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Self-publishing and public relations

Question
Should self-published authors hire a PR firm to promote their book? 
Answer
Probably not at first. One of the prime reasons to self-publish is to do more of the work yourself and not split the sales proceeds with several middle-men.

If you're a new self-publisher, you should learn how to send out your own review copies, draft your own news releases, and assemble your own direct mail pieces, etc. You should learn the ropes and later in the process, or for the second book, you can make an educated decision on what parts of the process to farm out and what to keep in-house.

If this advice doesn't sound right to you, you may be right. But if so, that means you may not be a good self-publishing candidate. It's not for everyone. 
Brain Trust contributor: Self publishing expert and author of The Self Publishing Manual and Writing Nonfiction
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