Ping. So, I talk about this a bit in my advertising guide, but the important thing is to first establish that people like the product from a product standpoint and from a people pledging standpoint. Otherwise, you can spend money for traffic and it might get you no where.
See:
http://www.crowdcrux.com/advertising-gu ... -campaign/If you're willing to take the risk, then I think it's most important to track the traffic and begin to establish some conversion metrics in terms of X number of people = X number of new backers.
If the press release did not generate traffic for you (taking that to mean no write-ups in media publications), that might mean that no journalist was interested in the story as it was presented or they are not looking for that type of story at the time for their publication.
The creator I interviewed today had some good PR experience from doing outreach for the first time during their campaign. See:
http://www.crowdcrux.com/how-a-healthy- ... ckstarter/