By Darren Gilbert

This is why PR is crucial for any start-up. And, as Mindy Fletcher, communications strategist and partner at Crux Partners points out, it is only when you understand the importance of PR that you’ll ensure that its part of your budget.

First know who you are

How are you going to be able to tell others if you don’t know who you are? In communicating your business, you need to know everything there is to know. After all, this is about establishing your business identity. Without it, you can’t move forward.

Shana Starr, managing partner at LFPR agrees. It’s about asking yourself questions about your business. She writes: “It’s important to define those answers and incorporate your identity, values and culture in every aspect of your startup. If you aren’t sure, ask those around you for help.”

At the same time, you need to anticipate any questions that you may be asked. Not only will you be ready to answer when asked any questions but you’ll make a journalists’ life that much easier.

Target specific journalists

Of course, if you want the right coverage, you need to speak to the right people. In other words, target those journalists who cover your niche. This is a fairly simply point. However, you will surprised by how many will get this wrong.

Of course, it’s understandable, because someone in a phase of excitement and enthusiasm can send out the news to their whole inbox. It can also be forgiven so long as they stop doing it. However, the spray and pray method never works.

Murray Newlands, an entrepreneur and founder of TheMail.com explains: “Learn what journalists write about and what their audience loves to share. Pitch them similar stories. When you show that you took the time to learn what they generally cover, you show you are serious about earning the press.”

Choose the right time to pitch

While it’s all good and well pitching a story, you need to do it at the right time. After all, as Erica Swallow, a technology writer and start-up entrepreneur points out in her article on Mashable, you don’t want them to forget.

“You want to give the writer enough time to report, but you don't want to pitch the idea too soon that the writer forgets about it by the time your company launches or announces the news officially,” writes Swallow.

Swallow continues: “I personally prefer to receive news one week in advance of the official announcement. And when possible, I love to have the option of covering the news as an exclusive, when a publication is given the right to be the first publication to report on a given story.”

What are your thoughts? Do you have any other PR tips for start-ups? Tell us below.