Directories are a bit of a grey area. I tend to stay well clear of them as they can be seen as spammy by Google, but good honest directories can actually drive you a lot of traffic and sales - rule of them, if the directory is in your niche area and its where you customers would expect you to be listed, its worth appearing or forget your website. Would you be willing to list your site on the directory to help improve sales and leads, if either of them if yes I would be tempted to add yourself to the directory as its probably not spammy.
However if your only adding yourself to the directory for the sake of getting a link, or the directory seems poor, irrelevant etc stay well away.
For PR related issues, there are plenty of useful companies which can help get your info in front of the relevant bloggers, journos etc. Also can be done by doing a lot of research and hard work (depends how much time / money you have). This OLd articles on PR might be worth a read if you haven't done any PR related work previously http://moz.com/blog/an-introduction-to-pr-strategy-for-seos.
Also think like your customers, work out where they like to hang out, what information they like to know etc and once you have worked out where your target customers are, reach out to these sites and work with them. If you have got any great insights into the industry, great information share it with them, help them write articles and in return they may mention you and drive traffic and brand awareness.
Again for social make sure the content is easy to share (looks like you have done this), but maybe add a blog section and start sharing some useful insight, infographics etc and spread your brand online.
All of the above is difficult and takes time and practice. You are right to worry about Google, but seem as though you have a new domain, with no historical bad practices associated with it, just stay away from buying links. SEO is hard work and is only paid off in the long run. Try cheating Google and they will catch you eventually and penalised you and then all your work was a waste of time.
Getting to number 1 used to be easy, but now it requires creating good quality content that people want to interact with.