What we know as the earned media landscape has changed beyond recognition. We’ve got shrinking newsrooms, a 24/7 digital news cycle, the rise of influencers and we are already seeing change with the impact of AI. It would be naïve to say otherwise. Media pitching, as one of the bedrocks of PR practice is not what it used to be.
In the B2B tech landscape, securing tier-one earned media coverage in TechCrunch remains the ultimate benchmark, a goal that countless companies aspire to achieve. Even with a compelling story – whether it’s funding, growth, innovation, or solid numbers – landing coverage in TechCrunch is no easy feat. The publication’s editorial team has significantly downsized (a tough reality for all involved), meaning fewer journalists must now sift through an ever-growing pool of stories. With only so many slots available each week, getting featured isn’t a guarantee.
Unfortunately, many still assume media coverage is a given when making an announcement, leading to a misalignment between expectation and reality. While placement in TechCrunch isn’t impossible, companies must recalibrate their approach, and it’s our role to guide them in setting realistic expectations while maximizing their chances.
To land quality earned media coverage in 2025, you need to be approaching it differently. That being said, some of the original rules of best practice are more important than ever.
Lean machines
Newsrooms are leaner and journalists simply don’t have time to sift through dozens, if not hundreds of pitches a day. Emails must grab attention instantly or will get buried. This is nothing new. We’ve been told this by journalists for decades. The difference now is that journalists are also juggling content across multiple channels, digital content and social media engagement. Traditional print media has taken a back seat. It is the stories with digital legs that will get cut-through. Think compelling headlines, strong visuals and SEO-friendly content.
Generic mass pitches are often now be seen as spam. Journalists expect tailored content and that brands are offering something targeted. It’s not much to ask really. Again, this is not new, but with such a deluge of content, competition is even more fierce.
Contacts over clicks
It is reassuring to know that amid our run-away media environments, relationships are still the currency of successful PR. Building and nurturing these relationships with early conversations on a story, demonstrating your knowledge in their specialist area and essentially making their daily lives easier is still PR gold dust.
That also means knowing when to leave them alone and that often a one-sentence DM is more effective than an email pitch. Even if a journalist passes on a story, offer help for future stories, even if it doesn’t benefit you directly. Becoming a reliable, low-maintenance source could pay off further down the line. Engage with their content on social media to show that you are keeping an eye on their live agenda.
Giving them direct access to your clients’ senior executives for comments or interviews at short notice, helps them to do their jobs. Granted, fighting for time in a CEO’s packed schedule can be tricky unless you can show the value. Show them how this has worked for another company. Even better if it is a competitor.
And what about the story itself? Always think bigger than the company you are writing about. Make it relevant and genuinely exciting. What can you use to support it – data points, anecdotes, industry use cases etc. Think about the personal impact, the emotive side that makes people take note, and most importantly stop making it so self-serving, journalists today want the ‘why’ more than ever, not the ‘what’ and ‘who’ so much. If it isn’t any of these, then you could be wasting your time (and a journalist’s time).
Information moves fast and attention is scarce. Media pitching has become more nuanced, more strategic, and more relationship-driven than ever before. The bar may be higher, but so is the opportunity. If you can deliver real value, tell a timely story, and respect the journalist’s world, your pitch will get results. The goal isn’t just coverage. It’s credibility and conversations that lead to lasting impact.
