Here's why PR is no DIY affair

09/14/2010 | BNET

Some experts say you should do your own public relations rather than hiring an agency, but Shonali Burke offers five reasons that that could be a mistake. Owners often lack objectivity, for instance, which is essential to a well-positioned pitch. Then there's the issue of opportunity costs: You might be a great promoter, but as the boss, do you really have the time to wear that particular hat?

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