“When you pitch TechCrunch you need to be thinking about that kind of storytelling — and when you pitched 9to5 Mac you don't send them the same pitch that you sent to the writer at TechCrunch, you send them a totally different pitch.”

Match your pitch to the outlet's job-to-be-done — 9to5Mac and TechCrunch need totally different pitches

9to5Mac covers new apps as a service to enthusiasts who want to know what exists — they care about design, features, and novelty. TechCrunch covers companies as historical artifacts in an industry narrative — they care about what changes and why it matters to builders and investors. Sending the same pitch to both signals you haven't done the homework and reduces the chance either publishes.