Well, that depends. Not everyone needs PR.
If you’re a bedroom developer even our very small fees might feel steep. If you are in this just to have fun, be a developer and have no further aspirations, you should probably not spend good money on Games PR or App Marketing.
If you’re a famous indie icon, it might be the better way to get press addresses from friends and approach the bigger sites yourself.
If you have an Apple feature coming because the Powers That Be have expressed vague sympathies for your product, well, just lean back and see what magic happens before you spend money for something that you may get for free.
If you see this as a business and want to become a brand, want to make splashes with your game/app, want to get the maximum number of people to play/use it, it is perhaps not a bad idea to tell people about you. Even better to tell people who professionally express their opinions to others. Like bloggers, podcasters, youtubers, journalists.
There are a number of things you can do for yourself: make a presskit on your website (with presskit(), perhaps), collect screens, do a short video (buy voiceover artists cheaply at Bodalgo), open a Gamespress account. You can even draft a press release (here’s a good guide on how to do it) and send it to as many journalists as you know the e-mail addresses of. (Keep in mind to offer them review codes, but don’t overdo it.)
You can do all these things. PR is not a complex discipline, you can normally trust your common sense. But doing it badly tarnishes your reputation as a professional and doing it really well takes time and experience. A service like Very Small Monsters PR might help with the problem of international reach and with the problem of finding the right words. Of framing your app or mobile game correctly.
If you agree, then…
You still here? Don’t make me post a GIF of a bored PR exec!