In his latest book, “How to Win at the Sport of Business: If I Can Do It, You Can Do It” ( review here), Mark Cuban lists Rule No. 11 as:
“Never hire a PR firm. A public relations firm will call or email people in the publications you already read, on the shows you already watch and at the websites you already surf. Those people publish their emails. Whenever you consume any information related to your field, get the email of the person publishing it and send them a message introducing yourself and the company. Their job is to find new stuff. They will welcome hearing from the founder instead of some PR flack. Once you establish communication with that person, make yourself available to answer their questions about the industry and be a source for them. If you are smart, they will use you.”

PRSay reached out to Mr. Cuban to get his take on why he made this statement and for further insight into his thinking on the role and value of public relations.

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