This document provides guidance on getting media coverage for startups. It discusses fundamentals of public relations (PR) and relationships with the media. The key recommendations are to understand media outlets and journalists, proactively pitch your startup story and news, issue press releases at milestones, and contribute articles or opinions. Effective media relations involves having a media strategy and press kit to introduce your startup in a compelling way. The overall message is that startups should thoughtfully engage the media to build their reputation and visibility.