Most startups and small brands don't know where to begin. The traditional press release isn't dead, but it shouldn't be the tactic overwhelming all of your other communications activities. You just need to eliminate from your mind any expectation that a press release will get you a cover story. Related: I've Run a PR Firm Since 2008 — Here's What PR Can and Can't DoStart where you are: Smart PR on a budgetIt's worth repeating — you don't need a massive budget or a full-fledged PR team to gain traction. You don't need expensive software to do this — just curiosity and a bit of time.