PR for tech companies
Tech PR: how technology companies get covered
Tech PR competes for the attention of reporters who receive hundreds of launch pitches a week. The companies that break through have a clear story about what changes for users, numbers that prove it, and a founder or engineer who can explain it without jargon. Speed matters too, because tech news moves in hours, not days.
Story angles that work for tech companies
Journalists do not cover companies, they cover stories. These are the angles that most often earn tech companies coverage:
- A launch framed around a problem readers recognise, not a feature list
- Funding rounds with investors, amount and what the money will build
- Original data from your product or a commissioned survey
- Fast expert comment on breaking tech news, from a credible engineer
How to run tech companies PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered tech companies recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Lead with what changed for users, not the feature list. Tech reporters see hundreds of launches a week.
- Offer data the reporter cannot get anywhere else: usage numbers, a survey, or benchmark results.
Mistakes to avoid
- Sending the same launch pitch to every tech reporter. Beats are narrow, so match the story to the beat.
- Hiding the news under company boilerplate.
Who covers tech companies
InsightFuse lists 55,605 journalists, editors and producers whose role or outlet points to tech companies coverage, across 198 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- Thomson Reuters
- Nbcuniversal Media, LLC
- Microsoft
- AFP
- Fairfax Media
- Netflix
- Medium.Com
- Dainik Bhaskar
- Nine Entertainment Co.
- Dainik Jagran
- Lexisnexis
- Bell Media
| Country | Journalists |
|---|---|
| United States | 25,632 |
| India | 5,558 |
| United Kingdom | 3,723 |
| Canada | 2,170 |
| Australia | 1,523 |
| South Africa | 1,037 |
| France | 892 |
| Brazil | 745 |
| Role | Journalists |
|---|---|
| Producers | 16,360 |
| Editors | 15,026 |
| Writers | 12,311 |
| Journalists | 4,017 |
| Reporters | 2,555 |
| Section and senior editors | 1,227 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
Related guides
Frequently asked questions
What does a tech PR agency do?
A tech PR agency secures media coverage for technology companies through launch announcements, funding news, thought leadership, analyst relations and crisis communication.
How do startups get covered by tech press?
Build a targeted list of reporters who cover your exact category, offer an exclusive to one outlet, and give them data, customers and a founder interview.
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