Plus he got reprints of the articles and used them in his promotional materials for use with customers and to sell future stories. If this sort of creativity is not one of your core competencies then you should consider retaining a professional PR firm. Companies hire PR firms to make good things happen for them as cost-effectively as possible. Positive, extensive and regular media coverage is almost never an accident for publicly traded companies and never-ever is an accident for privately held companies. The problem is that effective public relations is a process that evolves over time .
Time is money.
Once you and the PR firm determine what needs to be accomplished, the PR firm then will estimate the number of hours necessary to complete the job, assign one or more professionals to the account and bill each at a particular hourly rate against the number of hours spent on the account. You should insist on a maximum monthly fee under this approach. A variation on this approach is a retainer. Again the PR needs are determined, the PR firm assigns personnel and a flat monthly fee is agreed upon- expenses are nearly always billed separately. With this approach the company knows what to expect each month in PR fees.