Looks like just the lip is bent so should straighten up, a decent tyre dealer can straighten it out but the tyre will have to come off. When straightened it can be tested on the wheel balancing machine for straightness. If it is too far gone then an alloy wheel restorer will have to weld a new section in. If you can buy a secondhand wheel cheap enough it may be the best option.
Yeah, try a hammer yourself, nothing to loose. If it cracks then another wheel
my wheel was far worse than that http://www.cliosport.net/forum/show...y-story-turns-out-Clio-s-can-t-fly&highlight= and Dean at http://www.dtmetallictechnology.co.uk got it sorted for me at a bargain price too
now i need to find a good colour match for the anthracite paint to repair the scrapes