I totally agree with Adrienne Kramer about the value of PR professionals. PR professionals, especially those involved in media relations, spend a great deal of time developing relationships with the media. A sense of trust and mutual understanding is created. Your business depends on these types of relationships and is exactly why you need to have an effective communications plan in place to guide you through the process. It' s not rocket science, but it is an art form that requires special skill.
Public relations is a function of management.
Too often it is relegated to a junior position and is the first to be cut in a budget crunch. Good PR affects your bottom line absolutely and requires the skill of a trained professional. Consider the financial implications of a positive community feeling about your company. Your brand and its reputation are your osme of your most important assets. PR professionals can help you protect that value.