I can't repeat this quote enough: "Marketing is a tax you pay for being unexceptional". (holds for PR too). I'm not saying you shouldn't do it when you have

I can't repeat this quote enough: "Marketing is a tax you pay for being unexceptional". (holds for PR too). I'm not saying you shouldn't do it when you have a great product... What I'm saying is that companies spend too much money/effort trying to get people to talk about them and not enough making their product worth talking about. Why isn't your product worth talking about? Once you conquer that (much harder) problem, you'll have the budget for a great PR firm who can start pouring gasoline on your fire.