Worth every penny as long as you use the right service. My advice is to work with someone who has industry specific contacts and not a generalist.
What PR has done for me:
1) Games reviewed in magazines and included on CD's.
2) Retail Publishing Deal.
3) Magazine Interviews.
4) Large Licensing Opportunities.
5) Venture Capitalist Interest.
6) The current deal that we spoke about yesterday.
I have my own lists ( http://www.prtoday.net ) and they are pretty damn relevant to this business - you can get access via http://www.gamerelease.net (no longer an Indiepath Company)
What PR has done for me:
1) Games reviewed in magazines and included on CD's.
2) Retail Publishing Deal.
3) Magazine Interviews.
4) Large Licensing Opportunities.
5) Venture Capitalist Interest.
6) The current deal that we spoke about yesterday.
I have my own lists ( http://www.prtoday.net ) and they are pretty damn relevant to this business - you can get access via http://www.gamerelease.net (no longer an Indiepath Company)