I like eating lunch.  I also like my work. So over the past few weeks I have had the immense pleasure of combining both in the form of a face-to-face briefing programme for a new client.

Now, when it comes to brand spanking new businesses, raising their profile amongst key journalists and bloggers is basically their bread and butter. When looking at ways which I can do this, I am faced with a barrage of new media tactics. Viral videos, Facebook Ads, iPhone apps, Twitter campaigns – the list is endless.

These are all excellent ways of generating interest, so long as they are done well. Yet, call me old fashioned (I can guarantee you I have been called worse), nothing quite beats getting a client sat in front of a journalist and get them chatting. Face-to-face briefings add depth, character and personality to a new company and the people behind it, much more than any introductory press release, handy iPhone app or innovative PR stunt ever will.

With start-ups, the founders tend to be very passionate about their business. That passion can really come across in a face-to-face meeting and actually rub off on some of the most unanimated hacks in the media world, who suddenly find themselves asking more questions and formulating a story there and then – great news for the PRO, great news for the client and usually a smile from the journalist.

Of course, clients need to be briefed well to ease any nerves and you have to get your target media spot on but getting the right people meeting each other, discussing issues, sharing knowledge and drinking red wine is still one of the most powerful weapons in a PROs arsenal.