aspects is to achieve positive coverage for your clients and their products. This was one of the key focuses for my role at Aduro Communications. Working with several different clients, it was key to understand their various target audiences in order to get the best impact out of your coverage. This very much determined the type of press coverage we wanted to achieve and also dictated the outlets we would be working with in order to achieve this. The most important thing I learned from various projects that revolved around achieving coverage, is how to build press relationships and ensuring a mutual benefit with journalists choosing to cover your clients!