Start by signing up for HARO and see what kind of media are already looking for contributions for topics relating to your venture. Then follow-up with an offer to contribute to a targeted article about your venture. When you begin by offering value up front as a contributor to their article, you start building relationships that can yield you results later-on.

The next easy step is to identify where your customers are already likely to be looking. Find out what type of news your target market reads. It's probably best to be more refined than just "home improvement." Maybe you decide it's stay-at-home parents who are couponers and also like home improvement. It's much easier to define the right outlets when you've limited the scope of your audience.