- Joined
- Oct 12, 2023
- Posts
- 109
- Reaction score
- 44
The world of media is changing fast, but one thing remains constant: pitching stories to journalists is hard. Emil Protalinski, a seasoned tech editor, shares his tips on how to cut through the noise in the interview with it.com Domains.
Has your business hit an important milestone? Have you launched a great initiative the world deserves to know about? Or, perhaps you’re launching a new product that will disrupt your industry? If you answered ‘yes’ to any of these questions, you must thinking about how to get your news in the hands of journalists – and how to actually get them to post about it.
Here’s an important stat: all top-tier journalists suffer from information overload. In fact, reporters only open 45% of pitches — and cover even less than that. Yet, getting a coveted media publication placement is definitely worth it, since on average, journalist content is 2.76x more engaging.
We spoke to Emil Protalinski, a seasoned technology journalist who wrote for top-tier publications such as VentureBeat, The Next Web, CNET, ZDNET, Neowin, and Ars Technica. He shared his perspective on how to pitch stories to tech journalists, get media coverage, and build credibility in a crowded market in 2025.
Source: Unsplash
it.com Domains: How has the role of tech journalism evolved in 2025 compared to previous years? How has the shift toward AI-generated content, short-form videos, and niche audiences changed the way journalists operate and businesses pitch stories?
Emil Protalinski: 2025 has only just begun, so it’s hard to say how it will compare to previous years. So far, it’s clear that AI-generated content and short-form videos continue to feed our contracted attention spans. For journalists, this simply means there’s more noise to sift through.
it.com Domains: What trends in technology and business are dominating media coverage this year?
EP: Generative AI is dominating – there’s no question about that. Remote work is still top of mind – we did, after all, live through a global pandemic that reset expectations overnight. Aside from those, I would say where social media platforms go from here is fascinating to watch, and will impact a lot.
it.com Domains: Speaking of AI: how are technologies like AI and automation changing the way businesses approach PR in 2025? Can you identify AI-generated pitches, for example?
EP: AI-generated pitches are a bad idea and yes, journalists can sniff them out. If you want to use AI to make suggestions about how to adjust your pitch, that’s fine, but don’t be sloppy with AI.
Source: Unsplash
it.com Domains: What makes a business story stand out in today’s crowded media environment? And what makes a pitch compelling for you personally?
EP: To me, a business story really stands out if it challenges my assumptions, as long as it’s accurate. A compelling pitch can also be about something that I personally find interesting, and I know I want to dive deeper to tell that story – before someone else does. If it’s not about tech, I’m definitely not interested.
it.com Domains: Are tech journalists still interested in press releases, or have they moved toward multimedia pitches? How do you see the role of visuals like short-form videos, infographics, and AR/VR demos evolving in pitching?
EP: The medium matters, but don’t force it. If your news is not immersive, don’t develop an AR/VR demo. A well-crafted press release can go a long way, especially if it’s an exclusive. For most journalists, what you share matters more than how you share. That said, infographics will always be silly.
it.com Domains: What are the top three things every small business should include in a pitch to make it irresistible? Do you have a formula or a checklist you can share?
EP: Make it clear that you are pitching news, access to an executive, or an invitation to an event. Include any pertinent deadlines and available time slots. Above all, keep the pitch short.
Source: Unsplash
it.com Domains: Some say that ‘cold pitching’ has become almost impossible. What’s the best way for a small business to establish long-term relationships with tech journalists? Would commenting on articles or attending tech events help?
EP: Offer something of value. What that value is depends on the journalist. You can offer a quote for a story they are working on, help with access to an event, a product review unit, and so on. Do your research and figure out what could make that journalist’s job a little easier.
it.com Domains: How much personalization is expected when pitching to journalists today?
EP: The only personalization that really matters is to make sure that the pitch is relevant. If the journalist doesn’t cover the space you’re pitching, it’s a waste of everyone’s time.
it.com Domains: Is following up on pitches still acceptable, and if so, how should the companies do it (and not do it)?
EP: Follow up just once.
it.com Domains: Once a startup gets media coverage, how can they amplify its impact? Do things like social media mentions of a reporter or media outlet to extend the reach of coverage help?
EP: Social media is the most direct way. Mentioning a reporter or the publication can result in likes, comments, or reshares, but don’t expect or demand them. Leverage the social networks that your startup and the journalist both use.
it.com Domains: And finally — what’s your single most important piece of advice for startups looking to succeed in today’s media landscape?
EP: Seek out journalists and storytellers who ask insightful questions. Don’t get transactional or defensive, but rather, develop a relationship that can lead to insights to improve your product, service, and business.
Get inspired by industry experts! Visit the it.com Domains blog and follow us on social media.
Continue reading at the it.com Domains blog...
Has your business hit an important milestone? Have you launched a great initiative the world deserves to know about? Or, perhaps you’re launching a new product that will disrupt your industry? If you answered ‘yes’ to any of these questions, you must thinking about how to get your news in the hands of journalists – and how to actually get them to post about it.
Here’s an important stat: all top-tier journalists suffer from information overload. In fact, reporters only open 45% of pitches — and cover even less than that. Yet, getting a coveted media publication placement is definitely worth it, since on average, journalist content is 2.76x more engaging.
We spoke to Emil Protalinski, a seasoned technology journalist who wrote for top-tier publications such as VentureBeat, The Next Web, CNET, ZDNET, Neowin, and Ars Technica. He shared his perspective on how to pitch stories to tech journalists, get media coverage, and build credibility in a crowded market in 2025.
Source: Unsplash
Game of Trends
it.com Domains: How has the role of tech journalism evolved in 2025 compared to previous years? How has the shift toward AI-generated content, short-form videos, and niche audiences changed the way journalists operate and businesses pitch stories?
Emil Protalinski: 2025 has only just begun, so it’s hard to say how it will compare to previous years. So far, it’s clear that AI-generated content and short-form videos continue to feed our contracted attention spans. For journalists, this simply means there’s more noise to sift through.
it.com Domains: What trends in technology and business are dominating media coverage this year?
EP: Generative AI is dominating – there’s no question about that. Remote work is still top of mind – we did, after all, live through a global pandemic that reset expectations overnight. Aside from those, I would say where social media platforms go from here is fascinating to watch, and will impact a lot.
it.com Domains: Speaking of AI: how are technologies like AI and automation changing the way businesses approach PR in 2025? Can you identify AI-generated pitches, for example?
EP: AI-generated pitches are a bad idea and yes, journalists can sniff them out. If you want to use AI to make suggestions about how to adjust your pitch, that’s fine, but don’t be sloppy with AI.
Source: Unsplash
The Magic of Pitching
it.com Domains: What makes a business story stand out in today’s crowded media environment? And what makes a pitch compelling for you personally?
EP: To me, a business story really stands out if it challenges my assumptions, as long as it’s accurate. A compelling pitch can also be about something that I personally find interesting, and I know I want to dive deeper to tell that story – before someone else does. If it’s not about tech, I’m definitely not interested.
it.com Domains: Are tech journalists still interested in press releases, or have they moved toward multimedia pitches? How do you see the role of visuals like short-form videos, infographics, and AR/VR demos evolving in pitching?
EP: The medium matters, but don’t force it. If your news is not immersive, don’t develop an AR/VR demo. A well-crafted press release can go a long way, especially if it’s an exclusive. For most journalists, what you share matters more than how you share. That said, infographics will always be silly.
it.com Domains: What are the top three things every small business should include in a pitch to make it irresistible? Do you have a formula or a checklist you can share?
EP: Make it clear that you are pitching news, access to an executive, or an invitation to an event. Include any pertinent deadlines and available time slots. Above all, keep the pitch short.
Source: Unsplash
Taking Your Pitch One Step Further
it.com Domains: Some say that ‘cold pitching’ has become almost impossible. What’s the best way for a small business to establish long-term relationships with tech journalists? Would commenting on articles or attending tech events help?
EP: Offer something of value. What that value is depends on the journalist. You can offer a quote for a story they are working on, help with access to an event, a product review unit, and so on. Do your research and figure out what could make that journalist’s job a little easier.
it.com Domains: How much personalization is expected when pitching to journalists today?
EP: The only personalization that really matters is to make sure that the pitch is relevant. If the journalist doesn’t cover the space you’re pitching, it’s a waste of everyone’s time.
it.com Domains: Is following up on pitches still acceptable, and if so, how should the companies do it (and not do it)?
EP: Follow up just once.
it.com Domains: Once a startup gets media coverage, how can they amplify its impact? Do things like social media mentions of a reporter or media outlet to extend the reach of coverage help?
EP: Social media is the most direct way. Mentioning a reporter or the publication can result in likes, comments, or reshares, but don’t expect or demand them. Leverage the social networks that your startup and the journalist both use.
it.com Domains: And finally — what’s your single most important piece of advice for startups looking to succeed in today’s media landscape?
EP: Seek out journalists and storytellers who ask insightful questions. Don’t get transactional or defensive, but rather, develop a relationship that can lead to insights to improve your product, service, and business.
Get inspired by industry experts! Visit the it.com Domains blog and follow us on social media.
Continue reading at the it.com Domains blog...
