No one will ever tell you that tech PR pitching is easy. However, it’s by no means impossible. It’s true that journalists receive an avalanche of pitches each day. Still, in a recent survey of over 3,000 journalists, three-quarters say that less than 25% of the pitches that come their way are relevant. Your pitch will stand out if you craft it strategically.
Technology is a challenging space, but we get our clients the attention they deserve, and so can you. Despite the noise, several key strategies can ensure your tech PR pitch gets heard and acted upon.
Effective tech pitching requires you to know your media landscape
First things first: research and identify journalists who specialize in your client’s specific area of expertise. Tech journalists are inundated with generic pitches, and sending another “spray and pray” email won’t yield results. Tailoring your approach by finding the right journalists for your specific story is the first vital step.
Don’t confine your reach to tech-focused media. With the right angle, lifestyle magazines, business journals, and even healthcare publications might find your story intriguing.
Tech PR pitching does not have a universal style. Tailor your communication strategy to suit the outlet’s target audience. In other words, if you’re reaching out to a tech publication, then craft a detailed, technical pitch. On the other hand, if you’re contacting mainstream media, then write a relatable pitch that focuses the narrative on broad, impactful themes. Adjusting your pitch to the preferences of different media outlets gives you the best chance of success.
Tying your pitch to hot topics makes it timely and levels up its appeal. After all, a trend-centered subject line is typically the first thing to capture a journalist’s attention and cause them to read further.
Build a distinctive storyline in your tech pitches
In a crowded market, tech products and services often begin to look pretty similar. This is why each pitch needs a distinctive narrative. Don’t stop at highlighting what your client’s technology does. Tell the story of how it addresses pressing issues, enriches lives, or disrupts the status quo. Journalists are drawn to narratives that suggest a larger impact.
Breathe life into your pitch by creating a narrative that weaves the technology’s practical applications with broader societal implications. For example, a new app or AI system is old news. However, AI making healthcare more accessible or a new app solving everyday challenges is a solution that stands out from the rest.
Leverage data and insights when tech PR pitching
Data is a powerful tool. Support your narrative with industry trends, survey findings, or performance indicators. Journalists are always on the hunt for factual content, and they gravitate to the pitches strengthened by statistics.
Providing context with reliable data builds credibility and positions your client as a knowledgeable entity within the tech domain. When you offer an insightful perspective backed by hard data, you pique a journalist’s interest.
Take the time to nurture media connections before pitching
Many PR professionals scramble to connect with reporters when they need coverage. A much better approach is to make media relationships an ongoing effort.
Engage with media professionals early. Actively comment on their articles or share their content on social platforms.
Even great tech pitches sometimes wind up in the black hole of a reporter’s inbox. If you don’t receive a response, don’t lose heart. Send a polite follow-up after a few days to include any updates or information.
Be careful, though; your follow-up needs to walk a fine line. You want your tech pitch to appear persistent, not pushy. Before hitting send, remember that 42% of journalists permanently block a PR professional if their request comes across as aggressive, and only 8% say it’s okay to follow up more than once. Just make sure your follow-up reflects professionalism and respect for the journalist’s time.
Use tech PR pitching to establish thought leadership
Beyond pitching products or services, position your clients as thought leaders. This widens your reach and enhances your client’s PR value.
A client with deep insight into industry trends, challenges, and the future of technology provides journalists with valuable expert viewpoints. Though it may not always seem like it, journalists are continuously in need of knowledgeable sources for their stories, and thought leaders are increasingly becoming a go-to resource.
Helping your clients establish their authority in the tech realm contributes to their long-term public relations strategy.
Effective pitching in the field of tech requires a thorough understanding of the media landscape, a compelling narrative, and solid, trustworthy data that backs your claims. With these strategies, you can ensure that your pitch stands out in the crowded tech market and that your client’s message gets coverage. The key lies in persistence, creativity, and a nuanced understanding of the ever-evolving tech landscape.
