I would start with Exact match, as it involves no risk of low value Key phrases slipping in, I would then switch to modified broad, and see if that expands the horizon a bit and gives more traffic, still keeping an eye on nasty negatives slipping in, and adding these to your negative library as you go along. Later i would add phrase match, bear in mind this is when google will display ads with a much larger amount of unwanted words in the Key phrases, so it is here that you will need to pay most attention to the negatives. That being said, it will also give you new ideas for both PPC and possibly optimised blog posts