Anyone else notice that advice on PR these days is all starting to echo the same Catch-22: "Have a bunch of users and you'll have no trouble getting great PR!"

Anyone else notice that advice on PR these days is all starting to echo the same Catch-22: "Have a bunch of users and you'll have no trouble getting great PR!" You might as well say, "Be popular and you'll get more popular!" While the statements themselves aren't false, they're not very helpful to those of us who have built products and are now trying to get those products in front of people. It would be great if we could get more advice / anecdotes / insight into taking those very first steps. What happened in the moments before the big bang?