Getting publicity for your small business or startup is no easy feat — especially if you’re new to the market or industry and have limited marketing/PR dollars to spend.

But it’s not impossible, particularly if you know who you want to reach (and why they should care about your product or service).

Sharam Fouladgar-Mercer (CEO of AirPR) knows your pain firsthand. But the one thing he advises you not to do is mass-email hundreds of journalists hoping for a press hit. Instead, he suggests starting with a few key questions like:

• Have you built the right product for the right customer?
• Who is the right customer?
• Which journalists or publications cover your topic/industry?

Watch the video (and take notes) for in-depth tips, do’s and don’ts.