Cách pitch truyền thông công nghệ châu Á, và điều gì bị phớt lờ

Asian tech reporters are busy, sceptical and flooded with pitches. Most of what they receive gets deleted in seconds, not because the products are weak, but because the pitches are generic. The brands that get covered do a few basic things right, and avoid the mistakes that mark an email as spam on sight.

What gets ignored

Certain patterns almost guarantee silence. Watch for these:

• A mass blast with no name, no beat, no local angle.
• Buzzword soup: AI-powered, revolutionary, world-leading, with nothing concrete behind it.
• No real news: a vague update dressed up as an announcement.
• A wall of text that buries the story in paragraph five.

Reporters can spot a template instantly, and a template tells them you did not do the work.

What earns a reply

The pitches that land are short, specific and useful. Aim for a clear subject line, a first sentence that states the news, and one reason this particular reporter should care. Offer a local hook, a real customer or a data point they can quote. Respect embargoes, name the market, and make it easy to say yes. Outlets like Tech in Asia, e27, KrASIA and Nikkei Asia reward reporters who are handed a story, not homework. Hand them a clean quote and a clear angle, and you make their job easier.

Brand first, then the pitch

A sharp pitch cannot rescue a fuzzy brand. If you cannot say what you stand for in one line, neither can the journalist. Cites X fixes the order: it sets your brand strategy first, then turns it into tight, on-brand pitches sent from your own inbox. After coverage runs, it reads how ChatGPT, Claude, Perplexity and Google describe you, so you know the story is landing.

Pitch like you mean it. Start on the self-serve plan and send your first proper pitch this week, or talk to our team for hands-on help.