TechCrunch has become the holy scripture of the tech industry, making it notoriously difficult to get an article placed there. As a PR practitioner of 20 plus years, we are sometimes viewed as media prophets capable of gaining mystical access to the “Tech Bible.” While scoring an article in TechCrunch does at times feel like an exercise in mind reading, today I’ll share two of the best ways to wow the editors and get you, your execs, and your brand a seat at the coveted TechCrunch table.
1. Offer them an exclusive on a funding announcement. This will identify a journalist willing to commit to covering your story. Editors love first dibs; however, simply offering an exclusive isn’t enough. You must add essential elements to make it newsworthy. Here is my (and in my experience, TechCrunch’s) wish list for an ideal story:
- The funding amount is significant. Many companies get funding. The higher the funding amount, the better your chances of coverage. And by higher I mean a minimum of $5 million. “Money talks” also rings true when trying to get a journalist’s attention.
- Recognizable customer names. Are your customers’ names instantly familiar? Would a TechCrunch editor know them? Include them in your announcement. Is it name-dropping? You bet it is . . . and it is important. Demonstrating that successful brands trust your company gives you instant credibility with journalists.
- Interesting or novel technology. Obviously, the key to a great tech story is the technology being discussed. What makes your product special? Remember, TechCrunch editors read about interesting technology everyday. What problem are you solving in a unique way? How are you solving it? How are you different/better than other competitors/offerings on the market? Be prepared to answer all of these questions–or do not expect to appear in TechCrunch or any other tech publication. Your unique tech discovery/approach is the core of your story. Proclaim it.
- Compelling company story. Did your founders meet at Y Combinator, in Harvard grad school, or at a playdate for their preschoolers? Whatever their story is, tell it! TC editors love a great company or founder story. Once you score an interview you can add side items such as where your company stands on DEI initiatives, or whether you have a hybrid work environment or are completely virtual. These bits of information can shape the story and make it a stronger sell.
2. Write a contributed article. Most people associate TechCrunch with news coverage, but the site also accepts contributed content. You or your execs can submit a thought leadership article to TechCrunch editors for publishing. I regularly work with executives to develop story content and then use my experience to deliver it to the proper editor for publication. The key to a thought leadership article is to discuss an issue of interest to the industry. It is not an advertorial, so DO NOT promote yourself or your company. People read thought leadership pieces to learn, not to be preached to or to hear a sales pitch. And there is an added benefit to publishing thought leadership articles: the more of them you publish, the more industry influencers (including the media) will seek you out as an expert. At some point TechCrunch editors may even begin contacting YOU for your thoughts as a source.
So, if you don’t have any news to share with TC, a bylined article can be a great way to reach the Promised Land of TechCrunch coverage.
If you need direction, PR strategy, help writing thought leadership articles, or assistance getting in front of TechCrunch, contact AMP PR today.