Earning a wide variety of media coverage should be a part of every technology PR program.
Although universal pitching rules can apply to that, there are a few additional twists. In some ways, pitching in tech is more straightforward than working with mainstream news outlets or consumer lifestyle publications.
Here are Crenshaw Communications’ tech practice director Chris Harihar’s tips for generating better PR for your tech brand:
Learn reporters’ beats.
This basic media relations rule is particularly important when dealing with technology reporters.
Many journalists complain publicly about PR pros who can’t be bothered to do basic research before drafting a pitch. The tech world is not monolithic. A virtual reality startup and an acquisition by Salesforce would probably be covered by two different people at a given publication.
Not all tech publications (digital or print) are the same. TechCrunch regularly covers funding announcements for startups. The consumer publication CNET wouldn’t be as interested in a story about startup funding.
Leverage product updates.
Tech products evolve quickly. Even a small update can be newsworthy—particularly if it’s indicative of a trend. To earn strong coverage, combine an update with your pitch.
Narrate the story.
Most technology writers want to break news faster than their competition, but they’re also interested in why the product or service matters to the general public.
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Instead of using jargon to describe your latest offering, do your best to thoroughly explain to a reporter why it makes a difference. Sound storytelling techniques go a long way in this niche.
Acknowledge your competition.
Clients don’t often admit they have competition. The chances of generating coverage are far better if there are other companies in the same or similar field—particularly in a new or unproven category. To a journalist, it means there’s investment and business potential in that sector.
Consider an exclusive.
Tech journalists will pay greater attention to a pitch if they are offered a chance to cover it first. An exclusive typically results in a longer and more detailed story, which is quicker and more efficient than shopping a story to a series of individual journalists. This strategy, however, requires thoughtful consideration and client cooperation.
Be available.
Nothing frustrates journalists more than being offered an interview only to learn the top executive or founder isn’t available for questions.
PR pros know the demands of scheduling an interview. Top-flight PR pros can roll with the punches. Always try to make a connection happen.
If you can prove you are shaping trends or have influential ideas, don’t be shy about letting reporters and editors know. Just be able to back up your claims with data, examples and well-articulated comments.
Michelle Han is a senior account supervisor at Crenshaw Communications. A version of this article first appeared on the Crenshaw Communications blog.
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