What is PR effective at?

1.   ?    Building up brand awareness.
2.   ?    Building on the image advertising creates.
3.   ?    Building up sales.

It's best to be adventurous and do PR yourself?

1.   ?    No. You should always go to an agency if you have the money.
2.   ?    It doesn't say which is best.
3.   ?    Yes. It cheaper and easier.

If you don't get your press release published there's nothing else you can do with it?

1.   ?    The news must be placed through respected media for it to be useful.
2.   ?    There are alternative uses.
3.   ?    There are alternative uses but they are not recommendable.