Stephen Leacock

The rule is, you can protest all you want. Make all the noise you want. Carry all the signs you want. The minute you throw a rock, you get arrested. The minute you break a window, you get arrested. The minute you break into a store, you get arrested.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.