I know a similar question has been asked before here: http://drownedinsound.com/community/boards/music/4357611
but it was EP specific and not many examples of Online PR.

For a UK based band, looking to get some coverage / hype around an album release (digital & physical CD 300 copies) / music vid / tour combo, what would be the advice given, and who are some of the better people that others have had experience working with?

I'm most interested in online PR since that seems most appropriate to who would like our music, but whilst I hear lots of quotes from £500 to £1000, I don't hear any names suggested as good examples, or ones suggested as best avoided.

If genre is relevant, think Metronomy / Fenech-Soler / Midnight Juggernauts as a rough comparison point.

We do have a budget, but naturally want to make sure that money's most effectively used.

Any advice or help anyone can give would be hugely appreciated! Even bad advice and piss-taking as it helps bump the thread (as does my mum, or something).