A winning team feels good and keeps winning. A team that hasn't won in a while gets demotivated and keeps losing.
The biggest PR hack you can do, is not hire a PR firm.
Because so few people make an actual long term commitment to what they're building, the ones that do have a huge advantage.
At YC we have this public phrase, and it's relentlessly resourceful.
Remember that the idea will expand, and become more ambitious as you go.
The company just needs to see you as like this maniacal execution machine.