Troncossi Public Relations is celebrating its 10th birthday.

Managing director Elizabeth Tee, who founded the company, said there had been a growing appreciation of the benefits of public relations in the decade since.

The company, which now has a staff of five consultants, works out of offices in Park Road, Hamilton.

Its clients have included 140 organisations, including companies, from small to international, charities and Government departments.

"There's a much greater understanding of PR now than there was 10 years ago," Ms Tee said. "With so many international companies here, the Island has been exposed to people from overseas who have worked on PR in their home countries, people who understand its benefits."

Troncossi's work includes dealing with the media, internal communications and lobbying Government.

The projection of a positive image is especially important during testing times for an organisation.

"One company had 800 union members marching up to their doorstep and we helped them with that," Ms Tee said. "We also had a company which got a one-year licence from Government and we helped them to get an 11-year licence which helped them to recoup their investment."

While going through the media remains an effective way for organisations to communicate, there are numerous other ways, such as speaking opportunities, direct communications with shareholders, or business-to-business communications, all of which come within Troncossi's area of expertise.

Technology has changed the industry and offers many more ways for organisations to get their message out, as well as easing the process.

"Ten years ago, when we took a picture, we would have to get it printed and then often hand-deliver it to the client," Ms Tee said. "Now we can send it with a few clicks."

Social media sites like Facebook and Twitter have provided companies with a whole new means of communicating with their customers, even if some are reluctant to give customers the chance to express unflattering views.

"If someone's not happy with you, they're going to talk about it to other people anyway," Ms Tee said. "Social media allows you to communicate directly with those people and gives you an opportunity to help them with their problem.

"As you will be helping them in a social space, others will be able to see you doing it and you can get a lot of goodwill out of the process."

Ms Tee sees big, technology-driven changes coming in the media industry's future.

"We'll probably see some consolidation of media companies, as advertising budgets are cut," she said.

"Newspapers around the world are grappling with that now. I think there'll be more emphasis on mobile communications, social media and video content, and more search-driven communications."

The companies that can adapt to the changing means of communications will be the ones to be most successful with their PR, she added.