Top 25 shapers of PR in the last quarter of a century according to Howard Bowden, head of news at agency Clarion Communications.

1. Bizarre in The Sun
The Beatles’ break-up didn’t make a single splash in the national press – and it was only when The Sun introduced the first daily newspaper pop page in the mid-1980s that the media’s modern day love affair with celeb culture began.

2. Fax machines
Nowadays confined to “where are they now?” features, the fax was once the critical link between PR and client.

3. Meeja agency speak
Let’s touch base about downsizing – 360-degree thinking is fine as long as it’s outside the box ...

4. Colour photography
Before the Today newspaper arrived in the late 1980s, everything in the national press was black-and-white, including the pictures. Photo calls would never be the same again.

5. Ab Fab
If you didn’t work in PR in the early 1990s, Jennifer Saunders’ TV sitcom was probably your conception of the industry. Of course, in real life there were no such characters in PR ...

6. Not having to send out press releases in the post
Admin assistants may think they’ve got it bad, but once upon a time they’d have had to stick 500 releases in envelopes to go out tonight. Hurrah for email.

7. TV retro-list shows
Ever since C4 started its “The 100 Greatest …“ series, everyone in consumer PR requires a working knowledge of retro-pop culture spanning five decades. Hey, anyone remember Spangles?

8. Starbucks
Where did PROs go for external team meets before modern-day coffee shops? I’m just nipping out for an office round of Frappuccinos, so let me know when I’m back.

9. London freesheets
We all remember London Lite and thelondonpaper, and some recall the Evening News – and while they never seem to stay around long, what better way for a PRO to see if a story for tomorrow’s nationals has made it early?

10. 24/7 Rolling news channels
The digital revolution has resulted in acres more space for grateful PROs to fill, and no better example than TV News. Yes, we can get a spokesperson in 20 minutes, but how many brand mentions can we get?

11. Latest tech trends
Remember when Friends Reunited was the coolest thing online? Or eBay? One day, tech PROs will write releases about how their client is set to mirror the success of early 21st-century Facebook.

12. Not wearing a suit and tie
Younger readers may be curious to learn there was a time when even the coolest consumer PR blokes wore suits and ties to work. Even in Hoxton.

13. Surveys
We’ve all done them – and let’s be honest, with a bit of imagination, they continue to be the basis for securing fantastic, branded coverage.

14. Max Clifford
Britain’s premier PR guru? Certainly considered the public face of PR whenever TV news wants a commentator. Or the Sundays want an exclusive.

15. Celebrity chefs
TV food show popularity + Food and Drink clients wanting exposure = celeb chefs. James Martin, Marco Pierre White, Jean-Christophe Novelli, Phil Vickery and Brian Turner have all worked on PR campaigns in recent months, and that’s just for Clarion clients.

16. Experts
Where would we be without the army of specialists, future gazers and boffins who gladly provide any PR campaign with much needed third-party endorsement? Three words to resonate with every PRO: Doctor. David. Lewis.

17. New Labour
Between careers as a top journalist and Britain’s foremost Burnley fan, Alastair Campbell made the term “spin doctor” nationally famous. He also helped win two elections.

18. Jordan
Jade, Kerry and Cheryl run her close, but Katie Price is probably the foremost example of the media’s celebrity obsession. We’ve always been obsessed, of course – it’s just the media got bigger.

19. Wikipedia
Can anyone remember how we did research before the internet? Not me, but I’m sure Wikipedia will have the answer.

20. Reality TV
From Big Brother in 2000 to TOWIE and Geordie Shore, the concept of watching “normal” people do daft things on TV – with resulting impact on the rest of the media – is bigger than ever. Big Brother 12 starts on C5 in August.

21. Databases
For helping us find the Woman’s editor on the Aberdeen Press and Journal, among others, Gorkana we salute you.

22. The royal family
Hard to believe, but Sarah Ferguson was THE 1986 media darling – 25 years later, any release mentioning Kate, or more likely Pippa, stands a fair chance of getting in.

23. Doing it digitally
From old-school virals to multi-platform launches, every PR campaign needs a digital strategy these days. If there’s not a camcorder link below watching me write this, there should be.

24. Pop Idol/The X Factor/BGT
There’s always been talent shows and manufactured pop – but as the shows got bigger, so did Simon Cowell’s grip on TV schedules, the nation’s hearts and the media agenda.

25. Twitter
Nowadays we're all so used to writing in no more than 140 characters that we even stick to the format when writing jokey PR features. #true