How to get featured in tech media

In the fast-moving tech media landscape across Australia and New Zealand, the distance between a game-changing announcement and a deleted email can be measured in seconds.

For founders and marketing leaders at early-stage and scaling businesses, the pressure to secure media attention is constant. You have built the product, secured investment and started gaining traction. The next step is making sure the right people know about it.

The reality is that tech journalists across ANZ are more time-poor than ever. Newsrooms are leaner, the cycle moves faster and the volume of startup activity continues to grow. A generic press release is no longer enough to capture attention. More often, it adds to the noise.

At Adhesive, we take a different approach. We do not rely on large distribution lists. We find your story, we help you earn it and we make it stick.

If you are looking to strengthen PR for your startup in Australia or grow your brand’s presence across the Tasman, this is how you move beyond the inbox and into meaningful coverage.

Understand the local nuance

One of the most common mistakes global brands make is treating Australia and New Zealand as a single market.

While the two are closely connected, the media landscapes are distinct. To pitch effectively, you need a local lens. If you are based overseas and approaching a journalist in Sydney or Auckland, you should be able to point to an Australian or New Zealand customer story, local hiring plans or a clear reason why your global news is relevant to their readers.

Relevance matters more than reach.

It is not always about the product

Journalists are rarely interested in product features alone. Features describe what you do. Stories explain why it matters.

In the tech space, coverage often centres on a broader context. This could be a funding milestone in a challenging market, the way your technology is addressing a specific problem for local businesses, or the founder perspective behind why the company exists.

Before sending a pitch, ask whether the story would hold your own attention in a crowded feed. If the answer is uncertain, the angle may need further work.

The practicalities of a pitch

A strong pitch is clear and respectful of the journalist’s time.

Your subject line is your introduction. It should be direct and descriptive. If you have an exclusive, say so. If your story includes meaningful data, lead with it.

The opening lines should explain why the story matters now. A local angle or a relevant insight early on can make the difference between interest and deletion.

Avoid attaching large files unless requested. Place the core of the story in the email body and provide a link to additional materials where needed.

Why earned matters more than ever

For emerging and high-growth brands, credibility is essential.

In a search environment shaped by AI tools, authority and reputation play an increasing role in how information is surfaced. Coverage in trusted outlets acts as a signal of expertise and relevance that paid placements cannot replicate.

When a founder is quoted as an expert in their field, it builds more than awareness. It supports category leadership and reinforces trust with potential customers, partners and investors.

Staying agile, human, and ambitious

When we work with both growth-stage and well-established brands, we aim to act as a strategic partner. That means being agile enough to respond to emerging opportunities, while also challenging whether an announcement genuinely deserves attention.

Strong PR begins with strong storytelling. The goal is not only to secure coverage but to create an impact that supports business growth. A thoughtful piece of earned media can help qualify leads, build familiarity and begin conversations on firmer ground.

At Adhesive, we focus on stories that resonate. Stories that are understood. And stories that stick.