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It's an interesting issue. A colleague and I are wrapping up a book on media relations for nonprofit and small-business executives, and we tell them that it will give them an idea of whether they want to do the work themselves or hire a professional.
One thing we point out is that it is time-consuming to learn a new skill and media relations is time-consuming to practice well. Do they really want to spend their time that way?
Like other posters suggest, we also put the issue in the larger context of a communications strategy, setting goals, timelines, budgets, etc.
We're hoping that, at a minimum, executives who read the book have realistic expectations of what a media relations campaign can do for them.
7 months ago on Media Relations: How to Do it On Your Own