Startups should not be using PR firms anyway. Talk to them normally, build a relationship, see them in conferences, act human. That works, really. We haven't spent a cent on PR, and have done just fine and got all the coverage we could have asked for.
I think its such a shame when the founders are evangelizing and spreading the word. That's where all the passion is, and it comes through. When it comes filtered through PR, you lose that excitement and buzz.
I think that's kind of a naive outlook. Bigger startups -- moronic sounding, yes -- can utilize PR firms to for effectiveness and efficiency. It's basically outsourcing whoever guy you put on "building relationships" and "encouraging press" to a professional firm instead of getting someone to bumble around with it.
I think its such a shame when the founders are evangelizing and spreading the word. That's where all the passion is, and it comes through. When it comes filtered through PR, you lose that excitement and buzz.