I'd strongly suggest not spending your money on a PR firm in the bootstrap stage. Better options are handling it yourself (great for establishing relationships

I'd strongly suggest not spending your money on a PR firm in the bootstrap stage. Better options are handling it yourself (great for establishing relationships with writers, bloggers, etc), or find an ambitious college student who's studying PR/Communications and wants to get into the field. In my experience, bringing on a PR intern was exponentially better than hiring a firm. The interns are thrilled to have the opportunity to work on a real project, and they'll spend hours digging, searching, reaching out and just trying different things. Your PR firm is going to do the bare minimum to keep you on as a client for the next month. Of course, if you have tens of thousands/mo to retain a top-tier PR firm, things will obviously change, but a 5-10k is not going to cover that.