Media Coffee | Earning Coverage in Canada's Tech Media with BetaKit's Josh Scott
In this episode of Media Coffee, Josh Scott, Lead Reporter at BetaKit, explores Canada's evolving tech media landscape and what it takes to earn coverage in a competitive news environment. He shares how journalists evaluate startup stories, why exclusives remain valuable, how AI is reshaping technology reporting, and what communicators can do to stand out.
Key Takeaways:
Canada still has relatively few journalists and publications dedicated to covering tech and startups. Despite the rapid growth of the technology sector, that has changed little over the past five years, making it important for companies to build meaningful relationships with these reporters.
Make it easy for journalists to find and understand the news. Press releases should clearly explain complex technologies and lead with the key announcement, making it easier for reporters to quickly understand the story without having to dig for the news.
Exclusive stories remain highly valuable. Providing a publication with exclusive access to news or interviews can increase the likelihood of coverage, as journalists often prefer reporting original stories before they become widely available elsewhere.
Standing out requires more than mentioning AI. With journalists receiving countless AI-related pitches, companies need to offer genuinely new insights, meaningful innovation, or a unique angle to capture attention.
You can watch the full interview with Josh across the page, and our full Media Coffee archive is available to watch here.