Enlisting the services of a PR firm can put a big dent in your marketing budget. Despite that, many startups will front the money because they believe that getting media attention is the golden ticket to success. It’s that mindset that allows PR agencies to get away with charging a huge chunk of cash.

Publishing is also not always going to drive the readership or conversions that your company wants. As someone who spent 5 years working for major publishers and media houses, while also being immersed as a leading mentor for top tech startups in Silicon Valley, I can tell you that there are only a...