Smeatz,
Excellent post on the nuances of PR and I agree with you. I have worked in the advertising business many years, so I do know a few things about PR and marketing.
However, my problem with what I have seen from the PR firm Eversull (from day 1) is not just that they have generated no tangible results to date, but (as I've stated before) that they themselves appear amateurish and unprofessional. Their website is a joke. They purport to be able to present Medizone to the world - but yet they can't even make a minimal effort to present themselves in a remotely professional manner. How can we expect them to a better job for Medizone? From all appearances, Eversull & Co. simply don't understand, don't care, and/or don't know how to create a corporate identity/brand ... and the importance of it.
This is very basic stuff and not difficult or expensive - which is why I join others here in calling for Eversull to be terminated now, so groundwork can be laid correctly in preparation for bigger things to come.