Picking up on the previous post.
Guy Kawasaki rounded out the discussion by posting an article - DIY PR - from Glen Kalman putting forward the view that entrepreneurs should do their own PR. Using the term entrepreneurs confuses matters a little. Entrepreneurs are different to businesses and the managers who run businesses, but even so. Reading the article clarifies a lot for me.
Over the years I've met many people who wanted to generate editorial for their businesses. Very, very - very - few were equipped to do it themselves. Most would have made all the same errors that bad PRs get slated for.
The clue is in the title, DIY. Most people's experience of DIY is unsatisfactory. Leaky sinks and wonky shelves. If you want DIY PR, then DIY it. If you want a good, professional job, then spend some time finding a good professional.