I used to do PR for a big company that partnered with lots of little companies. As a Big Company partner, one of the services our PR department provided was using our already-established press contacts to help the little guys. When we placed tech articles in trade pubs, we'd mention a little guy in there. For example, "Big Company is having success at this with the help of partner companies like Little Guy and Even Littler Guy." You mentioned that you are partners with a bigger company that's already getting some press, so use that... Talk to their PR person and ride on their coat tails. Screw advertising, that costs money. Go for the free press. Or go to your local university and talk to the PR professors and have their students do your PR as a class project. (I never said you had to implement anything they come up with!) Or hire on a media relations person to deal with all that crap. And you can usually get away with paying them less than half what your cheapest tech person gets paid. Believe me, I know that part well.;-)
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I used to do PR for a big company that partnered with lots of little companies. As a Big Company partner, one of the services our PR department provided was using our already-established press contacts to help the little guys. When we placed tech articles in trade pubs, we'd mention a little guy in there. For example, "Big Company is having success at this with the help of partner companies like Little Guy and Even Littler Guy." You mentioned that you are partners with a bigger company that's already getting some press, so use that... Talk to their PR person and ride on their coat tails. Screw advertising, that costs money. Go for the free press. Or go to your local university and talk to the PR professors and have their students do your PR as a class project. (I never said you had to implement anything they come up with!) Or hire on a media relations person to deal with all that crap. And you can usually get away with paying them less than half what your cheapest tech person gets paid. Believe me, I know that part well. ;-)