My personal opinion is that you should hire a full service communications agency that has a great deal expertise to provide you with. It really is important to have a right talent supporting you when strategically planning your promotional initiatives. You should have people in your team that know your brand image, brand personality and your goals/objectives. They must also be able to understand the market and your competition. Overall, they should be experts in their specific fields and should be able to support your marketing campaign the way you want.