Loic Le Meur:
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#2 – Do not pick a PR person, be the spokesperson of the company.
The best person to represent the company is not a PR person and even less an external one. It is YOU. You, the founder, you the CEO. Look at Steve Jobs, Mark Zuckerberg, Richard Branson, they are the PR machines. Does Michael Arrington himself need a PR person to represent himself get TechCrunch known? If you launch your startup, you need to be the one representing it because you have the vision and the passion. If you are shy, get over it. Get training. Try a daily video for example 
#3 – Participation is NOT marketing.
The most important asset that a startup CEO has or should build is his community. It has nothing to do with marketing. [It] took me 8 years since I started blogging in 2003 to have a community and it is no marketing. It is about sharing every day thoughts, tips, advise, learnings with the community. It is about a continuous dialog with thousands of friends that will gladly help you building the company if you do not consider it as marketing. Of course, you can talk about your products and it may be good marketing at times but it should not be artificial. Marketing fails in communities.
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#6 – Do not see bloggers and journalists as target either, they will ignore you.
Make sure that the PR team DOES NOT RESEARCH individual preferences for contact before they reach out, they will tell you what everybody knows about them and you will contact them in the most boring way possible. Take bloggers. Everybody tries to pitch Scoble and Arrington. They are tired of the same formatted boring pitches that come to them exactly the same. They are my friends and if I had tried to pitch them like hell they would have never have. Relationships with journalists and bloggers are the same as real life. They take years. Approaching them artificially with a strong sales pitch is the best way to make sure these relationships will never happen.
#7 – Do not measure success and traffic from PR.
It’-s like if you tried to measure your relationships with your friends! Build strong links with your community, learn from them everyday, enhance your product. If you get coverage from the smallest blogger go and comment to thank him. Do not be obsessed by numbers and results, it is long term relationships that matter.
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Excellent.
When I read Loic Le Meurs post, I thought to myself, “-Nigel Eccles read that post months before I did.”- 
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