Can you do your own PR? Perhaps. Should you? No.

As a business owner, there are many things you do well. You know your market, your customers, your competition — no one knows your business better than you do. You have a lot on your plate: publicity and reputation management is often an afterthought. Or worse, only addressed during a crisis or after a bad review. It’s so important to build a bank of goodwill so that when a crisis or turmoil occurs, you have already built a solid reputation within the community and an informal network of supporters.

Many people confuse advertising with public relations. Simply put: advertising is publicity you pay for and public relations is publicity you pray for. There’s a big difference between telling people how good you are and getting other people to talk about how good you are. Think about that for a moment. Word of mouth from friends and respected community members goes a long way in determining where people spend their money.

Choosing the right public relations firm is important. 
First and foremost, they need to have a good reputation. If they can’t manage their own reputation, how are they going to manage yours? Check in with current and former clients before you make a decision. Do they have praises to sing, or have horror stories to tell?

Do they have a background in journalism or specialized training in PR? PR practitioners should know how journalists think, act and operate. A good PR practitioner should have strong media contacts and a comprehensive understanding of news operations. They need to know how to catch a journalist’s interest, and how to pitch and tell a story that’s worth hearing.

Are they ‘yes men/women’? A PR practitioner should be a trusted, expert advisor. Sometimes, that means telling you what you need to hear, not what you want to hear. They should always be looking out for your brand’s best interest and giving strategic advice on opportunities and direction for your business.
A great PR firm will position your business for success through a strategic, multi-faceted campaign that will involve media coverage, reputation management, and strategic use of social media. Business owners are already spread thin trying to manage everyday operations. Leave the PR to the pros.