For all those people out there who are the type to build awesome games and then slack on the PR side of things, all the while wondering why there game is not getting the hits it deserves (you know who you are). This is for you. Dev.Mag is a website made to assist and enhance the local game-making crowd it's filled with some really great articles all about the process or thinking behind game development. One such article I want to bring to your attention written by Rodain "Nandrew" Joubert, is all about getting your game known in the market without spending any dosh called The Zero Budget Indie Marketing Guide.
Rodain_Joubert wrote: Because today's gamers are so spoilt for choice, it's easy for new limelight seekers to be intimidated by the teeming throng of "play me!" titles and quick fixes that constitute the marketing rat-race. In the worst case, a particularly shy indie dev may just upload a small demo, paste the link in a small corner of his/her personal blog, tentatively approach one or two friends and basically just stay put and hope that somebody with media clout walks by, shouts, "oh my word!" and wakes up the digital neighbourhood for you.
With the help of RPS's Kieron Gillen and Fez developer Phil Fish, you know that this guide is authored by people who know the ins and outs of the indie game scene, and designed to help. It's a good read even if your already effective with PR you still could learn a thing or two. Also don't forget to read the official ModDB guide for effective PR.