Two tips for tech PR people:
Get to the point right away. Get to the point, get to the point, get to the point. I am literally scrolling through hundreds of PR pitches every day, looking for two or three a week that I might write about. ANYTHING that speeds up this process will bump a pitch incrementally higher to the top. Embed content in the email rather than sending it as an attachment — that’s particularly true for Microsoft Word documents. Eliminate ALL throat-clearing prior to getting started. Even salutations (“Hi, Mitch! How is your Monday going?”) are superfluous.
Don’t start your email telling me something I — and my readers — already know. Don’t tell me that the cloud is becoming more popular, or that networks are under attack by hackers, or that software-defined networking delivers cost benefits and added flexibility. If the first paragraph of your email starts with something as kindergarten-level as that, it makes it hard for me to read any further.