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High Tech PR Strategies – Not All Media Coverage Comes From Pitching. It Also Comes From Being Found.

I spend quite a bit of time on outreach to media, bloggers and analysts pitching story ideas and angles on behalf of clients I represent.


Journalists, Bloggers and Industry Analysts are always on the lookout for interesting and innovation products and services.  Create the right content and you’ll be found.  Photo shot by me on the streets of Tel Aviv – June 2011.

Even when I get a positive response, it does not always wind up as a story.  

Sometimes, journalists & bloggers are jammed up and busy.  And while you may have a great story to sell, the timing or the interest of the receiver’s end may not be there.

Oulets like Mashable, CNET and TechCrunch get 200 – 300 pitches a day.   You may have a 1 in 10 chances of coverage, even when you have a great story.  

At the other end of the spectrum, you may have a journalist / blogger doing a trends story on the space you’re in and will search for companies like yours in the category.  

That’s when it’s important to be found.

And even for those of us with direct relationships with the editorial staffs, I have to respect the process and some times accept the fact that even if I know someone and they pass on my story idea, tomorrow will be another day. Clients don’t get it, but that’s the way it is.

Re-Thinking Your Start-Up As Media Company.

1.  The best way to be found is to re-think your company as a media company.  Not a software company.  Not an infrastructure play.  Not XYZ as a service.  

2.  Create content.  Produce your own videos.  Post screen shots on Flickr.  Get your product demos and presentations on SlideShare.  Blog.  Blog. And Blog.  

3.  With the help of an SEO Consultant, write, write and write (daily) and keep feeding the spiders.  

4.  Make sure you have an up-to-date press room and be sure to have a contact / phone number so when the opportunity hits, you can respond to the journalists’ request.

Because of the volume of startups, you’re faced with increasing competition for coverage.  Journalists and bloggers are hounded and pitched to death in a sea of what has become a market where the cost of entry is nearly zero.  

Outsmart your competition by staying the course in content creation and great story telling. 

Be found, and you’ll get the coverage.  

1 Comment

  1. This is good Alan. We always tell our clients if you’re not found in Google – you don’t exist. If you’re not on page one for your keywords – your competition is beating you. Would like to add the element of “target marketing” in social media. Not one Tweet Fits All. How do you reach the African American market via social media. Are they in their own “bubble?” How do YOU reach out to bloggers in this area?


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