When you’re a start-up, PR can bea difference for the company. The challenge is how to get targeted, quality media coverage on a limited budget and competing objectives.One of my favorite sayings lately is “by hook or crook.” What I mean is what can I do in the short-term to satisfy immediate results while keeping the eye on long-term value.

Here are some ways that start-ups can get some quick and dirty media coverage: 1) Editorial Calendars: Magazines will publish an editorial calendar to highlight areas of coverage for the coming weeks or months. Though the purpose is to garner advertising dollars, this will give you an opportunity to determine if there are appropriate stories. Contact the editorial assistant to determine process for contacting reporters and if the story has been assigned. 2) Executive Profiles: Consider pitching profiles of your CEO or founder to local newspapers, business journals or bloggers who focus on entrepreneurship. This provides a good opportunity to highlight your thought leadership within in your industry as well as vision for the company. 3) New Hire Placements: Local newspapers and journals include information about new executives at local companies. Each publication will have different criteria for submitting this information and may take several weeks for it to appear. I recommend submitting a photo as this will likely will get published with the brief. 4) Hold a Crazy Stunt: There is a balance between a stunt for marketing purposes and one that ties back into your overall objectives. I recently read about this stunt in the local newspaper. Briefly, this company was giving out tomatoes with money on it. Why? The name of the company is CashTomato.com. Frankly, I think this was poorly thought out and didn’t help promote the company’s end product… video-sharing site… yeah. Though it garnered coverage in the San Francisco Chronicle, I don’t know what else it accomplished. Dead pool anyone? =) What are youPR tips for start-ups?