Let's start from this side of the fence. Hiring an outside PR firm to manage your public relations is a better option because PR agencies have more (and better) media relations. “Link” is the keyword here, as it is often the difference between media coverage and abandonment.
The experience of a PR agency means they have more and better contact with the media. They're just much more active in the spaces shared by PR agencies and journalists than most brands, and that means they're making connections they can reuse later. You can visit www.believeadvertising.com/ to hire pr agency in Sydney.
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It works differently. Journalists who ignore press releases sent from your company email may be interested enough to open them when they see the agency's name on it. It's easy to find names you've worked with.
Depending on the nature of your business, the whole concept of marketing, public relations, and related ideas could be beyond your capabilities. Are you sure you want to go through the recruitment process, put together your team, and hope for the best while taking your time and attention away from the heart of your company?
Companies of all kinds of corporate PR commission for the same reason that they export several processes and tasks – because other people can do it better and more efficiently.