The ideal PR is free, and if it's cheap, it means it's good.
Added 5 minutes later
...and besides, that "PR" was... clumsy. It was black PR. I understand that there was little money, but still. Next time, hire a specialist. They will come up with various clever tricks, all sorts of promotions. Like "join and get a free sausage." Or a t-shirt. And so on.