About Us



Founded in 1998, Sam Whitmore's Media Survey is a trusted independent tech media consultancy that helps PR pros deliver better coverage for their clients, with

- Weekly exclusive tech media research and analysis, spotting trends and opportunities that will be tomorrow's common knowledge

- Breaking news bulletins and analysis on our private Tweet stream, SWMSTweet

- Coverage analysis of tech reporters and other influencers: it matters less what they've done than where they're going

- Deep-dive analyses of media trends, designed to help account teams plan and execute strategy... (video, data, F2F, tools...)

- Valet consulting services — pitch analysis, new-business pitch assistance, target identification and much more

How can SWMS valet consulting help you?

- New business pitch assistance. We dig deep to provide business-winning perspectives your rivals won't. Because we speak with editors every week, we can identify achievable coverage objectives, helping you to avoid post-kickoff frustrations and elevating your performance in the long run. 

- Info swaps on your key targets.. So you hadn't heard her beat changed last month? You did dig up a fresh research stat before you pitched him, yes?

- Pitch-opp spotting: side doors to coverage that your rivals miss. I just heard they've got a symposium coming up next Spring. The pitch contact is X.

- Pitch analysis. "This pitch won't work because Steve trusts academics more than any kind of expert, and you didn't offer one." 

- Three-way consulting among SWMS, agency and client, either by phone or F2F. Good for client expectation management, exploring what-ifs/scenarios

- Owned media content analysis: How does your client's content stack up against rivals? An honest competitive analysis often can bring higher budgets. 

- Newsroom culture analysis. We help deconstruct specific editorial cultures and how they can affect how your pitch is treated.  

- Spot help: coming up with hard-to-find contact info, email addresses, phone numbers


Does SWMS valet consulting pay off?


On Aug 19, 2014, at 11:21 AM, Kim W. <kwxxxxx@xxxx.com> wrote:

Hi Sam,

Based on your insider intel, [client CEO] is going to do [the interview] with [WSJ]. So awesome. Thank you.


Jun 21, 2014, at 11:07 AM, John xxx <John@xxxx.com> wrote:

Hi Sam – AMAZING feedback from the team on your session. At least 6 people have used your advice on the pitch judging over the past two days and have secured interest from NYT, WSJ & others. Not bad, right?

Happy Saturday!


Jun 5, 2014, at 6:02 PM, Jennifer xxx <jennifer@xxx.com> wrote:

Hi Sam,
I was hoping you could help me out with a pitch I’ve been having trouble with. My client will be speaking at an event in Mountain View next week and we have been tasked with getting a reporter to attend and meet with our CEO. ... [details] -- Any help is much appreciated.

Jun 10, 2014, at 5:49 AM, Jennifer xxx <jennifer@xxxx.com> wrote:

Thanks so much Sam. It looks like [reporter] is going to come. Appreciate your help on this.

Jun 5, 2014, at 4:49 PM, Annie xxx <annie@xxxx.com> wrote:

Hi Sam- Thank you very much for your time today! It was hugely helpful and we’ve gained some wonderful insight to move forward with the media audit.


May 22, 2014, at 4:45 PM, Karen <karen xxx@xxx.com> wrote:

Hey Sam,

Thanks for coming in yesterday! As promised, we're going to start reaching out to you more often. 

Kate and I are working on a showcase event for xxx on xxx in San Francisco. We've included our regular contacts on our invite list, but we'd love to get some fresh faces in local consumer media, as well as specific verticals (retail, education, green, smart cities).

May 28, 2014, at 8:17 AM, Karen <karen xxx@xxx.com> wrote:

Hi Sam,

I just took a look at the names you sent -- thanks again! Exactly what we were looking for.



Journalists are leaving media brands every week. Read the fruits of 16 confidential interviews with journalists now working at tech brands or PR agencies, and five interviews with the executives who hired these journalists.
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