How to work with the IT channel media

The IT channel can be a confusing subject to many people, even b2b tech PR pros. However, it’s incredibly important to the IT industry where indirect business models account for 64% of all IT sales.

Because channel journalism still seems somewhat of a dark art, it can be easy to get it wrong when pitching to journalists in this field. So, what makes a good channel story (hint: it’s not product news)?

Channel journalists write about the B2B IT sales channel. Since it’s a business conversation, the content needs to focus on sales, not products. Channel journalists don’t write about the bells and whistles of the latest technology – instead we want to know:

• What is the market opportunity for the channel?
• How can the channel partner grow their business on the back of this technology?
• How is the IT vendor supporting its channel (think certification, training, sales incentives, rebates, marketing funds)?

Christine Horton, a channel journalist and content creator specialist at TechComms provides more questions you could be asked during an interview.? Please review the full blog on TechComms, a b2b tech marketing and communications agency here.?