I didn't find the essay on a quick google but I remember a classic pg discussion that hiring a publicist was their best investment. Largest expensive also, but

I didn't find the essay on a quick google but I remember a classic pg discussion that hiring a publicist was their best investment. Largest expensive also, but the right one knows how to get the mentions in the media. But don't worry about competition, traditional journalists will happily dig their own grave for another byline.