I've posted some advice about writing press releases here:
http://www.hypergridbusiness.c...
And some ideas for press releases here:
http://www.hypergridbusiness.c...
Customers won't come unless they know about you. I know it's hard for techies to promote themselves, or to write anything (documentation, anyone?). But it's just part of the job. If you really have problems, find a friend or volunteer who loves to write, or who wants to get into the PR or news field, or who just works cheap, and have them write the press releases for you.
Meanwhile, if you have a PR company looking to serve virtual world vendors, let me know! This is the time to establish yourself and gain a reputation and expertise. I can give you a free vendor listing, and call you when I need experts or vendors for quotes or commentary.