Two very different opinions.
Not really -- I agree wholeheartedly with Indiepath that proper PR representation is worthwhile. Just be sure that's what you're getting for your money. Speaking as someone who has worked on a games mag or two, though, direct contact from the developer is always appreciated (assuming the product is worth coverage). In the mainstream industry PR can sometimes form an irritating barrier between the publication and the people it really wants to talk to (read interrogate *cough*) so, y'know, watch out for that and don't let it happen. Now I know you're not specifically thinking about magazines so my rambling isn't all that relevant, but there you go.