http://thenextweb.com/media/2011/08/21/pitch-perfect-a-startups-guide-to-getting-coverage/
Most young startup’s needs 3 things: Money, a good idea and a dogged determination to see that idea through to completion. But what about publicity?
Some may argue that if an idea is good enough, people will discover it one way or another, and there may be some truth in this. But there’s little question that a spot of positive coverage can boost business and accelerate the word-of-mouth process.
What we’re talking about is public relations (PR). This could be in the form of a charismatic CEO who loves nothing more than courting the media, or an appointed PR firm that manages the publicity on a firm’s behalf. But in the case of young startups, they often won’t have the funds at their disposal for an experienced PR firm, whilst the company founder may be far more comfortable getting stuck into some Python programming than penning a press release.