Officers in Japan are evaluated on the basis of how many of their crimes are solved. Seemingly apparent murders that don't have strong leads aren't investigated as such - they're reclassified into categories like suicide or accidental death.
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It depends what you're doing. Press releases can be a handy tool if you're actually announcing news, not that some previously unknown startup by a relatively unknown team has come into existence.
You should pursue coverage as soon as your startup is ready for people to start using it and then at regular intervals thereafter as you add compelling features or have otherwise marketable milestones.
http://www.ridesurfboard.com was posted on here the other day in an ask hn. Seems like this "niche" is starting to already get crowded by a bunch of people scrambling to get a piece of the Flipboard pie.
If you're a valued part of their team your boss(es) are unlikely to be as excited about your new adventure as you are.
Fine to say you're leaving to pursue your own thing, but it's not the time to be offering anything other than help in finding or training a replacement and making the transition easy on them so they look back at you in the most favorable light when you do approach them down the road.
Quora's value comes from the quality of the people on it. There is very little that's exciting about them except the people they've been able to attract initially.
As the site grows, the density of interesting people will drop and the noise will increase, getting worse the more mainstream it gets. Eventually it will be a slow Yahoo answers.