How to pitch stories (not your product) to tech media

It’s that easy!

I’m not the first to write on the topic (also here: Josh Steimle), but this is a slightly different angle on “thought leadership”. If you’re launching a product, read this by TechCrunch’s Mike Butcher. For general PR I also wrote this (see the last slide for what you can do now).

Contributing an article (a “thought leadership” type of piece) is often a good way to increase your visibility and show your expertise.

This, in turn, can help you pitch yourself or get invited to speak in relevant events, talk to investors, get noticed by customers, team members, potential buyers, etc.

As of today, I have written for Forbes, TechCrunch, VentureBeat and a few more. I also spoke at hundreds of events. The more I do all of this, the easier it gets. But first you need to get started.

Here is how:

1. Write a story (800 words is the favorite format). e.g. Trends in your sector, comments on big news (e.g. HAX was asked about the recent closing of TechShop, I also wrote about Razer’s IPO for Forbes).
2. Give it a good title (editors will help improve or change it but you need to get their attention first), and one or more images (same reason).
3. Send it to your favorite media with a deadline of a few days to respond.
4. Remind them 1 day before the deadline.
5. If they decline (generally because it’s not a match), engage to describe what other type of content you could help with, offer to make intros. Be a friendly source.
6. If they don’t respond, pitch the next media until it works!

The more you do it, the easier it gets, as you (1) have more direct contacts (2) increase your credibility (3) have more experience.

The time is now!