This article on public relations from Forbes.com: The Single Greatest Marketing Tool, it is depressingly full of unsubstantiated criticism and misunderstandings about the nature of what PR actually is and can do. This starts with a definition by its author, Lisa Lamotta:
“public relations”–the discipline of shedding a benevolent light on a person, company or cause, mainly by tapping the news media
She also writes about PR practitioners that “most aren’t very good at what they do” and “PR types often promise more than they can deliver”. So her advice includes reference to DIY:
For starters, you’ll need a press kit. Most of that material will end up in reporters’ garbage bins, but a rare few might grab their attention.
or working with “interns looking to pad their résumés at rock-bottom rates”.
I would expect to see better consideration of public relations on any small marketing agency’s website, not on a website which claims to target the “world’s business leaders”.