I was looking in the PR book you suggested and also in many others I have found. Let me be straight, I find all of them dry, boring and useless. I had little idea about PR, and I still have little, but I start to realize it is a different animal from what a startup would need. It feels like something mysterious and don't believe in mystery.

You did actually help me to the conclusion, that I will just skip learning PR now and focus on marketing, like rmATinnovafy said. I did need your input, thank you.