How PR in the valley works
Spinning the Web: P.R. in Silicon Valley
Gone are the days when snaring attention for start-ups in the Valley meant mentions in print and on television, or even spotlights on technology Web sites and blogs. Now P.R. gurus court influential voices on the social Web to endorse new companies, Web sites or gadgets  a transformation that analysts and practitioners say is likely to permanently change the role of P.R. in the business world, and particularly in Silicon Valley.
While public relations is just one arrow in the marketing quiver for most companies, it plays an especially crucial role in a region where dozens of start-ups are born each month. Without money for advertising, these unknown companies have to promote themselves to potential users, investors, employees and partners.
