We already know that Google’s founders disdain marketing and PR, and it’s no secret that many tech entrepreneurs feel the same. Those used to viewing their company from an engineer’s perspective sometimes find it difficult to understand the schmoozy world of PR.

TechCrunch freelancer Vivek Wadhwa writes:

There is no linear ROI in PR, which can be hard for techies to understand. It’s all about relationships and patience. Once you are mentioned in one publication, then it becomes much easier to leverage that into other coverage because you have a stamp of approval. But make no mistake, PR is a never ending process.

This is perhaps the most “pro PR/marketing” commentary we’ve seen from TechCrunch, who often likes to lambaste the PR industry. As The Flack’s Peter Himler notes, “Today, with an atomized media vying for an even more fragmented consumer mindshare, a TechCrunch story, while influential, will only take a start-up so far.”

[h/t Dave Fleet]