If you’re in PR and working with deep tech companies, you’ve probably spent a lot of time mastering the perfect pitch: tight subject line, catchy intro, and smart hook.
That’s important, no doubt. But the hard truth? A well-crafted pitch is just the beginning.
Journalists covering AI, robotics, climate tech, quantum computing, and other deep-tech frontiers are looking for more than clever wording. They need substance, access, and trust—especially when inboxes are overflowing with the 'latest' and 'greatest'.
Here’s what separates the forgettable from the story-worthy.
1. Access to Smart, Available People
A journalist may love your idea, but if they can’t talk to someone interesting, fast, the opportunity often dies immediately. What they’re looking for:
- A founder, CTO, or subject-matter expert who can speak clearly and confidently about what the company is building—and why it matters
- Someone who’s available now, not “maybe next week after our offsite”
- Tip: Prep your spokespeople ahead of time. They don’t need to be media-trained robots, but they should know how to explain the tech in a way that makes sense to smart readers who might not have PhDs.
2. Real Stories and Specifics
Journalists are storytellers. They want to bring readers inside your world and that means more than just specs and taglines. What they’re looking for:
- A real-world example of your tech in action
- A customer story, an origin story, or even a challenge you overcame
- Anything that brings depth and color to the piece
- Example: Don’t just say your AI tool “improves manufacturing workflows.” Say it “cut production errors by 35% at a Tier 1 auto supplier during a six-month pilot.” Specifics = credibility
3. Data They Can Trust
In deep tech, big claims are the norm but most journalists avoid just hype. They want evidence they can verify, not fuzzy metrics or visionary fluff. What they’re looking for:
- Hard numbers. Benchmarks. User adoption stats
- Validated results (bonus if third-party or peer-reviewed)
- Notable investors, partnerships, or early customer logos (if you can share them)
- Tip: If your results are early-stage or anecdotal, be honest about that. Journalists value transparency, and they can smell spin a mile away
4. Visuals (Good Ones)
Whether it’s for a blog, newsletter, or social post, visuals help make deep tech digestible. If you can show it, journalists are more likely to write it. What they’re looking for:
- High-quality photos of your team, tech, or product in use
- Diagrams or animations that explain how something works
- No generic stock photos, please
- Bonus: A short demo video or GIF that helps the story come alive can seriously boost your odds of coverage, especially in fast-paced newsrooms
5. A Sense of Timing and Relevance
Journalists are constantly thinking, "Why this story, right now?" Your job is to give them a valuable answer. What they’re looking for:
- A clear tie-in to a current trend, policy shift, funding announcement, or event
- Awareness of what else is happening in the space, so your pitch doesn’t feel tone-deaf or poorly timed
- Tip: Avoid launching during major announcements unless you can connect to the narrative. You don’t want to compete with Mobile World Congress unless you have a valid reason to be in the same conversation
6. A Relationship, Not Just a Transaction
Journalists remember who sends them good stuff and who blasts them with fluff. If you’re just pitching when you need coverage, you’re missing the point. What they’re looking for:
- PR people who respect their time, understand their beat, and bring them stories that are actually useful
- Human connections. A little appreciation goes a long way
- Example: Our PR lead sent a quick thank-you note after a story ran—no agenda, just a genuine thanks. Months later, that journalist reached out proactively for a comment on a new story. That’s the long game
More Than a Sharp Pitch
Of course, a sharp pitch matters—a lot. But if you want to build lasting media relationships, and consistently land coverage, bring more than a punchy email. Bring
access to good people, real stories and results, solid data, quality visuals, timing that makes sense, and a sense of trust and partnership.
If you can deliver those consistently, you're someone journalists want to hear from. And that’s where the real coverage happens.
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