4 SaaS PR Predictions for 2023

I’ll save the cliches about reminiscing on the past year and looking into the year ahead. When the blog title starts with “predictions,” you get the gist of what it will cover. That said, 2022 was huge for changes in the media landscape. What works today for SaaS PR is vastly different from what worked five years ago, even one year ago. Let’s check in to see how our predictions for 2022 panned out.

  • ✅ Less competition for share of voice, more category collaboration –– yep, mapping PR success into overall business goals (usually using the OKR methodology) continues to gain traction over SOV
  • ✅ More line of business thought leaders, fewer CEOs –– another yes, media contacts are looking for expertise from practitioners
  • ❌ Audio/video formats grow in popularity –– a bit of a miss but not a huge one. Audio is still increasing due to podcasts, while video is staying steady where it is
  • ✅ Brand marketing takes center stage & a renewed focus on employer brand –– people want to work for companies that align with their values

To get a pulse on what’s ahead in 2023, I asked my peers what’s on their minds. Here’s what they said.

A flooded market will force marketers to deprioritize news lightning strikes. As journalists’ reception around news events like funding, company growth and product launches weaken with the flooded market, SaaS marketers will focus on long-term brand growth strategies instead of going all-in on flashy lightning strikes. We’ll see a renewed prioritization of more evergreen assets like outcome-focused customer stories, recurring data reports and trends-focused thought leadership to drive brand recognition and clout. – Lydia Beechler, Director of Learning and Development

Media’s town square is fragmenting. If he-who-must-not-be-named does destroy Twitter, it will be challenging to find a hub for journalists like we’ve come to expect. You’ll need to be organized on the best avenue of engaging with the contact, such as the social media site they are most active on or whether they’ve created their own medium domain or substack. While “who you know” doesn’t mean you’ll get a story placed, it will help as your favorite forum is likely changing. – Jake Doll, Vice President of PR

Leverage PR to simplify your value proposition. PR will become increasingly important for technically-focused SaaS brands solving complex problems in 2023. Budgets are still under scrutiny, and the harder it is for you to explain what you do and how it is valuable, the easier it is for prospects to say no. PR offers another avenue to showcase your message in layman’s terms and dig deep into the issue you’re solving and why investing in the solution is necessary instead of three years from now. – Kate Johnson, Vice President of PR

And, of course, I wouldn’t leave you hanging without a PR prediction from me!

Product-focused PR takes a back seat. SaaS PR playbooks from a past life relied on thought leadership that mapped back to the organization’s product, product strategy and differentiators. While I’m not pooh-poohing the value of a byline about how you need to find a [insert your product category] with features [X, X and X] that differentiate you from your competitors, publications are savvier than ever. They’re not interested in this transparent approach to content marketing. More than ever, media is hungry for best practices from practitioners themselves. They want to hear from HR people about HR best practices (not vendors) and CISOs about the latest threats to be abreast of (not vendors). In 2023 we’ll see a marked shift from organizations talking about their product to speaking about themselves and what makes them tick.

If our predictions align with or contradict your thoughts on SaaS PR in 2023, feel free to join the conversation with us on social media. Or, start a conversation with our president Lindsey Groepper, to see how we can apply these predictions to your organization to create PR momentum in 2023!

Publishing a Data Report? Here’s What Reporters Want

At BLASTmedia, our three-pronged approach to securing Tier-1 media includes customer participation, bold or vulnerable executive commentary, and compelling data.

Why data? Reporters seek data to validate claims with concrete evidence, and it also helps PR professionals deliver intriguing angles and stories backed by numbers.

Often, data is packaged up by SaaS brands in the form of reports, surveys or “state of” industry benchmarks. When it comes to a data report, it’s not enough to gather data and publish it if you are looking for media attention.

Below are keys to seeing your data published in the press:

Vanilla won’t cut it

When prepping the corresponding commentary to contextualize the report, you must be bold above all else (and offering a contrarian point of view doesn’t hurt, either). Reporters aren’t interested in commentary regurgitating information already out in the media. You don’t see quotes from respected industry experts like “companies are adopting more technology,” do you? Obviously not. It’s been said a million times.

Thought leadership quotes and angles that work well to position the data excite those in the industry, go against common perception or add a new perspective to an ongoing trend. To garner interest, data must tell a compelling story, challenge the status quo or tie back to relevant news. Data can support a thesis and be the story if you ask the right questions.

When drafting questions for a survey or pulling platform data for your report, it’s often best to work backward. Find the story or trend first, and then try and gather information to support or refute it.

  • Companies aren’t adapting technology at the rate you thought.
  • Marketers actually don’t prefer automation tools.
  • The bigger your tech stack, the higher your revenue.

These bullet points would make for a better story than “companies are adopting more technology.” And you can find similar data points to build a compelling angle.

Statistically significant

One of the most common pieces of feedback we get from reporters when pitching data is, “This isn’t statistically significant.” In other words, the reporter needs more respondents to use this information.

Creating a compelling data report takes many resources, including time, energy and budget. As a result, you want to get the most out of it. Don’t take shortcuts with your respondent pool. Finding people that fit your target audience for the report (e.g., the correct title or age group) and finding enough of them is the first step to ensuring media members don’t turn a blind eye when they open your email.

The best case scenario when preparing a survey is 500+ respondents, but we also know getting that many isn’t always reasonable. Based on industry and media feedback, we recommend gathering responses from at least 200 respondents to fulfill the PR statistically significant requirement. Anything lower than that, you may not see the coverage or results you want.

Getting creative with PR outreach

When gearing up to begin data outreach, you must set expectations and goals and execute a well-thought-out plan with your PR team — know your strategy.

  • Will an exclusive be offered? 
  • Can the data be parsed to appeal to different verticals?
  • Can the lifetime value be extended by attaching thought leadership angles?

These questions can help you form a SaaS PR strategy for success. Regarding coverage expectations, we see around ten total inclusions in the form of announcement coverage, press release postings and thought leadership coverage, depending on the type of report and vertical. 

Also, get creative with outreach to achieve these goals. When most people think of data coverage, they assume mentions. Well, that may be your most common form of report coverage, but it’s not your only pathway to success. As I mentioned earlier, data can not only support a thesis but can also be the story. If you have the points to back it up, you can draft entire contributed content around specific data points. (Consider this example in Fortune from Upside CEO Alex Kinnier.) With Q4 predictions season in full swing, you can also include relevant data points in quotes to enhance thought leadership efforts. 

Lastly, when putting together a media relations plan, know that data reports can have longer shelf lives than other initiatives, and coverage may not turn right away (but it doesn’t mean it won’t). For example, you can include data points in other story angles and contributed content over the next year. As a result, consider drafting goals with longer time ranges — and don’t limit yourself to the initial data report press release.

Data can be a strong tactic to garner coverage as long as you understand what makes data significant and unique. Otherwise, coverage may not be what you expect.

Looking to maximize coverage for your next data report? We can help! To learn more, contact our team.

Getting the Most Value Out of Press Releases

SaaS marketers understand that public relations is vital in shaping industry perception and building credibility. But how do press releases play into a comprehensive PR strategy?

While we don’t believe press releases should be the center point of a PR program, they do aid in capturing share of voice in your industry and showcasing your brand’s accomplishments. When you have something newsworthy to share, it’s important you get the most out of an announcement and wring out its total value.

What to do with a press release

At BLASTmedia, our philosophy is that we don’t need a press release to secure coverage for our B2B SaaS clients. However, news still has significant value and a place in the PR coverage mix. 

Pushing company news on your blog or via a wire service (like PR Newswire) amplifies your message and puts your news into the world – it becomes indexed and searchable. Press releases provide a marker in time that can be referenced for months, maybe even years.

Newsworthy announcements should have a pitch strategy in place, alerting the most-relevant editors (often under embargo or offering an exclusive) ahead of the announcement day to secure a feature article the day the news hits.

But what else should you do with the asset, in addition to a wire service and direct pitching efforts? Many media outlets provide the opportunity to post a press release, extending the reach of the news.

Securing additional press release postings

Take a funding announcement, for example. First, a client’s PR team would pitch a full feature story with an interview. If the story lands, press release postings on other sites provide even more exposure for the news, further amplifying the announcement.

Press release postings often result from one-to-one outreach to target trade media, wherein an editor or gatekeeper filters which news is most relevant for their audience and decides which releases to publish. Other outlets, however, provide an opportunity to upload a relevant press release directly to their portal for posting and make it into the outlet’s newsletter as well.

Examples of trade sites that offer press release postings:

The press release caveat

Ever heard of relationship “red flags?” Of course, you have. Well, there are also agency red flags. If you’re ever talking with a PR agency and they only get coverage through press release postings and announcements, sound the alarm bells. You need a healthy mix of thought leadership articles, reactive opportunities, interviews and company news. Relying solely on press releases, though — that’s old school and largely ineffective.

Don’t underestimate your news

Company news may not always result in a feature article, but it can still get traction and realize value. While press release postings may seem minute, they’re an important piece of the overall PR strategy and play a role in amplifying news and increasing brand awareness.

To learn more about how you can improve your news strategy, contact Lindsey Groepper.

3 Lessons From Product-Led Growth PR Done Right

light bulb in middle with 6 chat bubbles surrounding it

Product-led growth or “PLG” is on the rise. If you look around the SaaS world, there are plenty of great examples of PLG companies — Slack, Calendly, Dropbox and Airtable. When you look at the traits of successful PLG companies, you can glean a few lessons for your product-led growth PR strategy

First, a quick refresh on product-led growth. A PLG company is all about individual user adoption turning into paying customers. The focus is on the end user rather than traditional buyers, like a company executive. With that in mind, here are three lessons we can learn from product-led growth PR done right. 

  1. Cater to the end user

A PLG strategy is focused on the end user and this should be reflected in your PR strategy. If it’s the end users telling their bosses which software to buy, you want to ensure you are speaking to them. This should show up in the way press releases are written and the type of coverage you secure. 

Let’s start with press releases. At last year’s Dreamforce, Slack unveiled its latest product innovations. If you do a quick skim of their announcement, you’ll see the messaging is focused on the benefits to the end user. They speak to how “clips” will help teams and how “Slack Connect” will help you collaborate. A press release should zero in on what benefits the end user will get from your new product.

There are a couple types of coverage you can pursue to ensure you are catering to the end user: product-focused coverage and customer stories. If you have a product that creates true value for the everyday human, you want media coverage that highlights it. Dropbox did this with a feature in TechRadar on the release of its password manager. Highlighting customer stories is another way to cater to the end user. By securing coverage of a customer story, you can showcase the value of your product through someone who has personally felt it.

  1. Make life easier

Not only do you want to cater to the end user, but you also want to make life better for them. One way successful PLG companies do this is through thought leadership. Thought leaders from leading PLG companies share their expertise on industry trends and best practices. For example, Calendly’s Chief Product Officer contributed to a Computerworld article on how to hold better, shorter meetings. Dropbox’s CEO shared the lessons he’s learned from leading a “virtual first” workforce with MIT. With their thought leadership efforts, PLG companies associate their name with industry expertise that makes life easier for their target audience. So answer the questions people are asking and help them solve their problems.

  1. Leverage data for virality

A common trait of a PLG company is virality. One path to virality is through media relations. How do you go viral if you’re a SaaS company? Data of course! Leveraging platform data, surveys, or publicly available data for media relations is a great way to drum up some buzz.

Take our client Chorus.ai as an example. When the pandemic hit, they began collecting anonymized data from their platform. We leveraged that data and earned a feature in Insider as well as several other interviews and pieces of contributed content. Surveys are another great approach. Slack has done this really well, conducting a quarterly Future Forum Pulse survey. This has landed them coverage in publications such as Fortune, WIRED, Tech Republic, ZDNet and more. 

Catering your press releases to the end user, putting out helpful thought leadership, or sharing data to go viral are just a few of the lessons we can learn from the PR strategies of successful PLG companies. 

If you want to know how to implement one of these lessons into your PR strategy, contact Lindsey Groepper to see how BLASTmedia can help. 

PR to Reach a Product Led Growth and Developer Audience

Product-led growth (PLG) models have exploded into the SaaS industry, with tech brands like Slack, Airtable and Calendly becoming critical components of our new hybrid working environment. Defined by Openview Partners, who coined the term, PLG is an end user-focused growth model that relies on the product itself as the primary driver of customer acquisition, conversion and expansion. It’s no surprise, then, that PLG brands make up over half of the companies on the 2021 Cloud 100 list.

Developers are the backbone of this model, as these pros build, ship out and improve upon the platforms we use every day. As a marketer or PR professional, if you’re looking to reach developers, you’ll need to keep PLG’s tenets in mind to convince and convert this savvy (and skeptical!) audience. 

Skip the buzzwords and go straight to the results 

Software developers are experts. They’re deep into the complexities of their own software and will undoubtedly be aware of the challenges and opportunities available to others in their field. 

If marketers are building external copy for a dev audience, take a red pen to any mention of buzzwords like world’s first, unprecedented, life-changing, or new paradigm. We’ve all seen late-night infomercials make outrageous promises. The importance of avoiding this dials up to a ten for developers. 


Instead, author Adam DuVander told TechCrunch how successful messaging to developers includes, “clear documentation, help getting started and use cases to spark creativity.” The quicker we are to the point, the faster devs will dive in and tinker. 

This means one of the common aspects of PR strategies today, contributed thought-leader content, might not be the best approach to getting in front of your developer audience. These types of pieces might be too wordy or read as promotional. 


But I’m not saying devs don’t want to hear your thought leader’s perspective. We need to reevaluate where the messaging is going. 

Involve yourself in the (real) community 

Look beyond the go-to channels to find your dev audience.

Press release wires have their own value, but issuing through PRNewswire and sharing a post on LinkedIn isn’t going to be enough to drive engagement. We’re not talking about underground, Matrix-style hubs, but whether on Twitter, in subreddits, Stack Overflow or DZone communities and Discord channels, you’ve got to dig deep into these communities to understand the day-to-day. This is where you should start having conversations. 


And, once you’ve found your niche, your SME’s own voice won’t be enough to check the box. To alleviate any concerns about messaging being overly promotional, put your own customer use cases front and center and have them speak candidly.

This could look like coordinating a webinar where your core buyer sees and hears their problems unfold from the experience of another. You could also tap your customers for media opportunities where they talk about the best practices and tools, like your own tech, that help them do great work. Do this time and time again, though, as your dev audience is going to need proof.

Take the feedback in stride


If you’re a PLG company trying to reach developers, you already recognize the value of feedback on the path to improvement. But, it’s easy to forget this mindset if your team gets negative feedback. Celebrate that as a win too.

Be mindful of what worked and what didn’t: Was the use case clear, or did we offer value? Are we engaging in the right channel? Do we have a community of partners who can help us educate and amplify the initiative? 

And, like a developer does, it’s time to move forward and improve. 
Want to know how BLASTmedia can help you determine your product-led growth PR strategy? Contact Lindsey Groepper for more details!

When To Offer an Exclusive on Funding News, and How It Impacts PR Results

Back in 2019, we wrote about when to offer an exclusive on funding news, but since then a lot has changed. According to Crunchbase data, global venture funding hit an all-time high of $125B in Q1 2021, with late-stage funding deals taking the lion’s share of that pie. Due to the rapid increase in digital transformation efforts brought on by the global pandemic, technology adoption is on the rise, as are venture capital investments in technology startups from early stage onward.

So, it stands to reason that we’re doing more funding announcements than ever before, which got me thinking about which strategy — exclusive or broad embargo pitching — could consistently yield the “best” results for SaaS companies. For the purposes of this article, I’ll use “exclusive” in reference to offering a single reporter the opportunity to cover your news, and “embargo pitching” in reference to pitching several reporters the news under embargo before the announcement date.

Continue reading “When To Offer an Exclusive on Funding News, and How It Impacts PR Results”

2021 SaaS PR Predictions

This time each year we work with our clients to put together predictions for the year ahead, and for the past few years we’ve been taking our own advice and creating SaaS PR predictions of our own. 

Looking back on a year that, to put it gently, went completely off track, I was surprised to see many of our predictions for 2020 panned out (on the PR front). This year, we saw fewer SaaS marketing execs using share of voice as their standalone metric to measure the success of PR. We also saw a much closer integration between our clients and their customers — so much so that we now offer to interview and write customer stories on behalf of our clients.

When I sat down to think about 2021, a few things immediately came to mind. Yes, some of those things are related to the pandemic and how it impacted the way we do work, but other trends were well underway beforehand.

Paywalled journalism means we must adapt 

It’s happened to all of us — you see an interesting story shared on Twitter and click to learn more only to be hit with a paywall. While it can be frustrating, paywalls actually make a lot of sense. Think about it: you pay for Hulu with no ads, you pay to join Dave Gerhardt’s Patreon marketing group, you even pay for access to workouts on Peloton — why wouldn’t you pay for unlimited access to news content created specifically for your interests? 

As talented journalists continue to fall victim to shrinking newsrooms, they’re increasingly turning to platforms like Substack to grow followings of their own. Most recently startup reporter Eric Newcomer left Bloomberg to start Newcomer, a subscription newsletter about startups and venture capital. Earlier in the year tech journalist Casey Newton left The Verge to start Platformer, and before that Fortune’s Polina Marinova Pompliano left to build The Profile. I anticipate many more will follow suit. 

Earlier in the year, I sent a few questions on paywalls to Travis Bernard at TechCrunch. He launched TechCrunch’s subscription platform ExtraCrunch just a year earlier. His newsroom faced a choice: broaden coverage to drive up advertising impressions and therefore dollars, or double down on a smaller, more engaged audience willing to pay. They chose the latter. 

So, what does this mean for those of us in SaaS PR? Get creative about what you consider an “outlet.” It no longer needs to be TechCrunch or Forbes to count as meaningful coverage for your brand. Encourage your client/boss to look past vanity metrics like unique monthly visitors. As journalists are building their audiences, these metrics may or may not be available. 

Build relationships with emerging publications (including podcasts), and get comfortable with explaining the value of coverage behind a paywall to your client. Sure, there are challenges (namely, sharing on social) but the inherent value is the already engaged, paying audience. And, ask your CFO for more room in the 2021 budget for news subscriptions. 

Speaking slots will become even more difficult to secure 

Now that Neil Patel, Jay Baer and Seth Godin can speak at 10 conferences in a matter of days — what’s left for the rest of us? I am halfway kidding but, if you think securing speaking slots isn’t going to get a lot more difficult in 2021, you should reassess your goals. 

  • Exhibit A) Many events well into 2021 are still going to be canceled, creating fewer overall opportunities.
  • Exhibit B) For virtual events, travel, and its associated costs, are eliminated. This means we’ll see the most well-respected speakers speaking more often.

Those two items lead to a lack of opportunity for anyone not already an established keynote. My advice? Keep your events/speaking team focused on small, local or industry-specific events to build your reel until events and speaking slots become more widely available, hopefully in 2022. 

Audiences wise up to newswires — kind of

For better or for worse, 2021 is not the year the newswire dies. In simple terms, newswires have value because we believe they have value. So, until your CEO stops forwarding you Google Alerts he has set for competitors’ press releases with the “why aren’t we getting this type of press” note attached, newswires are a necessary means to a “make the CEO happy” end. 

In 2021, marketing and comms leads will start considering the broad spectrum of places outside of a wire we can place releases. A company blog or, if you have some extra budget, a paid posting in a trade publication are valid options to consider, and can often have the same impact as a newswire posting (minus the syndications). 

While wires themselves are likely to remain a piece of your PR puzzle in 2021, I think most SaaS PR people will no longer find value in the “outreach” efforts offered by wire services. The claims they send your press release “directly to the newsrooms of all the top media publications,” while technically true are completely useless. And, candidly, in eight years of doing media relations, I have never seen a single organic story run as a result of this type of distribution.

Deskside meetings are *finally* put to bed 

This is one area of PR that has certainly been impacted by the coronavirus, and I think for the better. Speaking specifically within the realm of SaaS PR — desksides are no longer an impactful way to communicate with journalists. Now that desks themselves (at least the kind in large office buildings) are few and far between, deskside meetings have become a relic of our PR past. 

As we’ve learned over the past year, we can be just as impactful and collaborative without being in person. Instead of forcing a press tour to work because they’re what you’re used to, set availability for your executive or spokesperson over the course of a week. Slot in interviews as they make sense for availability and interest on both sides, and if the meeting requires a product delivery, send it ahead of time. Make sure to get updated contact information for the journalists, though, since they’re likely not in an office. (PS — phone etiquette changes when it’s a cell phone you’re calling. Proceed with extreme caution.) 

I think I speak for all of us when I say we’re looking forward to putting 2020 behind us. But, for a year that turned out to be quite challenging, it sure did teach us a lot — especially when it comes to communication. 

Never has it been more important to put time and effort into what you’re saying, who you’re talking to, and why you’re saying it. From communication to your employees on a shift to working from home to communicating to the world what you stand for, putting thought behind your words is never going out of style. 

What do you predict 2021 will hold for SaaS PR? Share with us on LinkedIn or Twitter

The Holiday Rush: How Supply Chain Is Adjusting

Year after year, Black Friday, Small Business Saturday, Cyber Monday and the rush of seasonal purchases leave the supply chain industry with little room to budge. Now, in the COVID-19 pandemic, with online shopping predicted to increase 33%, trucking companies and their fleets are feeling fatigued. 

The pandemic and the surge in remote work it generated have made online shopping the preferred method of spreading holiday cheer. Behind the scenes, inventory imbalance, city-wide gridlock and the holiday peak season are collectively causing delayed shipments and irritable recipients. Coyote Logistics, a leading global 3PL combining a centralized marketplace with freight and supply chain solutions — and a BLASTmedia client — recently shared how the industry is shaping up this season with a number of supply chain trade and national business publications. 

Peak Season

The supply chain industry has been anticipating and preparing for the holiday peak season since the pandemic began. As Coyote Logistics’ Head of Europe, Jaap Bruining, shared with Supply Chain Digital, each portion of the supply chain has had to rely on data analytics to gain visibility and better mitigate anticipated disruption, including heightened online orders. Simultaneously, suppliers need to be prepared to think on their feet and “proactively develop relationships with alternative manufacturers, allowing [them] to shift operations more quickly in response to disruption.” Analytics and quick thinking will benefit suppliers and their counterparts when tackling the holiday season.

Inventory Imbalance

Although it seems FedEx, UPS and the postal service are out to ruin the holiday cheer with late packages, a different culprit is at work. As Chief Network Solutions Officer, Nick Shroeger, shared with Supply Chain Brain, companies are experiencing inventory imbalance, meaning inventory levels aren’t matching consumer demand. According to Shroeger, this results in mass “unpredictability of where products and inventory are going to be.” For example, a consumer may see an iPhone 12 in their virtual cart, but Apple relies on more than one supplier to produce the mechanisms that constitute the mobile device. If one supplier has limited stock, this year’s hot ticket item may become limited, at no fault of Apple’s.

Gridlock

On the big screen, Hollywood portrays the American truck driver spending their day slurping slushies and avoiding tumbleweeds as they drive thousands of miles cross-country. Hollywood aside, drivers tend to spend a portion of their government-regulated hours of service sitting in bumper-to-bumper traffic. And while it seems simple to change pickup and delivery patterns to relieve congestion, Shroeger admits an alliance would need to be formed among the larger trucking companies. In a piece for Chicago Business, he touched on the transparency the alliance would need to possess, stating that “companies won’t change unless they believe it will create value for them.” Value aside, an alliance would take years of cooperation and collaboration, leaving drivers stuck this holiday season.

While not every company has the pandemic-filled holiday season figured out, fleets and their carriers keep wading through the unknown. Every day, drivers strive to deliver goods on time so perfectly hand-picked holiday presents can sit wrapped in paper and tinsel below the tree.

Do you have a perspective you’d like to share on the logistics field? Reach out to Lindsey Groepper to find out how BLASTmedia can help you join the conversation.

The 5 Tech Media Outlets That Took Off in 2020

2020 has changed a lot about how we work and live, but one thing that hasn’t changed is the benefit of media coverage. Yes, any B2B SaaS brand wants mentions in tech media outlets to build brand awareness. This year, we’ve seen the need even more. According to Gartner’s CMO spend survey, CMOs rank brand strategy as a top-three strategic priority for marketing. 

If you are a B2B SaaS brand looking for the publications to be in, you’re in luck. We compiled a list of five tech media outlets that really took off in 2020. Read on to see which ones might be a fit to reach your target audience. 

1. The Morning Brew

The Morning Brew might not be all about tech (sadly not all about coffee either), but they are a fast-rising media company with newsletters and podcasts. Business Insider’s parent company, Insider Inc., bought a majority stake in the company back in October, with a reported $75 million valuation. 

Its products include a daily email with 2.5 million readers, three industry-specific newsletters (emerging tech, retail, and marketing) read by 500,000 subscribers, and a podcast with 6 million downloads. With these various channels, The Morning Brew is a unique way to get in front of your audience. 

2. The Markup 

This nonprofit newsroom started in 2018 with the goal of serving the public. They investigate how powerful institutions are using technology to change our society (i.e. Big Tech). 2020 has given them a lot to focus on, with The Social Dilemma putting the spotlight on social networks and anti-trust lawsuits for the big names in tech. I expect them to continue growing in 2021 and beyond. 

3. Medium’s Publications

2020 is a year marked by change. Medium is a big change from your traditional media. It publishes its own publications, allows outside writers to publish on its site, and syndicates content from bigger publications. Nonetheless, it has a massive reach that brands want to be a part of. Some of the publications under the Medium umbrella you need to check out are Towards Data Science, OneZero and Marker.

4. The Information 

The Information’s goal is to write deeply reported articles about the technology industry that you won’t find elsewhere. It must be doing something right, as countless big-name publications follow its stories.  The site covers the inside secrets of big tech companies as well the details of VC transactions. In 2020, its writers have also written great articles on diversity in tech. 

5. Crunchbase

You might be thinking Crunchbase doesn’t fit this list because it’s not a media outlet. While it is a great source for all the details you want on various companies, its blog is why I added it here. 

The Crunchbase blog features thought leadership articles from execs across industries. A great section to check out is their Q&As with female founders. If you’re looking to place contributed content, this is a great place to start. 

As you can see, the media landscape is constantly changing. Don’t be afraid to go after an email newsletter, podcast or company blog for media coverage. If you want to know how to get in these tech media outlets, reach out to Lindsey Groepper.