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"You need the best PR firm you can get to return your calls."

Saying someone "needs" something (ie paid PR) in order to succeed could also be deemed terrible advice.

This has been one of the critical differences between the startups I've worked at that have found successful exits and those that floundered.

A good PR firm can you get a national audience for pennies compared to paying for ads.

I believe it, though there is plenty of opportunity for earned media - its not PR firm, ads, or nothing...