The Dos and Don’ts of Tech Trade Coverage

The Dos and Don’ts of Tech Trade Coverage

Not every tech story belongs in TechCrunch. And not every startup needs a splashy launch. In 2025, with inboxes overflowing and platforms saturated, securing meaningful coverage in tech trade media requires precision, value, and a deep respect for the role these outlets play in shaping the industry narrative.

Done right, tech trade press builds long-term credibility, attracts the right partners, and positions you as a leader—not just a player. Done wrong? It’s a wasted news cycle or worse, a burned bridge.

DO: Understand the Outlet’s Audience

Tech trade outlets aren’t one-size-fits-all. Each serves a distinct niche:

• TechCrunch: Startup funding and breaking tech innovation
• VentureBeat: Deep dives on AI, gaming, and enterprise tools
• Protocol (RIP): Enterprise tech and business policy before its closure
• The Information: Paywalled intel for investors and insiders
• Product Hunt: Early adopter discovery and launch community

Match your pitch to the outlet’s DNA—or risk instant archive.

DON’T: Pitch Fluff

If your announcement boils down to “we launched a website” or “we’re excited about the future,” press won’t care. Offer:

• Hard metrics (users, revenue, funding)
• Product innovation with real use cases
• Market context—how this fits into trends, gaps, or disruption

DO: Lead with Data or Insight

Tech writers love facts. Include proprietary research, product performance stats, or user behavior insights. Or offer founder commentary on an industry moment (“What Apple Vision Pro means for AR startups”).

DON’T: Forget the Embargo Rules

Respect embargo agreements. Clarify in writing. And never, ever pitch as an exclusive if you’ve already leaked the story elsewhere—or published it on your blog first.

DO: Make the Writer’s Job Easy

• Include bullet points for fast scan
• Add high-res visuals, product demo links, and executive quotes
• Offer clear access to interviews or follow-ups

DON’T: Spam Everyone

Use discernment. Don’t blast every tech editor with the same pitch. Customize. Reference their past coverage. Build a relationship—not just a news blast.

When to Skip Trade Coverage (Yes, Really)

• You have no traction yet—no users, no pilot, no clear hook
• You’re still refining your positioning or tech stack
• You’re better off building a waitlist, getting beta testers, or going niche-first

Tech Trade Alternatives

• Podcasts with dev or founder audiences
• Creator collabs on YouTube, LinkedIn, or Twitter/X
• Long-form blogs or Medium posts with authentic founder POV

Final Thought

Tech trade coverage isn’t the only play—but it’s a powerful one. When you have the goods, bring clarity, insight, and humility. Because in this space, trust is earned—not hyped.

Show the story. Respect the process. And when you do pitch? Make it worth the writer’s time—and the reader’s attention.