Reputable London-based companies include Work Hard, Hero PR and the Press Counsel, who have a good track record with Welsh bands, as does Cardiff-based company Plug Two. However, Pattison says impressing an observing journo can reap rewards.
"It's not unknown for a journalist to write about a band without a press officer. For example, I wrote about Mclusky for NME off the back of an excellent live show before they had a PR or even a single out."
There are no hard and fast rules on how to get your band into the pages of NME, but you'll definitely have more chance with the weight of a press company behind you. "If a PR firm believes in you, they'll know the best journalists to approach and they'll be able to increase your chances of getting favourable coverage," says Pattison.
If a PR firm believes in you, they'll know the best journalists to approach and they'll be able to increase your chances of getting favourable coverage.Louis Pattison
Aside from print media, radio is often happy to give a mouthpiece to new talent. One veteran champion of young Welsh bands is Adam Walton, of the long-running BBC Radio Wales show The Musical Mystery Tour. He is candid about what he requires from bands.
"To get airplay on my show, a band obviously has to send me their music, but most importantly they have to be good. A band shouldn't be put off if they send a CD and it doesn't get played - it really is nothing personal, and I will judge any future submissions on their own merits."
Walton sees little merit in publicity gimmicks. "Don't try email campaigns, or other obvious and cheap methods of propaganda - all that matters is the music.
"The best format to submit music on is CD. Mark it clearly with a contact email and phone number. Sessions are offered to bands that I really, really like and feel are ready to record under such demanding conditions."
And to get on a show like Adam's doesn't require hiring out Monnow Valley for six months with the likes of Rick Rubin.
"Good quality, for me, is a matter of the quality of the songwriting rather than the quality of the recording. I've played some terribly lo-fi recordings on the radio because of the incredible spirit behind the recordings."