I don't know if today's publicity would do it, but AirBnB is so great at PR that it is difficult to believe. (They also give out some great tips in their Founders at Work interviews. Watch them, guys.) I'd give them a better than 50% shot at getting covered in the New York Times for this -- again -- and that is a heck of a lot better than the "Pay us a $X0,000 retainer a month and, well, no promises" PR firms will get you.