How to pitch to tech publications

As we mentioned in our previous blog post, knowing your news hook and what type of editorial content you are aiming for is crucial when pitching your startup to get it featured in the news. It is now time to find the best person who works for a media publication to capture their attention and to take notice of your story.

Editors

Let’s start with an editor-in-chief, the 'boss' of a media publication who is ultimately responsible for its operations and policies. But it is not like in a computer game where you need to defeat a boss, bombarding them with your endless pitches and countless follow-ups. You’d better avoid this fight. We mean, don’t pitch to them, ok?

Next, there are editors who oversee reporters, photographers and other staff members. They usually assign stories to cover, edit those stories and decide whether to run them. At larger papers, each section (e.g., Tech, Business) has one or more editors responsible for the content of that section (e.g. Fintech, Bitcoin, Crypto, Space, Google, etc). You can see regional editors, night editors and managing editors. The last ones administer the day-to-day operations of a publication. Apart from generating story ideas, assigning and editing content, it also includes overseeing spending and production schedules as well as editorial calendars; and supervising editorial staff and freelancers.

A news-editor oversees the news content of each edition. They will assign stories to reporters, liaise with the sub-editing and photography departments, and decide the priority and importance of news articles.

There are assignment editors who are responsible for the content in a specific section of the paper (e.g. Local, Business, Features). They deal directly with reporters assigning stories, working with reporters on their coverage, suggesting angles, and doing the initial editing of reporters' stories.

Copy editors typically get reporters' stories after they have been given an initial edit by assignment editors. They edit stories with a focus on the writing, checking grammar and style. They also make sure the lede is supported by the rest of the story and the angle makes sense. They also write headlines, secondary headlines, captions and takeout quotes–this is collectively called display type. At larger papers, copy editors often work only in specific sections and develop expertise on that content.

Many publications are open to op-ed and freelance submissions. Opinion editors oversee this section and will be glad to receive a piece written by you covering a topic in your area of expertise and of local, regional, or state interest.

Writers

Journalists, in turn, investigate, write and report news stories themselves. They are responsible for identifying important trends and coming up with well-researched topics.

Reporters are a subset of journalists. Many journalists work as reporters, but not all reporters are journalists. Reporters are usually engaged in the direct gathering and communication of information, usually through primary sources such as first-person interviews. The material they communicate is usually -- but not always -- limited to the facts they have gathered; editorializing or sharing opinions on the news is not considered part of the reporter's role.

Some reporters are correspondents which means they specialize in a field, such as apps, venture capital, health, business or edtech. Others are feature writers who cover topics in more depth or write human-interest stories.

A columnist gives opinions, usually his or her own. A columnist is expected to gather accurate information, just as a reporter does, and then comment on that information. A columnist has more latitude and license than a reporter and is not constrained by the rule of impartiality that governs news writing. While they are subject to the editing and approval of one or more editors, columnists can write just about what they please, as long as it remains within the boundaries of good taste and public acceptability, as defined by the paper.

Choosing the right contact to reach out to is a crucial step to getting press attention. The next step is crafting a personalized email to each one. But we will look into this later! Don’t miss!

From crafting an eye-catching pitch to finding all the relevant media contacts and telling you when to follow-up with journalists, PR Guy will guide you through the journey of pitching to success https://www.prguy.io/pricing-plans