I sort of agree with the blog. Yes good technology does market itself but there are several cases where competing technologies (in a similar sector) exist. All looking for more visibility and grab as much of the pie as possible. Marketing and PR can help with getting people on board quickly. Another advantage of PR is trust, generally speaking if the Guardian/Telegraph covers a technology a user might feel more comfortable in trying it. Obviously all that comes at a cost ($5K/$10K). Although I'm a firm believer of founders marketing their own brand/technology. They can explain the technology like no one else + they are highly motivated/passionate. - Raj from FriendFeed MT Plugin

Nice article Marshall. Really good subject to talk about. Great PR skills is fantastic, and rare. As with most things it comes down to definition. If you want someone in PR to 'build awareness' then that's crap. If you want someone who understands the media, knows how to position you, knows when to put you out there and works in with your over all strategy - then that's a good start. At Kazaa, Kelly Larabee was amazing. She was my first call every morning and she was a significant asset to the team. Sussanah and Chris from ICON Media were great. Very understanding and wonderfully responsive yet patient. And I +1 for Erica Lee and the Strategic Lee team. Solid work load, balanced, frank (and fun to boot). Of course Brian Solis is hot too, but I haven't had the chance to work with him yet. - Mick Liubinskas from FriendFeed MT Plugin

This is a great well thought out and balanced post. There are always a lot of angles to consider, word of mouth is always the strongest way to gain visibility, but then you also need continued support with reputation management and another pair of eyes to take your vision and put into a well thought out and concise press release and even conversation with those who would not only be interested in your technology, but can benefit from it. I think there is definitely room for both--of course if done correctly. - Pierce Mattie from FriendFeed MT Plugin

I think it has to do with the time factor to achieve some level of success. I do believe that growing organically and natural are really outcomes of worthy products and services but there's also a competitive landscape to think of (aside from bleeding coffers) that put pressure on companies to make that leap and grab that PR lifeline. And let's face it, a great dev guy doesn't necessarily possess the skills to do the pitches and all the related aspects of marketing. It doesn't mean they can't learn but again it is all about the time you have allotted for it to succeed. Best. alain mor.ph - Alain Benedict Yap from FriendFeed MT Plugin