P R vs Paid Ads - Which Is Better?

A question from someone who is gearing up for a big product launch. They want to know whether they should use a p r firm in the months leading up to it. I think that there's merit to using both, but i personally wouldn't choose to do p r until i can do owned marketing on my own. The second thing is, like, it's highly dependent on the firm and the strategy ofif they're gon to go out and get you.