The art of PR should never be underestimated it should be thoroughly embraced. New companies that enter markets with well-established competitors may have great solutions and truly superior designs, but they also have an intractable problem. The competition is established, they are not, and markets always bend toward the familiar. Add to that the typically limited budget of a start-up and the barriers are high enough to predestine new companies to failure unless they have a very effective mechanism of…