Continuing the conversation about bringing PR in-house, Inc. has posted a story discussing how and why “savvy entrepreneurs” might  opt to do their own PR rather than hire a professional PR firm. Actually, the story is about doing media relations on your own with a few social media and crisis communications tips added in. (On the crisis front, one business owner, SocialText‘s Ross Mayfield suggests having “a trusted network of advisers by including someone with a public relations or marketing background on your board of directors.” Strange advice.)

Establishing relationships with reporters and building a reputation online is do-able on your own although it does take a lot of work, which is why many seek outside help. A principal at Boston-based marketing firm Holland-Mark, Mike Troiano, goes as far to say, “What you need is to invest in the development of the relationship with these journalists, who are in the end human beings. The era of professional PR is over.”