How the editorial team works at Techday: Our tips for you
The Techday editorial team is incredibly busy, as we run 17 tech news websites across Europe, Africa, Asia, North America, Australia and New Zealand.
Hundreds of press releases and news leads come through our systems every day, which means our editorial team is snowed under at the best of times. By preparing your press releases in a particular way, you’ll not only make our lives easier but will also improve your chances of being published.
Understanding our systems:
- We use an internal system called Newsdesk. This system receives all press releases and story ideas, in addition to the ability to monitor our competitors' sites. Each of these automatically become 'story leads'.
- An editorial team member categorises each story lead by which sites in our network it would be relevant for.
- Based upon advertising commitments, we focus our efforts on keeping each website up-to-date with fresh content.
- Our editors monitor which sites are on track to achieve this goal and select which story they should write next by which site needs the most attention.
Our top tips for tech marketers:
- Relevance to an active issue - The most solid pitches come when the sender of the release relates the product or service back to a current news story and is informative. For example, the government has just been hacked to pieces by cybercriminals and your company offers cybersecurity solutions with expert opinions on the matter. Interesting! If not, then maybe you should consider a sponsored story.
- Unless it's big news we don't have time for interviews - As already mentioned, our editors are very time poor, so instead of offering to set up interviews with various people within the industry, in most cases, it is much easier (for both sides) to simply send through their thoughts on the matter via email.
- Sending to Newsdesk - If you send releases to an editor directly, they will just forward it to Newsdesk, so all you're doing is delaying the editorial consideration process.
Rather than sending releases to an editor’s email address, send them to firstname.lastname@example.org. Please only send ONE copy of a release - there is nothing more frustrating for editors than filtering through duplicates of the same release - or even worse, missing a great release because it was sent to the wrong place. Sometimes PR agencies in different regions modify the headline. Please refrain from doing this.
- Exclusives are valuable - If you have a relevant, interesting and exclusive release, send it to the above email. We’ll promptly turn it into a news story and feature it prominently across our relevant sites. Put "Exclusive" at the beginning of your subject line if relevant.
- Bylines and contributions - We receive hundreds of bylines and contributions every week, and we cannot run contributions pro-bono. If you would like to submit a contribution, contact one of our account managers or consider joining the Techday partner programme.
- Subject lines should read like headlines - They should include the brand and the announcement as this makes it easier to sort in Newsdesk, plus it makes your release stand out.
- Avoid PDFs and Word docs - Using attachments means we have to download the file on our end before we can view it. Simply having the release within the body of the email saves time, storage and makes your lead more appealing.
- Don't ask permission - We get a lot of emails asking, “Can we send you this press release?” This is a good way for leads to be forgotten. To boost your chances of publication, forget asking for permission and just send them through. When it comes to embargoes, sometimes we just don't have time to prepare a release before the embargo. If we don't respond in time, please send the press release to us once the embargo has lifted.
- Don't call or email us to ask if we've received your release - if you've sent it to the right place (see our contact email above), we've received it. We even check the spam folder daily to make sure nothing slips through. Calling or emailing us to follow up is unnecessary because disrupts our editors' workflows and just wastes everybody's time.
- Return the favour - Our team writing up your announcement costs us real money in wages. Work out ways you can support Techday in return. We have advertising, sponsored opportunities, case study writing and numerous other services available.
Following these simple tips will make lives on both sides of the press release easier, as it’s more efficient for us and improves your chances of being published.