A good PR firm is an enormous help. Having a practiced, impartial judge to help craft your message is valuable. So is someone who already has relationships wi

A good PR firm is an enormous help. Having a practiced, impartial judge to help craft your message is valuable. So is someone who already has relationships with folks in the press -- it's the same principle as approaching VCs via entrepreneurs they already know. It's not for everyone, but if spending $10k on building your brand and attracting new users doesn't sound crazy, a good PR firm is a decent place to spend it.