When promoting your business to the press, hiring the right publicist is half the battle. The other half is communicating your expectations—and aligning them with reality.It’s a timeworn story. As an independent retailer, you hire a public relations firm to heighten awareness of your store. Meetings are scheduled, media pitches are formulated, and status reports are filed. But months down the road, the fruits of the collaboration feel as underwhelming as a bag of stale potato chips.Most retailers agree that ongoing promotion is critical to maintaining a booming business. And PR is a key component of that endeavor. So why do so many jewelry retailers have a negative anecdote about a PR campaign somewhere in their company’s timeline?It’s true that not all PR firms and professionals are created equal. Industry know-how and media clout—two qualities that provide consistent results