Not everyone is suited to create press kits, or even to deal with the media.

One secret to success is to stick to what you know and do what you do well. If you want your press kit and press relations to be more professional than you are willing or able to make them, hire the work done.

Here’s a checklist to help evaluate whether you have the wherewithal or the inclination to handle these duties in-house, or whether you should hire professionals.

• Do you have a competent writer on staff?

• Do you have time to divert from other duties?

• Are you willing to field inquiries from the media?

• Do you have previous media-relations experience?

• If not, can you spend time learning the ropes?

• Can you produce professional-grade material?

Your options for hiring professional help run the gamut. Here are three points along that spectrum:

• Contract for individual pieces — If your media relation needs are intermittent, it may suffice to hire a freelance writer or public relations specialist for creating your press kit, writing occasional releases and performing updates as required.

• Contract for ongoing media relations — If your needs are more demanding, consider an ongoing contractual relationship with a public relations firm to serve as your “press relations office.” These experts will periodically update for your press kit, write frequent press releases and field media calls.

• Create a staff position — Calculate the costs, including salary and benefits, of an employee dedicated to media matters. If the cost is comparable to or less than hiring outside professionals, an employee might fit the bill. An employee dedicated to PR can answer immediately to management is more intimately familiar with the nuances of every aspect of your business.