Well unless we have a budget of any sort (which is highly doubtful) it will have to be word of mouth unless anyone knows a decent PR consultant and is very good friends with them
I guess to begin with it will have to be through other forums, telling people in the workplace about the whole thing.
The other idea I had was major companies across the globe. How many times have you seen a site say "Find this product interesting? Email our sales team
sales@companyx.com". We could set up an email template that we think will work and get it going out to as many of those addresses as we can find. Not necessarily making it a full time job, just if you have a spare 20 mins at lunch or in the morning but it seems like a quick easy way to target people.