Here’s what tech freelancer Jaikumar Vijayan has to say about PR pitches. “They are a lot better than they used to be. In fact, I’d say about 70 percent of the pitches I get are great ones. They are succinct. They get to the point. They summarize what it’s all about.”
Those mourning the loss of 11 IT-related FierceMarkets sites this month will cheer news of two new places to pitch. The first is TechTarget's SearchITOperations.com, which launched Jun. 7. Says editor Meredith Courtemanche in an email: "SearchITOperations spun out of SearchDataCenter, with some help from SearchCloudComputing and SearchAWS...
Tech PR pros took a hit this month with the closing of 11 FierceMarkets tech sites and associated newsletters. Fierce did establish a new daily newsletter called FierceTechExec, which "will provide information technology news across a broader portfolio of industries including biotech, healthcare, wireless, retail and more."
By David Strom, SWMS contributor ---
We have come to the end of an era. It is time to retire a professional title that played a significant role in my own life, that of the Editor-in-Chief, or EIC. It now has little significance for those in online publishing, perhaps because the entire editorial department has collapsed into a single individual.
SWMS publishes and periodically updates a list of narrative story types that recur year after year in tech and business media. Today we refresh that list with examples that might spell pitch success for PR pros specializing in B2B IT, especially in times when you have no "news."
In 2016, PR pros will pitch highly instrumented organizations where journalists double as audience development pros. The headlines and articles they write -- and how they write them -- will be shaped by what worked before. Next year, ask every friendly you have about the analytics and workflow software in place in their shop, and how it affects how they work and the choices they make.
"I'm not really a grumpy journalist," says Forbes contributor Adrian Bridgwater. "I just play one on Twitter." The ambiguity suits Adrian well. Though he's most associated with Forbes, where he writes ten to 12 posts a month on enterprise appdev and data management, Adrian writes almost as often (about open source) for Computer Weekly, a TechTarget site.
San Francisco will uncoil when Dreamforce ends today. Las Vegas can handle 160,000 people. South of Market can't. Salesforce did what it could, renting a cruise ship to house attendees. For our part we learned a lot by studying Dreamforce coverage -- including the nine-step process by which CEO Marc Benioff prepared his keynote speech. Every client should consider using this process as well.
Why do TechTarget editors do what they do? Historically, their innate expertise tells them what to write and why. Today's TechTarget doesn't operate that way -- and PR had better understand the changes. TechTarget now employs content and traffic strategists who study what TT readers have read previously on TechTarget sites, what they've searched for, and what they shared in social media.
It's hard to think of a reporter more experienced than Silicon Angle enterprise editor Paul Gillin. He's a former star reporter at the late, great PC Week, a former Computerworld EIC and the founding editor of TechTarget. He has managed many dozens of reporters over the years and there isn't an aspect of tech editorial he hasn't mastered.