[irdial]

Tech journalists for the most part are journalists first, and interested in tech second. This is why you need to pitch your idea through a PR company, and never "cold call" send it yourself. Journalists do not have the ability to see why something is interesting or different; that is why they are journalists reporting on what others are doing and not devevlopers or doers themselves.

If you want your idea to get noticed, you need to either know a journalist personally and ask a favour, or throw a free drinks launch party, RSVP. Then you will get some results. Failing both of those, you need to hire specialist PR to push your message. They do all the things you cannot do; offer freebies down the road, invitations to parties, access to celebrities in whatever field, scoops, etc.

The other way to generate interest is to avoid the press entirely, and go directly to the public by whatever means is convenient and cost effective. If you've written a new Perl Module, suggesting it to TechCrunch will not get you anywhere, but posting on a relevant forum will. Of course, TechCrunch cant tell what is interesting in advance, wether its a Perl Module or some new consumer device no one has heard of or thought of before.

Then there is the problem of noise. Even if all journalists were capable of understanding the ideas and products that are sent to them, and the way these ideas and products will interact with other parts of the economy six level in, they do not have time to look seriously at everything that is sent to them, and so they must use some form of filter. A convenient one is the PR firm, that packages, and contextualizes the idea for them, so that ideally, they do not even have to do any writing themselves, they just copypasta the press release and photos that are handed to them on a plate. From their point of view, this is ideal. They get their work done for them, they are made to look like they have their finger on the pulse of the hottest ideas, and they don't have to do any writing or research or photography themselves.

This is the reality of not only tech news, but of all news where new products are mentioned. Its not news, its all pure Public Relations, which is all about ego, money, freebies and status. There are notable exceptions of course, and if you find them, you must tailor your approach accordingly.