Public relations, growth channels, virality – they all have a role in the elusive world of startup PR & marketing. And oh how elusive it is…

How should you identify the channel that will be successful for your startup? How should you calculate the ROI of your startup PR efforts?

Every startup is in search of media traffic that will convert to users that will ultimately convert to long-term customers. Pulling the right levers from a PR & marketing perspective is an age old quandary and what works for one startup could — or could not — work for the next one.

We’ve incorporated a number of marketing channels and tactics over the past two years. From the beginning, we’ve focused on the data to help us measure what works and what doesn’t. No sou...