What tech journalists want


Rick Martin

Slides available at 1rick.github.io/iosmeetup/, released under a Doowutchyalike license.


I get story ideas in a few ways.

  1. I wish the latter happened more often here in Japan. 

News without the 'new' is just s---

(not really, but...)

Generally speaking, most of the tech news out there is new, timely, something that has happened recently. For app developers that could be many things, like:

  1. BTW, I would like to announce that I have acquired a muffin from 7-eleven. Terms of the deal were not disclosed. 

My Own Criteria

I ask myself "Hey self,"

  1. Regarding scope, consider your product and what publications might be interested in it. If you're in Japan, then Japan- and Asia-based media is possible, including print. For iOS, all the Apple blogs. Games, gaming sites/mags.  

  2. What I mean here is that perhaps the topic has been adequately covered by another media. I can just Tweet that. I don't want to rewrite the same info.  

More on scope

Know the scope of a publication before you approach them. For example, at The Bridge, we target much of our information towards investors.

In short, figure out what a specific journalist/publication wants instead of trying to figure out what they all want.


Backstory Is Important

If someone is going to write about you, they need material. So having information already available on your site is helpful.

Eye-Catching Timeline?

Have a Good Press Kit

Make it available on your website.

  1. Print media typically needs high rez photos. You should not overlook print media.  

Build your own blog

You can build your own audience, shape your own message. You do not necessarily need tech publications at all.

Or build a newsletter. Ben mentioned Launchrock.

Sources go direct:

Finding Journalists on Twitter

When you find a journalist that you think might be a good candidate, look to see what Twitter list he/she is on. You might find other journalists who cover that same beat.

Example: from twitter.com/1rick/memberships you might find many others who write about similar topics as me.

For Example, I Belong to Lists Like:

  1. I once wrote a CNN piece on 50 travel apps, and now I'm constantly approached by travel app developers. This strategy is not a bad one. 

Make Your Own Twitter Lists

Compile a list of tech journalists you hope to engage, make a twitter list, and check in on it every now and then. RT, fav, reply (when you want to).

Be genuine. Don't spam.


Invite Journalists to Beta Test

This is far better than an embargoed press release for a launch, in my book. I can process, think, reflect. I can write a more thoughtful piece.


  1. Unfortunately, I'm not sponsored by Test Flight.  

Know when to move on

If a writer isn't into your product, just move on. Don't nag.

Offer an Interview

Make founders available for an interview, either in person, over Skype, or by email. Different writers will prefer different methods, so give them options. I like to meet in person, but location may not always allow.

Before the Interview

Before your interview, know what you are willing to talk about on record, and what you aren't. If you disclose something you shouldn't have, that's on you.

After You Get Press

As seen on

  1. Caching is important, because that website may not always be there. News organizations have been known to go out of business or renew their websites. 

Don't Be Pushy

Many interviewees ask for modifications after publishing. Don't expect journalists to comply.

Further Resources and tools


Drop a line anytime: