"Today's online consumers are more technologically savvy, more impatient and most importantly, want to spend more of their shopping dollars online than they ever have before," says Michael Silverstein, senior vice president and global leader of BCG's Consumer Practice group. "Unfortunately, online retailers haven't kept pace. Consumer enthusiasm for online channel is growing faster than online retailers' capabilities. Elusive profits will occur when online retailers get profit equasion right."

The BCG report finds that some categories are doing a better job of satisfying customers than others. The books and health-and-beauty categories stand out as best performers, with customers saying they are satisfied with their experiences 31 percent of time. The leisure travel and computer hardware categories have lowest numbers with only 20 percent experiencing satisfaction with their shopping. These last two categories, are big-ticket purchases. Consumers naturally have higher service expectations when buying a $400 plane ticket or a $1500 laptop than they do when they purchase a $15 book. Yet service at a book site is often better than service at a travel site.

Web sites need to address five critical benchmarks simultaneously to be successful. The report finds that a piecemeal approach will not bring positive results to bottom line. All of these benchmarks are tied intrinsically to buying experience. "Online retailers need to tailor their offerings for high-value customer segment and cement loyal relationships by delivering a flawless consumer experience," says Stanger.

Compare those prices to many small PR shops or individual PR specialists. Many have started their own PR businesses after years of experience in industry and typically charge $50 - $100 per hour to professionally launch and maintain your campaign. Many times, you can get a seasoned PR veteran who will work directly with you and your staff for cheaper than "Intern/Junior" executive rate at a downtown firm.

However, one word of advice -- when choosing a smaller firm or individual to do your PR, make sure they have same tools that bigger agencies do: updated media lists/contacts; personalized media distribution capabilities; professional clipping racking services to get copies of each of your media placements (articles, tapes from TV/radio shows) as well as intangibles of expert communication/media relations skills and professional pitching prowess. If they are cheaper, but don't have all tools to help you in best manner possible, you are probably better off spending a little extra money to make sure your campaign is launched and maintained correctly.

The major benefits of hiring a professional (individual PR specialist or PR firm) to launch your campaign are:

· Proper Campaign Implementation - Improperly composed or poorly pitched campaigns are major downfall of many PR efforts. Poorly written, over-commercialized media releases; uncalculated, misdirected mass e-mailing of release pitch; no follow-up media relations/media request fulfillment; etc.. Your first impression to media is a lasting one - make sure it's a good one. · Media Contacts - Most PR agencies have established multiple media contacts over several years that can lead to much better and more numerous media placements for your campaign. Let their foot in door benefit you. · Efficiency and Effectiveness - PR specialists/agencies generate publicity full time, 8-12 hours per day and know ins and outs, shortcuts and secrets to getting job done better and quicker. Sure you could hang your own drywall or do your own plumbing, but do you have tools, time and expertise to make it cost effective. I always tell my clients, "You do what you do well, I'll do what I do well and we'll collectively move this business further up ladder."

One caveat when it comes to choosing a professional PR agency or individual to work with - signing up for a higher priced campaign doesn't necessarily mean you will get better results than a cheaper campaign. And inverse is true as well. Over past year or so, many "low-cost PR/publicity services" have begun to pop up all over Internet. Ones that promise to write and launch a press release for as low as $99. They are low in cost - because frankly many are low in quality. Bigger is not necessarily better, and cheap does not always mean a good bargain.

If you have time, tools and talent to launch and maintain your own campaign, you should definitely do so. If not - there are a number of public relations/publicity firms, specialists and services out there. Research to find one whose services and fees match your business plan. Once business owners, entrepreneurs, and inventors learn more about their options when it comes to launching a PR campaign -- many find that they can't afford NOT to have one.