Yes You Can Do Your Own Pr Sometimes

Doing your own publicity can be both rewarding and a great deal of fun, and nothing said here should keep you from it. There are, however, times when your expertise should concentrate on finding PR professionals who can handle a project better than you can and then making sure that that's what they do.

The biggest mistake made by firms when hiring outside PR professionals is not to tell them the whole story. Usually, professionals are called in to help overcome a bad image, a falling market share, or unfavorable publicity. Many firms think that they won't get a good job out of the pros if they really tell them all the "bad news." So they send them into battle unaware. Of course they do learn—the hard way—from the media! They wind up looking foolish, and their employers look worse. Think of the pro as your good-guy hired gun. Don't arm him or her with blanks!

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