Building and maintaining strong relationships with tech journalists is an essential part of a successful PR marketing strategy. Effective media outreach can significantly enhance brand credibility and visibility, so it’s important to get it right.
In this article, we draw on over 15 years of experience as a trusted PR partner to explore actionable insights for pitching to tech journalists and maintaining lasting relationships, helping you position your company as a thought leader in your sector.
How does pitching to a tech journalist differ from pitching in other sectors?
Pitching to a tech journalist requires a nuanced approach that differs slightly from other sectors. While the basic rules of pitching apply – ensuring relevance, clarity, and accessibility – tech journalists demand a deeper level of specificity and technical understanding.
Firstly, it’s essential to know whether the journalist covers the topic you’re pitching. This means thoroughly understanding their speciality, the demographics of their readership, and the editorial tone of the publication. Tech journalists often have a focused niche, whether it’s cloud computing, cybersecurity, AI, or another area. Therefore, your pitch needs to align precisely with these interests.
Additionally, the technical nature of the content requires that you get the language right. Tech journalists expect pitches that are free from jargon yet technically accurate, reflecting an understanding of the industry’s complexities. For example, instead of saying, ‘Our cutting-edge platform utilises blockchain technology to enhance transactional transparency and improve operational synergy across decentralised networks,’ a more effective pitch might say, ‘Our platform uses blockchain to make transactions more transparent and streamline operations across different networks.’ Tech journalists appreciate clarity and directness – they are inundated with pitches daily, so brevity combined with clear, impactful information is key. Your pitch should immediately convey the relevance and potential impact of your story, ensuring the journalist sees its value immediately.
Attachments should be avoided unless requested, and your subject line should be clear and direct to ensure it grabs attention in their undoubtedly busy inbox.
Identifying the right journalists to pitch to
Identifying the right journalists to pitch to requires diligent research. It’s not enough to have a list of tech journalists – you need to understand their specific interests, recent stories, and areas of expertise. This means spending time reading their articles, following them on social media, and understanding the nuances of their coverage.
Building this knowledge base is an investment in the relationship. When you consistently pitch relevant stories to the right journalists, you increase the likelihood that they’ll consider your pitches in the future. This targeted approach not only saves time but also builds credibility with the journalist, who will appreciate the effort you’ve given to aligning your pitches with their interests.
A key advantage of working with a PR agency is that they’ve already done much of this groundwork for you. Established agencies have pre-existing relationships with journalists, providing you with a direct route to the right contacts and ensuring your story reaches the right people more efficiently.
Common mistakes when pitching to tech journalists
One of the most common mistakes companies make is failing to be concise and precise. Journalists value their time, and long-winded pitches that beat around the bush are likely to be ignored. Ensure that your pitch is laser-focused on the key facts and relevant details. If a journalist sees potential, they’ll reach out for more information.
Another mistake is not adequately researching the journalist’s area of expertise. Pitching a story about AI to a journalist who primarily covers cybersecurity is a surefire way to get ignored. Always make sure your pitch is aligned with what the journalist typically covers.
Crafting the perfect pitch: ensuring your story gets noticed
A pitch that stands out is one that demonstrates a deep understanding of the publication’s audience and the journalist’s previous work. When crafting your pitch, certain elements should always be included to maximise your chances of getting noticed.
To help your pitch stand out, here are our top 3 tips:
Write a compelling subject line
A clear and compelling subject line is essential – it’s your first and sometimes only chance to grab the journalist’s attention. A well-crafted subject line can significantly increase the likelihood of your email being opened. Subject lines should be concise and to the point. Avoid clickbait or overly sensational language, as tech journalists are more interested in substance than style. Instead, focus on clearly communicating the core of your story in a way that piques their interest.Get personal
Personalisation plays an important part in making your pitch stand out. Before you even think about sending a pitch, you should know what topics the journalist covers and what they’ve written about in the past. This involves more than just skimming through a few articles – it requires a deep dive into their body of work. Including the editor’s name or referencing a specific piece of their work shows that you’re engaged with their content. For example, referencing something like “Saw your recent blog post on Kubernetes” suggests that your pitch is relevant and timely.Personalising your pitch could also mean responding to a comment they made on social media or connecting your story to their past work. The key is to show that your pitch isn’t part of a mass email campaign but is designed specifically for them.
Use company content carefully
While it might be tempting to use your company’s blogs, whitepapers, or case studies to support your pitches, this should be approached with caution. Tech journalists are often wary of pitches that veer too much into marketing territory. Your pitch should focus on the newsworthiness of your story, rather than on promoting your company’s content.However, if your content genuinely adds value to the story and aligns with the journalist’s interests, it can be included as supplementary material. Just ensure that it’s presented in a way that supports the pitch rather than overshadowing it.
Remember, the body of the pitch should get straight to the point, with the most important information presented upfront. Explain how your story will offer a fresh perspective or add value to the ongoing discussion. This not only shows respect for the journalist’s work but also positions your pitch as a continuation of their ongoing narrative.
Additionally, make sure to highlight how the journalist can get more information and clearly state any restrictions or exclusives. This transparency builds trust and ensures that the journalist has all the information they need to move forward with your story.
Choosing the right spokespeople for quotes
The spokesperson you put forward can make or break your pitch. It’s essential to identify key individuals within your company who are not only knowledgeable but also comfortable speaking with the media. They should have expertise in the topic at hand and be able to communicate complex ideas clearly and confidently.
Consider the preferences of your spokespeople – some may be better at written interviews, while others might prefer face-to-face or video interviews. Matching the spokesperson’s strengths with the journalist’s needs can greatly enhance the success of your pitch.
Building and maintaining relationships with tech journalists
Building a relationship with tech journalists takes time and effort, but it’s a worthwhile investment. Start by consistently pitching relevant stories and providing valuable insights. Even if your pitches aren’t always accepted, the journalist will appreciate your effort and begin to recognise you as a reliable source of information.
Reciprocity is key in these relationships. While a relationship doesn’t guarantee coverage, it does increase the likelihood that a journalist will give your pitch the attention it deserves. Over time, this can lead to a mutually beneficial relationship where the journalist knows they can rely on you for accurate and timely information.
Attending industry events and conferences is another excellent way to build relationships with tech journalists. These events provide a rare opportunity to meet journalists face-to-face, which can help you stand out from the crowd of anonymous email pitches.
Before the event, reach out to organisers to see if they can share a list of media attendees. Engage with these journalists on social media and try to arrange brief meetings during the event. Even a short conversation can make a lasting impression and pave the way for future coverage.
Best practices for responding to journalist feedback
When a journalist provides feedback or asks follow-up questions, your response should be concise and timely. Journalists often work under tight deadlines, so any delay in your response could mean missing out on an opportunity. Be clear and direct in your communications, and make sure you provide the information they need without unnecessary delays.
Handling rejections and lack of response
Rejections and silence are part of the game when dealing with journalists. It’s important not to take it personally. If a pitch doesn’t land, consider it a learning experience. Analyse what might have gone wrong – was the pitch not relevant, or was it not compelling enough? Use this feedback to refine your approach for future pitches.
Persistence is key, but it should be balanced with respect for the journalist’s time. Continually bombarding them with follow-ups or repeat pitches can do more harm than good. Instead, focus on crafting even better pitches that align with their interests. This is where a good PR agency adds real value – they know how to strike the right balance between persistence and being too pushy. With their expertise, they’ll manage the follow-up process for you, ensuring your pitches remain top of mind without overwhelming the journalist.
Measuring the success of media outreach
Measuring the success of your media outreach can be challenging. Platforms like MuckRack can help you track key metrics, such as the reach and readership of the publications that cover your stories. At onebite, we use MuckRack to gain valuable insights and refine our strategies, ensuring that our media outreach is both effective and targeted.
You should also consider the quality of the outlets that feature your company. Not all coverage is created equal, and being featured in a Tier 1 publication carries more weight than being mentioned in a lesser-known outlet.
Long-term, the goal is to establish your company as a credible and influential voice in the industry. Regularly assessing your media outreach and adjusting your strategies based on what works can help you achieve this goal.
The long-term benefits of strong media relationships
Building and maintaining relationships with tech journalists is an essential component of a successful media strategy. By taking the time to understand the unique needs of tech journalists, crafting personalised and compelling pitches, and investing in long-term relationships, your company can achieve greater visibility and credibility.
The benefits of building these relationships extend far beyond immediate coverage. Over time, as trust is established, journalists may begin to approach you for quotes or perspectives on industry trends, positioning your company as a thought leader in the tech space.
Strong media relationships can also lead to more consistent coverage. When journalists trust your insights and know you’ll deliver accurate, timely information, they’re more likely to feature your company in their stories regularly. This ongoing coverage can significantly boost your visibility and influence.
If you’re ready to position your company as a trusted industry leader or want to explore ways to enhance your media outreach strategy, get in touch to arrange an informal chat with our specialist PR team at onebite.
Author
Annabel Lander, Senior Account Manager
Annabel Lander is a Senior Account Manager at onebite, and specialises in evolving the relationship between PR and marketing. This blended approach helps to create higher value, harder-working content that’s more aligned with brand values and messaging and ensures a consistent brand voice.
Annabel also enjoys the creative side of the agency and believes that B2B marketing doesn’t need to be bland, there is bounds of space for stand-out creativity and innovation.
