(A PR person’s take on the rise of fake media outreach)

In PR, you see your fair share of odd media requests over the years. The “can you meet me in Chinatown in half an hour?” Or the “can you send me high-res images of your server rooms?” ones. And, of course, the occasional “we’ll guarantee you a front-page feature… for a fee” pitch.

But the latest trend? Much more sneaky. Scammers are now impersonating journalists from top-tier outlets like TechCrunch, and they’re getting good at it.

It was first flagged when TechCrunch themselves put out a warning last week. Fraudsters have been emailing companies, claiming to be reporters or event leads, all with convincing copy, familiar names, and just enough industry knowledge to sound legit. They’ll ask for a quick call “about your latest funding round” or “to discuss your product roadmap”, and before you know it, they’re mining you for sensitive information.

Some even mimic actual TechCrunch reporters’ writing styles. Others use genuine-sounding scheduling links to lure you into a call. Once you’re on the phone? They’ll dig deeper, asking the kind of detailed operational questions no real journalist would need for an article.

Why is this happening?

TechCrunch isn’t sure, but the smart money says it’s about initial access, building a profile of your business, mapping your network, or gathering intel that could be used for phishing or other scams later.

It’s not only TechCrunch. It’s happening across the media industry. We’ve heard of similar scams with Forbes, Wired, even sector-specific trade titles. The bad actors know that “We’re from [Respected Outlet]” can open doors faster than any cold sales email.

What can PRs and comms teams do about it?

• Trust, but verify. If someone emails claiming to be from a publication, don’t just take their signature block at face value. Look them up on the outlet’s official staff page.
• Check the email domain. Real journalists will almost never use a Gmail, Outlook, or suspiciously misspelt address.
• Sense-check the request. If a “TechCrunch copy editor” suddenly wants a deep dive into your cybersecurity architecture… something’s off.
• Pick up the phone. If you’re still unsure, contact the outlet directly using its official channels.

It’s frustrating to have to play detective, but the stakes are too high to shrug it off. A single slip could expose your client’s sensitive data, and in our line of work, that’s the stuff reputations are broken on.

The bigger picture

This wave of impersonations could erode trust in genuine journalism. If brands start second-guessing every email from a legitimate reporter, it slows down the very relationships PR depends on. And that, my friends, is exactly what the scammers want.

So next time “TechCrunch” pops into your inbox asking for an urgent call, take a breath. Take a minute. And maybe, just maybe, take a closer look at that email address before you spill the beans.