An article in TechCrunch anywhere like it, is just part of your body of work.
I have seen lots of companies think that making TechCrunch is the end of all be-all’s.
Often times, it’s better for your PR firm than for the client.
It does not make you.
The answer to much of this is… it depends.
While chasing your dreams on media coverage, don’t forget to create your own media, with compelling stories, that brings your human voice forward, and yes, well help you get discovered by media and other unexpected partners, investors, and customers.
And don’t forget to comment, leave bits of interesting stuff behind and take part in listening and understanding the editorial fabric of the media that is relevant and strategic to your objectives.