PR firms can be incredibly expensive. For a small business or an entrepreneur, PR can be prohibitively expensive. Fortunately, you do not always have to pay for media coverage. It's called earned media for a reason.
If you have a small budget and little to no time to spend earning media, a company like Publicize (Publicize.co) can help you out by reaching a large audience for a lot less than a traditional PR firm. If you have zero budget, but are willing to invest some time, you can earn your own media coverage.