Several readers have written asking how to ‘do’ their own Public Relations (PR). My answer is usually, “Don’t! You are an expert in what you do, a PR agent is an expert in what they do. If you feel you can do what a PR agent can do, quit your present job and get a job in the PR business!”

In spite of the above advice, I have lots of people who want to try the do-it-yourself approach, so I asked for advice and input from a talented friend and expert, Richard R. Gallagher, Ph.D., SCORE Counselor, Central Virginia Chapter #494, (804) 985-4661, rrg6v@unix.mail.virginia.edu. Most of the information in this column is directly from Richard, so if you need more information, send $5 to Richard at 125 Meadowview Lane, Ruckersville, VA 22968. Ask for: PUBLICITY, How to Create It, Reaching the Media, and Where to Send It!

WHERE TO START
Always hire experts better than yourself as a way of increasing your business' growth and professionalism. This rule holds for all aspects of business: marketing, sales, finance, management, advertising, and so forth. Hiring a professional increases your effectiveness because pros are more effective and efficient that amateurs. Since most of us are amateurs at nearly everything except our specialty, in doing a pro's job by yourself you loose two ways. First, you are hiring an amateur (yourself); and second, you are depriving yourself of the time from some other activity that you do best. When you ask yourself the question, “Should I hire or do it myself?” always choose to do the activity that you do best, and do more of it. Then delegate what you are not expert at to those who are. (Henry Ford never graduated 8th grade, but he hired talent who did.)

THE VALUE DECISION
Before beginning any PR approach, first determine what VALUE PR is going to provide for you, and whether you need that value. Ask yourself the question, "Why will PR enhance my business?" (Note: the question is not how, but why!) You might even do a simple focus group on this topic with friends before you continue. If the response is substantial, you are urged to engage a professional to do it.

EFFECTIVE CONTACTS
Keep these thoughts in mind, “Reading the suggested publications and ferreting out the contacts you need is more than one business person can possibly do. Even after you find who to write to, you will need to determine what to write, and what you write must be effective or the whole effort is lost.” The professional PR office already has these addresses in the computer ready to fly, and they have written hundreds of effective letters and documents. Finally, if you really have no funds to hire a professional, purchase The Associated Press Style Book, The New York Times Stylebook, Newswire Stylebook, and ABC's of Publicity. You’ll need these if you intend to write effective material.

REFERENCE DIRECTORIES
If you must do-it-yourself, you need to contact people who will publicize your business, and that means locating the people who write articles and columns, people who talk on radio or TV, and all the other contacts that could promote your business. The publications listed below will help you locate the key people at magazines, newspapers, broadcast stations, etc. Most of these directories are available through your business school or major public libraries.

• Amer. Society of Journalists, Membership Directory
• Gale's Directory of Publications & Broadcast Media (formerly Ayers)
• Beacon's Publicity Checker
• Broadcast & Cable Yearbook (all radio stations & TV's personnel)
• Burrelle's Media Directory
• Encyclopedia of Associations
• Hudson's Washington News Media Contacts Directory (all Wash. DC contacts)
• News Bureaus in the USA (all news wire services & magazine bureaus)
• New York Publicity Outlets (paper, magazine, bureaus, syndicated writers, radio & TV stations in New York)
• Standard Periodical Directory (all US & Canadian newsletters, house organs, special interest publications not listed in Gale Directory)
• Syndicated Columnists (US columnists, Art Buchwald, Jack Anderson, etc.)
• US Publicity Directory (all magazines, papers, business publications, radio & TV personnel)
• Working Press of the Nation
  • Vol. I Newspaper Directory
  • Vol.II Magazine Directory
  • Vol.III Radion & TV Dir.
  • Vol. IV Feature writers, syndicates, 1000 freelance writers

HOW TO ADDRESS YOUR MATERIAL
It’s important to send PR material to the right person. If your topic is daily living, send to "Features Editor" or "Lifestyles Editor”; sports to "Sports Editor"; fashion to "Fashion Editor"; Education to "Education Editor"; items linked to crime, poverty, taxes to "City Editor"; a hot topic to "News Assignment Editor"; and on-site coverage events to "City Editor". Send radio talk show information to "Radio Program Director." (Tip: Don't contact the host. Do contact the Producer.)