Introducing Touchdown PR’s “Meet the Media” Series: A Conversation with Eoin Higgins of IT Brew
At Touchdown PR, we believe that the best media relationships are built on understanding, trust, and a genuine curiosity about how journalists work. That’s why we’re excited to launch our new internal event series, “Meet the Media,” designed to bring our team face-to-face with the journalists we pitch every day.
Our first guest was Eoin Higgins, a reporter at IT Brew, who offered a candid and insightful look into his journey into journalism, his current beat, and how PR professionals can better collaborate with reporters like him.
A Nontraditional Start to B2B Journalism
Eoin has been a professional writer for over eight years. Eoin’s work has appeared in outlets around the country and around the world, including the New York Times, the Washington Post, the Intercept, the New Statesman, the Appeal, and many others.
Eoin’s path into journalism wasn’t exactly conventional. Encouraged by his wife, he began writing and then later answered a newspaper job ad at a local paper in the Berkshires of western Massachusetts. He quickly found himself immersed in the world of reporting. Today, he covers B2B tech at IT Brew, where his writing is practical, informative, and tailored to IT professionals. He is also an author of the recently published book: “Owned: How Tech Billionaires on the Right Bought the Loudest Voices on the Left.”
What Eoin Covers and Why It Matters
To kick off our conversation, we asked Eoin about the topics he’s most passionate about right now. His beat has evolved, starting with IoT and hardware. It now includes cybersecurity, IT workforce trends, and government technology. Eoin enjoys the breadth of his coverage and the opportunity to dive into both stable and chaotic corners of the tech world.
For example, he recently spoke with the Department of Defense about CMMC, a topic surrounded by contradictory information. He finds subjects that focus on a mix of political complexity and technical nuance keep him engaged.
How Eoin Stays Informed
When new topics emerge—like the explosion of interest in machine learning after CES—Eoin turns to a mix of sources. He values PR professionals who can offer timely, relevant insights, especially when there’s already a relationship in place.
His advice? Keep pitches concise. Acknowledge the news up top, include a clear call to action, and avoid long blocks of text. “Tell me what it is and what you’re offering—quickly,” he said. He also emphasized that one follow-up is enough. If he doesn’t respond, it’s safe to assume he’s not interested.
What Makes a Pitch Stand Out?
We also asked Eoin what makes a pitch catch his eye. Subject lines matter, but he opens every email, even if it’s just for a second. That means the subject line of a pitch has to work hard, and the email body should be scannable. Bullet points and standout stats help. One memorable example that piqued his interest was a report on the ‘Top 10 swear words used in email passwords.’
When it comes to research and data, Eoin looks for digestible insights. Infographics are great, but even better are bullet points that highlight key findings. He doesn’t need scoops or exclusives, since he’s writing for IT professionals, not chasing headlines. What he needs is content that sparks ideas.
The Future of the Media Landscape
We wrapped up by asking Eoin about the future of journalism. He sees newsletters like IT Brew as a sustainable model for B2B reporting. In a world where professionals are constantly checking email, digestible newsletters are a valuable way to stay informed.
Although he’s a longtime user of Substack, he’s less convinced that it will have a major impact on the future of journalism. While it offers a platform for individual voices, he finds many newsletters lack focus and consistency. “We’re in an interim moment in digital media,” he said. “Old newsrooms don’t exist, but it’s not clear what comes next.”
Final Thoughts
Our conversation with Eoin Higgins was a reminder of the necessity of conciseness in pitches and offering something of value to a reporter’s beat when offering a source. By understanding how journalists think, what they need, and how they work, we can build stronger, more effective partnerships. Stay tuned for the recap of the next installment of the “Meet the Media” series.
