Many crowdfunding campaigns believe that if they hire a PR firm, they need to stick to that single firm and not even do any PR in-house.
This belief could not be further from the truth.
Yes, you can use an infinite number of PR firms and people, and it only increases your odds of more coverage.
How does this work? Many people think that there must be some sort of highly regulated order to using multiple firms, with clean organization on who pitches who, with certain firms only pitching certain journalists.
Nonsense! Any experienced PR can tell you that during a live product launch, a journalist receiving tons of pitches about your product only increases the odds of getting coverage. No organization is needed at all.
These big campaigns just hire as many firms as possible and let them do their thing. It seems to work quite well for them.