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"Do you need a big budget for PR?" comes up on almost every call I have with a founder. Usually it's said with a wince, like they're bracing for the invoice. So, a spoiler: you don't. Some of the best coverage my clients have had started with a good story and someone willing to send it to the right journalist. No retainer required. The quick answer: no, you don't need a big budget for PR. Press coverage itself is free, because journalists don't charge to feature you. In my ex