Kind of an obvious point, but make you know what your primary goal is... if it's to provide social proof to aid in fundraising, then a single TechCrunch story is much more valuable than a broader effort across multiple channels. It's likely your story will be lost the next day under the unending stream of great startup announcements. But that TechCrunch logo lives on in your deck.
OTOH, if you are far along with the product and are getting sufficient user engagement that you just need a larger base to work off of, then maximizing coverage makes sense. Then you're raising money on user momentum... much better than coverage by a tech blog. But if you don't have product/market fit nailed, then whatever boost you get initially will quickly dissipate.