While many tech PR clients prefer coverage in the biggest publications, the NSA story demonstrates the
continued and enduring importance of tech media – and not just for the quick hit.
Seasoned PR practitioners know that consistent coverage in the tech trades and blogs can be a good way to get on the radars of top tier media – and put those reporters in a buying mood for PR pitches and client stories.
WSJ columnist Gordon Crovitz wrote last week about the NSA story, and how tech media jumped in and corrected inaccuracies about key details; they kept MSM "honest" and served as fact checkers, and correctors of the record.
What about exclusives for your big launch news? That kind of story should be given first to biggest and most impressive publication that will run it – right?
The Guardian broke the NSA news before others piled on. An article in the NY Times reminds us that big news will find its own way to major media and the vast audiences they reach, regardless of who runs it first.
Of course, most tech news is not of the blockbuster variety that could interest a mass audience. But the above examples show ithat, if you do have really big news, it's a mistake to assume that you need to go to top tier first to make a splash.
Why not give that big story to the reporters and bloggers laboring on the front lines of tech coverage – the ones who cared and took the time to listen and write when "bigger fish" turned away?
And it would be good PR for tech media if they trumped Guardian or Gawker, or whomever, to break that next big story of national importance, would love to see that happen.
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