Completely agree - I've never had need to hire a PR firm, but having worked along side them quite a bit, there are some who can seemingly move mountains, while

Completely agree - I've never had need to hire a PR firm, but having worked along side them quite a bit, there are some who can seemingly move mountains, while others clearly thought PR is about emailing journalists saying "this might interest you", without building relationships, and for all they try they won't get anywhere. Of course there's also the third type, people who don't care and see PR as an easy ride.