The biggest PR hack you can do, is not hire a PR firm.
What you want to do is innovate on your product and your business model, management structure is not where I would try and innovate.
You have to find a small market in which you can get a monopoly and then quickly expand.
One thing that founders always underestimate is how hard it is to recruit.
Share results (financial and key metrics) with the company every month.
The thirteenth search engine- and without all the features of a web portal, most people thought that was pointless.