Yes, there is a return. Establish why you're doing PR and what outcome you deserve, then get a plan in place to make it happen.
Likely the toughest part of the process, your story is what sells your product. Learn how to extract the right angles and details to craft the ultimate story readers will share over and over again.
Measurement is king and monitoring your progress is the gold crown. Learn what to measure and why you're doing it.
Learn how, what, and when to pitch your startups story to the media.
Become more aware of the steps to actually receiving media coverage that converts.
Learn how to keep the media, journalists, and writers interested in your story (and product!)