Insights from our “Meet the Media” series
By Kaitlyn McFadden, Account Executive
Over the past year, the Touchdown PR team hosted a series of “Meet the Media” sessions with journalists across trade and business technology outlets to talk candidly about their respective roles, priorities and pitching expectations.
We spoke with Cristian Lopez from HostingAdvice, Paul Gillin from SiliconANGLE, Tom Coughlin, contributor at Forbes, Eoin Higgins from IT Brew and Amanda Razani, a freelance technology journalist.
Despite differences in beats and outlets, we noticed many consistent patterns around relevance, pitch structure, editorial value and AI usage.
Relevance determines whether a pitch survives
Every journalist emphasized the importance of clear alignment with their audience and beat. Pitches need to answer three questions immediately:
- Why does this matter to my readers?
- How does this connect to my coverage?
- Why is this timely?
Journalists expect PR professionals to understand their publication, recent coverage, audience profile and whether a story matters to their readers before a pitch is sent. If the connection is buried or implied rather than explicitly stated, the pitch often fails.
Paul Gillin summarized this directly: “If it doesn’t serve the reader, it doesn’t run.”
Editorial value outweighs product promotion
Many of the sessions addressed the boundary between editorial and marketing, as the journalists consistently stated they are not vendors’ marketers. Stories must provide insight, education, industry context and problem-solving value. Pure product promotion, sales-driven messaging and unsupported claims are typically rejected.
When it comes to announcements, the story should extend beyond the company itself. Announcements perform more effectively when framed within larger trends, industry shifts or operational challenges.
As Tom Coughlin put it, content that is “all fluff” with no substantive content will be ignored.
Data and customer validation strengthen credibility
Data and real-world validation consistently strengthen pitches. Journalists expressed interest in proprietary surveys presented in a non-promotional tone, industry data, case studies, customer stories and measurable outcomes.
Customer proof points were also described as particularly valuable. If a vendor claims strong performance or impact, reporters expect supporting evidence.
Clarity and conciseness affect open rates
Inbox volume is high across all outlets. Journalists make quick decisions, often within seconds, about whether a pitch warrants further reading.
Strong pitches typically:
- Stay under 250 words
- Use bullet points when helpful
- Include a clear and direct subject line
- Avoid jargon and buzzwords
- Get to the point quickly
AI is a tool, not a shortcut
AI was discussed across multiple sessions. Journalists mentioned using it for research, transcription and efficiency. However, the journalists also raised concerns about AI-generated content. Several noted that AI-generated pitches are often recognizable by tone and structure, and that fact-checking remains essential.
The shared position across discussions was that AI can support workflows, but it does not replace human judgment, relationships or original thought.
Trade and business outlets expect different framing
The conversations also reinforced differences between trade and business outlets. Trade publications like MES Computing, HostingAdvice and SiliconANGLE expect technical depth, operational insights and clear industry alignment. Their audiences are industry professionals and decision-makers looking for substance.
Business outlets like Forbes expect clear reader value and economic or strategic relevance. Product announcements are more likely to resonate when tied to a larger industry development or trend.
Key takeaways
Across all sessions, several operational practices were repeated:
- Customize every pitch to the journalist and outlet
- Lead with reader value
- Include data and customer evidence when possible
- Maintain relationships through consistency and direct engagement
The sessions provided a clear picture of how journalists assess story development and operate within their respective outlets. We look forward to continuing these conversations and hearing from more journalists in future “Meet the Media” sessions.
