3 pitching mistakes—and tactics for fixing them

Tech journalists have seen the good, the bad and the insufferably ugly in PR pitches. Here are three missteps they encounter again and again—and how you can avoid them.

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That’s why the strike zone is so tight.

Here are three common reasons why PR pitches miss the mark—and simple solutions for getting yours over the plate:

1. Forcing trend pitches. Tech reporters are constantly on the lookout for trends. That’s why they attend more industry conferences than others: Products and developments are frequently unveiled at confabs such as CES.

That doesn’t mean journalists want every PR pitch to be a trend pitch.

“We get so many of those and they’re often forced,” says Lisa Johnston, digital editor at Twice. “We need it to be more organic. We understand you want to insert a client into the larger story, but it’s just not always possible.”

Her advice is to share data and trends without editorializing or explaining how your company fits in. Leave that to the reporter, and see what develops.

Beyond that, the best way to stay on top of tech trends is to study what topics media outlets are covering—or what they plan on covering in the months ahead.

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