One of the most frustrating things for start-ups is how difficult it can be to capture the attention of bloggers and the media. They have created compelling new services and products, they have interesting stories to tell, and would love even a little coverage to support their efforts.

Unfortunately, attracting the attention of bloggers and media is a major challenge. It is particularly surprising for blogs given there are no real estate limits. For large blogs, volume is the name of the editorial game so you would think it would be an easier process. As someone with nearly 15 years as a newspaper reporter, you figure I might have an edge but it doesn’t seem to be the case. Like everyone else, my efforts are hit and miss, mostly miss.

So how do you capture the attention of bloggers and the media? Here are some tips:

1. Craft a good story rather than pitching what your company does. Bloggers and reporters tell stories so make their lives easier by giving them one on a silver platter. Make sure the story has a twist or hook that makes it different. It could be you have created something innovative, unorthodox or unique. Whatever your edge, play it up. A good example is Guardly, an iPhone app that launched yesterday that lets you notify friends and family when you have a personal emergency. Guardly is not your run of the mill startup but it’s one that resonates with many people, which is probably why it attracted some nice coverage in TechCrunch.

2. Give someone a “scoop”. Having a story that no one else does has always been a prize within the news game. Today, the rules are still the same. The downside of exclusives is the risk of alienating every other blogger or newspaper but if it means getting coverage in GigaOm or TechCrunch, for example, it can be worth the gamble.

3. Demonstrate success. Bloggers and the media really like two things: success and failure. Too many startups try to capture coverage when they haven’t done much of anything other than create a new service product. Unless you have something really special, this isn’t newsworthy. If, on the other hand, you attract thousands of customers or users, that is far more interesting because you have done something many companies fail to achieve.

A good example is WineAlign, which I did some work for two years ago. At the time, WineAlign founder Bryan McCaw was convinced he had created an innovative new service that would let people make smarter buying decisions at liquor stores in Ontario. But when he pitched the story, the response was deafening silence. Fast-forward two years and 15,000 registered users later, WineAlign just got great coverage in the Toronto Star.

4. If you’ve been successful in the past, make this part of the marketing efforts. It’s a spin-off of point #3. If an entrepreneur has been successful in the past, there may be interest in their latest efforts.

5. Have high-profile investors or advisors. Again, you’re looking to capture someone’s attention at a time when thousands of other companies are trying to do the same thing. Having recognizable investors or advisors can raise a company above the crowd. Look at the attention lavished on anything that Marc Andreessen invests in. This includes RockMelt, the browser that captured the spotlight only to quickly disappear.

6. Recognition at conferences and shows. Whether it’s Demo, 500 Startups Demo Day, TechCrunch 50 or another event, winning best of show can attract the spotlight and separate your company from the crowd. Look at what Mint.com or Yammer were able to do after winning the top prize at TechCrunch 50.

7. Relationships.Building relationships with bloggers or reporters can give you a better chance of getting your story covered. Bloggers and reporters people, they’re not writing machines. Like everyone else, they do things for friends, people who have done them favours, helped them out, or people they like.

Relationships are the biggest reason you should consider hiring a PR agency because a PR person’s most valuable asset is their Rolodex. A good PR person is building relationships every day, something that they can leverage when it comes to pitching a story.