I'd be surprised if press releases for yet another a photo sharing app can do more than create a state of background brand awareness, and that recedes rather quickly.

Actually receiving and sending photo messages is how you'll be discovered and remembered -- that is to say, socially and virally.

I remember first hearing of Facebook when it was young from a long-distance friend who wanted to share a photo with me. Like most Facebook users, I never read any press releases about the fledgling company; and if we had, it probably would have had negligible effect. A press release may be little more than a check in the box -- something for corporate investors and bloggers to refer to later.

If it were me, I'd put little weight on the PR and concentrate instead on sharing your product with well connected folks with non-overlapping audiences -- bloggers and tweeters who naturally like experiment, create some buzz, and share photos.

Oddly enough, I've daydreamed some very odd techniques for running a promotion through viral photo sharing. I'd be quite interested to put my experiment to the test. So if you ever get to that stage and don't mind hearing about something well outside the box, find me and ask.