Not everyone can afford to hire an on-staff public relations professional. Some can't pay for an outside public relations counsel either. And most marketing people in small or medium sized companies lack the training and experience to do effective public relations as a part of their overall marketing strategy. As an ex-daily newspaper reporter, I've been a public relations agency counsel for a long time. And though I hate to say it, even though you may think you can, the vast majority of you lack the appropriate skills to be your own public relations guru.
