If you can't afford to pay for a big-time publicist, or aren't seeing the results you'd like from your own very expensive publicity "expert," blogger Nettie Hartsock recommends seven smart ways to kiss a PR professional goodbye.

Here are a few of Hartsock's suggestions:

Become a bona fide news outlet. "Look at your site as though it's a real publication for both your peers and the media to source for news," she says. "Build an editorial calendar for all your online tools including Twitter, Linkedin.com (status updates), Facebook and make sure you're congruent in your content and your expertise."

Link to news sources and journalists who cover topics relevant to your product or service. According to Hartsock—a former journalist—you shouldn't underestimate the power of flattery. "I can tell you that all journalists love to have their names or links to stories, surface in Google alerts and they really love to show those to their editor as well." Furthermore, you'll put yourself on their radar as a potential expert on future stories.

Get to know a journalist's tastes and interests by creating Google alerts. As you collect their articles, you'll build clip files that enable you to craft highly targeted pitches. And be sure to cast a wide net. "More and more the online media is made up of freelance writers so don't leave them out of the mix," she advises.

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