If you have tech or startup clients, your dream score would be a feature in Fast Company, the magazine of choice for those obsessed with the tech biz. The mag’s Chris Dannen, editor of the software-focused Co.Labs, recently published a “how to pitch us” article that every tech-oriented PR pro should read, like, yesterday.
In summary, Dannen emphasizes that the magazine strongly prefers pitches framed as stories designed to help others in the field succeed — a sort of “look how we did it and how excited we are about it” model. He writes that email pitches should be extremely short and focus on enthusiasm for the lessons learned during the journey rather than the details (which can and will be fleshed out later, warts and all). He follows by elaborating on the components of a compelling story for those who love the product/initiative but aren’t as clear on the underlying narrative behind it.
In other words, you need to avoid making your story sound like another press release or dull product roll-out announcement — this is not a sales pitch.
We would go into greater detail, but all PR pros (especially those with a tech focus) should really just read the full article.