June 21, 2012
Today's Journalist Pitching Tip:Rachel Arndt
Assistant Editor, Popular Mechanics
Arndt recently boarded to assist with technology coverage. She is a good contact for innovative new gadgets, especially if you can offer an exclusive or at least get her the info before the technology has been widely covered. She will consider the "wow factor," and the potential for describing the underlying technology. "We like to get into how things work by taking them apart and explaining the workings," she says. Her interests include innovative medical devices, primarily those targeted at consumers, though she will also consider devices used by doctors. She generally wants PR pros to be selective, and it is a good idea to look at recent issues to get a better sense of what might work. Ultimately, she would like to have access to the device, but when pitching her, you should begin with a photo. She is also open to deskside product demos. Reach her via email. Keep in mind she works on a long lead time and embargoes help.