I went to a PR launch party for a website Thursday night and totally plugged ST to the marketing team there. They were older ladies but what the heck, right? The website is geared towards gifts for women ages 20-40. The marketing people were independent so maybe they'll think of ST in the future.
(But, to be fair, they didn't really seem to know what they were talking about. I kept thinking about Nylabelle and how she'd probably run circles around these women.)
I felt so proud to be going on about the virtues of ST!
Seriously - you should just open up your own PR firm on the side and do work for companies starting out. They can't afford to pay a lot of really expensive PR firms but they can pay someone (and sometimes it can be in products from their website but if it's cool stuff, that's okay too) something to get their name out there.
And in the world of online stores, the traditional press release route can only take you so far.