Understandably, given the various costs, some acts choose to PR themselves. The skills picked up from doing this can be tremendously useful - and save you a lot of money, particularly in the earlier stages of your career.
The below guide picks up the main points of a PR campaign. Some of the ideas are transferable to promotional activity in general, particularly with regard to authored pieces.
A strong set of images is an essential part of your tool kit. You may be fortunate enough to know a photographer who will get you a set done without running up...