You may have a marketing department, and perhaps a social media and comms function too - but do you need a PR?
First things first, what the hell is PR anyway? It’s all about building great reputation. Everything you say and do is PR. The steps normally taken are:
Deciding what you want to be known as/what you want people to talk about
Deciding who you want to see/hear this info (who is your customer)?
Work out the best way for that to happen – what do these customers read/watch/listen to?
Putting together a great story/angle/opinion piece
Getting it to the right journalist
Following up and setting up interviews
Making sure the campaign is featured on social media and in newsletters and other marketing communications by liaising with other marketing and comms staff
Measuring the results of a campaign and to be ready for future campaigns
Do you need a specific PR expert to work with you? You won’t be surprised that I think you do. You certainly need someone who has the right connections and who can see the right opportunities for your company. It’s not a "dark art", but it takes time to sharpen the conversational, observational and commercial skills that a good PR requires.