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The most important piece of info is missing imo. How much did he spent with the PR firm? It seems it was the whole key in this story, and it's a good lesson for us.

I personally have no idea how much a PR firm costs, or what the lowest amount they take is. Is it $5k? $10k? Or more like $50k? Anyone here have suggestions of cheap but value-for-money PR firms, especially useful for bootstrappers?

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I asked a guy from a PR firm about this at an event at my local University.

He said getting stories in local newspapers costs about £2000. National press (meaning in the UK, not the USA) costs more. But it costs way less than the $20k I thought it did.

That is a made up number

I have had national level press at a cost of £0

Journalists will listen to you if you have something worth hearing

I read that Viaweb spent $20k on national press.

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