Recent Research

The SWMS Tech Media Model

Coverage in a given media type will deliver a specific result. The biggest disconnects in tech PR often come when clients push for coverage in a given media type without understanding what can come of it. In a remedial spirit, we offer version 1.0 of the SWMS Tech Media model, categorizing the benefits of media coverage by Tier 1, IT Trades, verticals, reseller media, podcasts & newsletters and paid media & events.

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Cheat Sheet: Substack Newsletters

Fascinated with Substack newsletters? Nearly all are niche-y; many are pitchable. As in the world of podcasts, however, Substack newsletters often are launched by gifted, overextended SMEs who wind up writing once or twice -- or never -- and then abandon the project. Those who stick it out create big value for passionate readers.

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Deep-Dive: FT's 'How to Lead'

In ‘’How to Lead,’ the Financial Times offers one of the few ongoing weekly CEO profile opportunities in business journalism. Based on studying the most recent 15 interviews through Aug. 9, if you’ve got an executive based outside the US who imaginatively copes with Covid-19 — in a way that others can emulate — you’ve got a shot.

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Cheat Sheet: Data Journalists

Refreshed Jul. 30, 2020 -- By request, here's a deep look at data journalism in Tier 1. We offer info on 16 data journalists working at the WSJ, NYT, Bloomberg, Quartz, Financial Times, The Economist and Minneapolis Star-Tribune. This certainly will get you started. Also included: URLs to Tier 1 dataviz content and Twitter feeds.

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Takeaways from The Newly Refreshed Paid Content GDoc

Is paid content worth it? It’s still expensive in the big shops. If you’re OK sponsoring newsletters and podcasts, your dollar goes further. The following are the most actionable takeways from research contributed by veteran tech edit veteran Keith Shaw.

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Cheat Sheet: Reporters Who Cover VC Funding Rounds

Updated Jun. 22, 2020 -- Few things are tougher than building a useful list of reporters who cover funding rounds. Technically, any beat reporter could cover funding news based on the startup being a contender in an emerging marketplace. But PR folks mostly seek reporters who cover funding rounds from any VC in any market -- as they should.

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Anton Molodetskiy: Supporting Tech Clients and Social Justice in Trying Times

We’re only halfway into 2020 and it's already clear that this year is one of the most transformative years for media, business communications, and PR. Companies of all sizes are struggling to connect effectively with employees and the public on major issues like COVID-19 and the protests against police brutality.

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Cheat Sheet: Reporters Who Cover Contact Tracing

Whoever thought this would ever be a beat? Well, strictly spreaking it's not a beat but part of a broader swath of territory patrolled by journalists covering the path forward from the catastrophe that is Covid-19. Here's a short list of those who are covering apps that will help detect infection.

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Cheat Sheet -- Tier 1 Content for Paid Subscribers Only

If you're looking for backdoors into Tier 1, you might try some of the virtual events we list in our new cheat sheet. Most events are scheduled on an ad hoc basis, so that won't make it easy. Still, since so few PR pros know about these opps, your chances are decent.

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