] I know because I spent years hunting such "press hits."
] Our startup spent its entire marketing budget on PR: at a
] time when we were assembling our own computers to save
] money, we were paying a PR firm $16,000 a month. And they
] were worth it. PR is the news equivalent of search engine
] optimization; instead of buying ads, which readers
] ignore, you get yourself inserted directly into the
] stories.

The Submarine