How to pitch TechCrunch

Mary Jenkins
How to pitch TechCrunch

TechCrunch is one of the most trusted news sources when it comes to the latest and greatest in tech innovation, tech funding and tech trends. A feature in TechCrunch signals credibility and opportunity – arguably two of the most important components for any tech startup looking to break into an industry. 

Startups are meant to be disruptive, newsworthy, and solution oriented, but you’ll need to concisely convince TechCrunch of all of those qualities in your pitch. If you’re not currently working with a tech PR agency for media outreach, here are some tips to keep in mind when pitching to TechCrunch:

Tell a Story (with words and numbers)

TechCrunch has made its name in part by being on the cutting edge of tech startup and innovation news. Because of this, TechCrunch journalists only have time for trend-setting, disruptive stories. Not only does your pitch have to stand out, but it also has to be factually charged. 

Include eye-popping stats to back up your startup, like an insane number of app downloads or extreme results in the form of revenue growth or customer savings to further convince the journalist. Now more than ever, journalists are attracted to the story behind brands and the ways in which companies are contributing to the greater good. This means that your data points should go hand-in-hand with a compelling story about your company. 

Keep it Brief

If a journalist opens an email and sees more than two paragraphs it’s unlikely that they’ll read on. If you can’t pitch your company in 250 words or less, you need to go back to the drawing board or consult a tech PR agency to help refine your messaging. 

Unless your life story is incredibly compelling, don’t include it in your email. A brief, “My name is ____ and I am the founder of ______,” is plenty. If they want to know more about you as a founder, they’ll ask. The focus should be on your tech startup. If you want space to elaborate, do it outside of the email body by linking content on your website or past press coverage secured by a tech PR agency

Start Networking Early 

As the old saying goes, “It’s not what you know, it’s who you know.” When it comes to pitching, this rings true. Relationships can work wonders for media coverage especially in competitive outlets like TechCrunch. Take full advantage of any opportunity to build relationships with TechCrunch journalists or partnering with a tech PR agency that has already built relationships with them.

TechCrunch’s “Disrupt 2020” networking event is a great opportunity  to immerse your tech startup in the world of TechCrunch and to gain valuable TechCrunch and tech industry connections. Connect with TechCrunch journalists on social media or at other networking events before your company takes off or prior to big funding pitches. Journalists are experts at sniffing out coverage social climbers, so do your best to remain authentic and to build meaningful relationships. These connections will prove valuable in the long run. 

Pitch the Right Person

Finding the journalist at TechCrunch who fits your startup’s niche is an absolute must if you want your story picked up. If your tech startup is an app for enterprises, you’d look for articles written not just about apps, but ones designed to help other businesses, and make note of the reporter who covered it. For example, if your startup works in cybersecurity, connect with journalists reporting on startups in cybersecurity and relate your pitch back to articles they’ve written recently. It shows that you’ve not only done your research and are committed to a quality story, but also that you appreciate the work said journalist is doing for your industry. 

Leverage your tech PR Agency

If you’ve chosen wisely, your startup hired a tech PR agency that has connections in the startup world. Maybe they’ve pitched other tech startups to TechCrunch before or maybe they’re experts in press relations. Either way, you’re paying them to do something and pitching should undoubtedly be a part of their wheelhouse. If your startup has not hired a tech PR agency but is trending towards steady growth it might be a good time to consider outsourcing PR

Make it as Easy as Possible to Contact You

This should be a no brainer, but don’t forget to include your contact information (mobile and office numbers, emails, etc.) in the pitch. Then, if TechCrunch does contact you, call or email them back in a timely manner. 

Even if they took two weeks to respond to your pitch, you need to get back to them as soon as possible. This requires a certain amount of diligence when it comes to checking your emails. We recommend setting a reminder on your phone that alerts you to check your email every two hours or so.

If they ask for something that will take some time to reply to or answer to, it is always okay to say: “I’m not sure, but I will find out and get back to you in ‘X Amount of Time.’” or “I’m working on an answer to that for you right now. I should have it in about ‘X Amount of Time.’”

That way, they don’t think that you are leaving them hanging and they know they can count on contacting you when they need to.

If you’re a tech startup and still need help crafting your TechCrunch pitch, the experts at Swyft, a tech PR agency in Austin, are always here to help. 

Looking to pitch to a variety of media outlets? Avoid these mistakes at all costs.

About Mary Jenkins: Mary is a Senior Communications Associate for Swyft, which is a tech PR agency in Austin and Houston and a top digital marketing and PR agency in Denver since its founding in 2011. Swyft recently opened a satellite office where it offers tech PR in San Francisco. Swyft was also listed as one of the top tech PR agencies in Texas by the B2B services review site,

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