Want a great, and targeted way to pitch technology trends and stories to the media? Research the technology editorial calendars that are appropriate to your market market niche. For example, InformationWeek has a document which lists all the planned editorial coverage and the appropriate contact for you to reach out to.
It’s not just about media coverage. Focus on building editorial relationships.
Even with a targeted media opportunity, not every pitch you make may results in coverage.
That should not be your immediate goal.
- Think of yourself first as being an editorial source to the journalist.
- Demonstrate your company’s expertise with related content, white papers, videos and presentations from your CTO.
- Offer Industry Analysts from the likes of Gartner, Frost & Sullivan, Forrester, Current Analysis that you have briefed who can substantiate your vision and possibly offer market data.
- Reach out to strategic customers and ask them if they are willing to share their experiences with your product / service / technology platform.
Your job is to be as helpful to the journalist and be a resource now- and in the future when it comes to topical expertise.
Well researched editorial calendars are a great way to start off the new year.
It can also help your company’s R&D team have a sense for what is on the radar of the media in the next 11 1/2 months to come.