Practitioner pattern · Matthew Panzarino (TechCrunch)
Pitch the one writer who already covers your space, not the tips inbox
Former editor says it beats any clever mass pitch; writers become long-term chroniclers
Workedpr-launch
What they did
Find the writer at the publication who covers your category (the fintech writer, whoever wrote about Mint) and follow their work. Write an individual pitch that references what they cover ('Given everything that you write about...'). Tailor it per outlet: TechCrunch wants what the move means for startups and to be 12-18 months early; enthusiast sites like 9to5Mac and MacRumors cover new apps more directly. Aim to win one or two writers who become believers and chronicle your progress over time.
What happened
Guest says individual pitches are far more effective than the cleverest subject line blasted to everybody, and a believing writer is worth more than a one-off hit.
In their words
Sub Club by RevenueCat · How to Pitch Your App to the Press – Matthew Panzarino, Formerly TechCrunch“If you know their work, and you follow their work, and you know they'd be interested and fascinated in that, that is going to be a far more effective pitch than the most clever subject line that you could write that gets blasted out to everybody.”
“it's so much more valuable than, oh, we got covered by publication X. It really is about getting covered by writer Y.”
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