The biggest PR hack you can do, is not hire a PR firm.
The cost of getting an early hire wrong is really high.
If you have several ideas that all seem pretty good, work on the one that you think about, when you're not trying to think about work.
Everyone starting a startup for the first time is scared, and everyone feels like a bit of an imposter.
At YC we have this public phrase, and it's relentlessly resourceful.
If you ever take your foot off the gas pedal, things will spiral out of control, snowball downwards.