1) Employ a respected PR operator to build you a communications empire through shrewd deals and solid organic growth?
2) Find a horse with a decent name and back it to the hilt?
Theoretically, such a choice faced the venture capitalists behind hatch-group - the ambitious PR group that was sold last week after two years of life under chief executive Michael Murphy.
Maybe next time they'll try option two - or perhaps they have already.
Last week's Racing Post noted that Hatch, a two-year old thoroughbred, made its debut in the 4.10 at Newmarket. The horse finished a disappointing fifth under unfortunately-named jockey S Drowne.
Hatch is also said to be a hungry beast, chewing its way through a decent batch of sugar lumps before not winning.