It’s no secret that many in the tech world disdain PR. foursquare founder Dennis Crowley once told PRNewser that PR “pretty much takes care of itself.” The issue, however, is that many of these tech start-ups equate PR to publicity or “getting press.”

“Hey, I’ve called TechCrunch and gotten my story Tweeted a few hundred times, my job is done,” is the sentiment displayed by some of these tech companies.

But what happens when something goes wrong?

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