If you have kept tabs on the PR industry over recent years, you will know how much it has changed. In short, the techniques that were working several years ago just don’t have the same effect.
When it comes to PR for the tech industry, the effects are just multiplied. After all, this is one of the most difficult niches to sell-in for tech PR firms – as it’s very difficult to capture a journalist’s attention unless you happen to be telling them about the latest and greatest innovation.
Nevertheless, if you are looking to sell in a story about one of your company’s tech products to the press, sit back and take in the following advice to help you along your way.
Make life for the reporter as easy as possible
Your first task should be to make life for the reporter you are targeting as easy as possible. In other words, don’t make them fill in the gaps in the story that you are attempting to sell-in to them. Instead, make sure there aren’t any gaps whatsoever.
As strange as it may sound, some journalists covering tech don’t have much of a background in the subject. They are not experts, and need everything on a plate. If they receive two pieces, and one supplies all of the information and the other doesn’t, it stands to reason which they are going to opt for.
Mail-merge shouldn’t be your best friend
Some people involved in PR can’t resist a mail-merge. Unfortunately, it’s never quite as easy as this.
Instead, each story needs to be tailored towards the publication that it is being outreached to. Different reporters cover slightly different angles, and if you are lazy in your approach you are sure to rub some of these reporters up the completely wrong way. In fact, some might blacklist you, and vow never to consider your stories as it’s clear that they are not a priority for you.
Make sure that your story is relevant to the publication
Nowadays, we are well and truly in the age of freelance journalism. In other words, it’s not uncommon to speak to a journalist at one publication, and find that they are working elsewhere the following week.
Ultimately, it means that you need to stay on the right side of them. Like we mentioned in the previous point, this means that you should be tailoring your approach – and this relates to the stories as well. In other words, make sure that the right stories are being sent to the right publications.
Leave out anything promotional
Finally, make sure that you never include anything that borders on the promotional. This is again something that is going to result in your pitch being sent to the trash can. Journalists nowadays want to publish quality content – and anything promotional is simply not going to fall into such category, and will just annoy their loyal readers. It’s another technique that might leave you blacklisted.