Not necessarily. You have to weigh your available time and money. If you have more time, identify key influencers and build a relationship with them. If you have more money, then hire a PR firm who will do this in a way, but will really rent a lot of attention in the industry. Once you stop paying, their work will also stop and you will see an ever-increasing decline in the effectiveness that you once had.

Whereas, with a solid relationship with an influencer, your effectiveness increases.

I'm happy to discuss more, if you'd like to book a call.

All the best,
-Shaun