With the proliferation of digital media, social media, and new alternatives for disseminating news and information, it is tempting for marketing executives to try doing their own PR. As discussed in a post on business2community.com, that may be a big mistake.

Many business managers confuse public relations with publicity. While publicity is a key to obtaining recognition and exposure, there is so much more to a full PR strategy. As outlined in the post, there are all sorts of communications, both internal and external, that need to be monitored and managed.

One of the key takeaways from the article is that most businesses need to focus on their business, not their PR. It takes time to cultivate relationships with the media, and it requires both skill and resources to create the kind of content that can get traction in traditional and digital media.

Cutting back on PR and trying to find the time to “do it yourself” may be counterproductive. Missing out on great opportunities, making mistakes that could be prevented, and coming off as less than expert are all potential problems that an experienced PR firm or consultant can help avoid.