Press at CES: Behind the Pitch That Gets Coverage

You're prepping for CES 2026. Booth design. Demo units. How about your PR strategy?

Every major tech journalist will be there. Wirecutter. TechRadar. The Verge. CNET. Wired. They're ALL looking for stories. This is your shot to get on their radar.

We’ll cover:
→ When should you actually start your PR outreach?
→ Can you DIY this or do you need an agency?
→ What makes a journalist take the meeting?

Key Takeaways:

• Relationship building > coverage chasing – For startups, CES is about building journalist relationships, not just landing on "Best of CES" lists

• Follow-ups are everything – Even emails that don't convert to meetings can be wins if they start a relationship

• Temper your expectations – NVIDIA, LG, Samsung will dominate coverage. Focus on your lane.

• Make it personal – Reference their past coverage, show you understand their beat

• Be brief and persistent – Journalists appreciate concise, relevant pitches with appropriate follow-up

• Timing matters – Start outreach 2-3 months before CES, but don't stop even if you're "late"

• Hire experts if you can afford it – Especially freelancers with CES experience who cost less than big agencies

• Monthly retainers aren't always worth it – For startups with 1-2 launches per year, project-based work makes more sense

• Budget realistically – In-person meetings, dinners, and activations add up fast

• You don't need a booth to win – Schedule coffee meetings, attend parties, leverage press briefings

• Virtual events work – Pre-CES virtual media briefings can help you secure meetings before the show

• Have a follow-up plan – Don't let relationships die after the show (even when you're sick or on vacation)

• Product seeding takes time – Send products to journalists who expressed interest, but understand coverage may take weeks or months

• They're table stakes – You need one, but it won't get you coverage alone

• Combine with personal outreach – Press releases + targeted journalist outreach = better results

Timestamps:

[00:01:14]CES by the Numbers Anna and Barry discuss the scale of CES (142K attendees, 1,400 startups) and the investment required to exhibit

[00:04:29] The Relationship Building Approach Why startups need to recalibrate expectations and focus on building journalist relationships rather than just chasing coverage

[00:06:56] Agency vs DIY: When to Hire Help The case for hiring PR experts (especially freelancers), budget considerations, and when to go it alone

[00:11:09] Finding the Right Journalists How to research and identify journalists who actually cover your category, using tools and understanding their beats

[00:14:35] What Makes a Successful Pitch The anatomy of a pitch that gets responses: personalization, brevity, persistence, and showing you understand their work

[00:17:18] Pre-Launch vs Post-Launch PR Timing When to start outreach, why 2-3 months before CES is ideal, and how to think about your product readiness

[00:20:32] Building Genuine Relationships Moving beyond transactional pitches to creating real connections with journalists that last beyond one show

[00:22:09] Press Releases: Do You Need One? They're necessary but not sufficient for coverage

[00:24:06] Awards & "Best of CES" Lists Innovation awards and how to approach them strategically

[00:25:19] Product Seeding Strategies When and how to send products to journalists, and managing expectations around coverage timing

[00:26:42] PR Opportunities for Non-Exhibitors Alternative strategies for startups on a budget

[00:28:32] The Critical Follow-Up Plan Post-CES relationship nurturing and why most startups drop the ball after the show

[00:32:33] Barry's Services & Final Tips Virtual media briefings, influencer marketing, and essential survival tips for CES week