Of course that is a trick question since - as with any properly managed and monitored advertisement or marketing plan - the cost of a Press Release should be referenced as an investment and the associated time should be compared to the dollar value of the time invested by the people writing, posting and hopefully managing and monitoring the release. Based on that direct comparison the "cost" should be reflected as the R.O.I. so, let me re-phrase the question now that I have your attention.
Should a Press Release be handled using any and all available in-house staff with the risk of it getting lost within their general areas of responsibility and the likliehood that the R.O.I. will be comingled with their other shared advertising/marketing plans or should it be handled by a dedicated individual in the dealership focused on it as a branding and marketing tool limited by their experience and available funds to properly compensate them or should it be outsourced to a professional that is singularly focused, experienced and accountable to develop an acceptable R.O.I. to keep their job?
It may sound like I am building in my opinion that it is a specialized role that should be outsourced to a qualified professional but frankly - I am not! I am simply surfacing the question in the hopes that my fellow ADM professionals will share their experience and results using all of the above.
After all, what are friends for!