If you take out a gym membership, it doesn’t automatically make you fit. You have to invest the time and effort to actually make use of the facility to achieve results.
If you pay a monthly membership but don’t go to the gym, no matter how big or small your fee is, you’ll feel like it was a waste of cash by the time you eventually decide to cancel the membership.
Hiring a public relations firm or PR consultant is almost exactly the same.
They vary in size and price, but none of them will be effective unless you actually take the time to make best use of the facility by discussing ideas and making your targets clear on a regular basis.