The Verge: CES Edition

If you’ve ever pitched media, you know the journey from idea to pitch to coverage is not always a straight line. Far from it — coverage takes intentionality, creative thinking, and patience.

This newsletter shares our experiences to help pitch your next big win and create lasting media relationships.

In November’s edition:?

• Carver Nicole (Brief) Curro Curro discusses how she secured a hit in The Verge for our sex tech client at the 2024 Consumer Electronics Show (CES). ??
• We break down Nicole’s actual pitch. Around CES, reporters' inboxes are flooded, so get straight to the point. ???
• Nicole’s Q&A highlights the nuances of pitching CES media and the unspoken etiquette of the showroom floor. ??

?? WATCH: Nicole on the Nuances of Pitching Reporters for CES

?? SEE: The Pitch That Won the Reporter Over?

?? READ: Nicole’s Thoughts on Securing CES Coverage

Q: You’ve been to CES quite a few times now. How much coverage would you say comes from already-established media relationships versus new ones made for the show?

Nicole: Typically, the majority of coverage comes from already knowing the reporters and connecting with them before or during the event. When we go to CES media showcases like Pepcom and Showstoppers, the reporters know our faces and approach us, which helps us secure more opportunities – and results – for the clients we’re on-site with.?

That said, there’s definitely opportunity to make new connections at industry shows like CES and Toy Fair – usually stemming from pre-event outreach and then having the opportunity to meet on-site in person.

Q: What are your best pitch tips for breaking through the noise with CES reporters without a previous connection?

Nicole: Reporters’ inboxes are flooded with CES pitches, but here are some things to remember when trying to secure a new relationship:

• Use clear and succinct subject lines in your email pitches. Reporters receive hundreds of pitches around CES and other topics, so get to the point quickly.
• Connect the dots for a reporter so they understand why you’re reaching out. Show them you know if they covered the topic – or even your competitor – once before. In either case, personalizing the pitch always helps capture and maintain their attention.
• Send a LinkedIn connection request to them right after you press send on your email. I’ve found that helps the reporter recognize your name and read your pitch in a cluttered inbox.?

Q: When you’re on the ground at the show, is there any media etiquette people should know?

Nicole: Get all your press materials over to the media before they leave for Vegas. The show is hectic and most reporters are not sitting in front of their computers waiting for a press release. Embargo the materials and send them early.?

Give reporters grace when it comes to maneuvering around the event. It’s busy and everyone is trying to make their appointments on time. Also, schedules shift and unexpected changes happen. Go with the flow, keep communication open, and adjust on the fly.?

Lastly, while this is Vegas and there are bad influences everywhere, the expectation is to remain professional (believe it or not).

Q: You mentioned in the video that media outlets now heavily lean into their social feeds for floor coverage. Does this impact how you pitch, the angle of your story, or how you prep spokespeople?

Nicole: We’ve seen a huge shift in how the media covers CES — with social media. In 2024, we didn’t see many big camera crews. Instead, we saw iPhones recording footage, and stories break on social media before they hit the digital news site.

The way publications handle social media coverage varies per outlet. Some assign one reporter or a few managing editors to attend the show and run social coverage – The Verge sent Victoria Song – while others send their full social media team.?

Regardless, when prepping your booths, think about social media coverage similar to TV opportunities. Keep your narrative concise and to the point. The more visual and demonstrable your setup is, the better because it means there’s a greater chance for inclusion.

Coupled with traditional media, social offers another way to reach and engage your audience, as well as potential audiences who don’t attend CES. Take it seriously and be prepared!

Q: What do you expect to see at CES 2025?

Nicole: Our CEO and founder, David Barkoe, is a judge for the CES Innovation Awards and expects to see a lot of Artificial Intelligence at the 2025 show, like last year. The most successful AI products at CES won’t just claim they have it; they will lean into how they truly solve a problem consumers have with their technology.

Expect to continue seeing various iterations of AR/VR products, including entertainment and enterprise applications. From full masks to more glasses-style wearables, AR/VR will look to integrate into everyday life seamlessly.

Q: Do you have any unconventional tips for building relationships with reporters?

Nicole: Don't be afraid to grab reporters "blindly" while on-site at shows like CES. Spark a conversation and see what happens from there.?

We've made lasting relationships from politely grabbing a reporter's arm at Pepcom or Showstoppers and asking what they're looking for at the show, what they liked, or even what they hated.

After all, we're in the business of communication, so being able to communicate in person and maximize show presence is crucial to success!

?? MEET OUR PR EXPERT: NICOLE (BRIEF) CURRO ??

Nicole is based in New York and is one of our resident PR and pitching pros at Carve. She’s secured coverage in Forbes, The Today Show, CNET, TechCrunch, The View, and more. When she lands a dream feature placement for a client, it re-affirms why she loves public relations.

Thank you, Nicole, for your insights! You can find Nicole and our team at CES 2025 with our clients. If you’d like our help with your CES strategy, reach out to our team.

For our next installment in January, subscribe to our How’d You Get That Hit newsletter and follow us on LinkedIn.

BEFORE YOU GO...

• Read our previous issue on repurposing executive stories for media. From an internal interview with an executive to feature coverage in Business Insider, there are more media opportunities in owned content than you might think…
• Sign up for our monthly "Carved Out" update. Our "Carved Out" email newsletter takes a holistic approach to the industry. We discuss perspectives on sustainable PR tips and tricks, content and thought leadership strategy, creative inspiration, and more.
• Develop your media strategy for CES 2025. From awards to events to media on the showroom floor, there’s a lot of ground to cover before CES even starts. Make sure you’re covered with our guide to acing the show.