Should I pay a PR agency, hire an in-house person or just do it myself?

Hired Agency

We had zero results from this firm. Much better results when we did PR in house.

Spent $80k on a PR firm over 6 months

Did It Ourselves

Doing initial PR as the founder is great. It gives you control over what you say, a sense of which journalists / outlets will be a good channel for you longer term and the journalists like to hear from the founder. I have not used a PR firm but uniformly heard they are not worth the money.