I recently met with a potential client. They've been in business for a few years, and they're eager to start growing fast. That's why they want press. "Get me a big feature in a major publication," they told me.

Then I told them three truths they didn't want to hear:

HARD TRUTH #1: You probably won't get that feature.

HARD TRUTH #2: Even if you do get that feature, it won't help you the way you'd hope.

HARD TRUTH #3: Don't hire me right now. You should do this stuff yourself.

I've been in this industry for 17 years. My agency, Jack Taylor, represents many premium brands in health and wellness.

Hiring us is expensive, and I'm proud of the work we do. And yet: My peers in PR may not like me saying this, but most entrepreneurs simply shouldn't hire people like us.

Why? Because PR isn't just about getting press. It's about telling your story-and you should not outsource that work until you've perfected it internally. You need to refine your brand story, know how to tell it, and understand the complex media landscape yourself.

That way, when you actually do hire PR, you'll know exactly what you're looking for-and you'll know whether your money is being well spent.

So how do you start? Here are three things you need to know.

1 PR has massively changed.

When I started in this industry, a publicist mostly did one thing: They got you press. This meant setting up meetings with reporters and editors, which hopefully led to great coverage in newspapers, magazines, and TV shows.

The impact of this coverage could last months, or even change a company's fortunes.

Now, the impact might last days...or it might have no impact at all.