... your routine: Read the outlets read by your target audience, and pay attention to what s being covered (and what s not). Follow relevant reporters on X and other social platforms. Set up Google News alerts on your competitors, industry keywords, and emerging trends. (Athena, for example, might have had alerts for Google + Search + AI and noticed Katherine s byline appearing frequently.) If you keep tabs on these changes, you ll know when to pitch a bigger-picture story early ... ... recognizable company? Do you have surprising growth or customer data that gives a new perspective on the market? Do you have investors with strong name recognition? So what might have intrigued WSJ about Athena? Here s what I gleaned