Writing in PR Week, Brad White provides a good reminder (and some good examples) for why complete stories are important when pitching reporters:
"My journalist friends often regale me with stories of being pitched by PR pros who simply don't grasp what they need to do a story, which is far more than just a good idea. Sadly, [ideas] are a dime a dozen. It's a human face that they need, a way to make readers and viewers care."
"When I pitch reporters, I only do so after I know I can help them 'tell a story,' complete with the human faces that will bring it to life. I actually can see the finished story in my head before I ever pick up the phone to call a journalist."
Even for the most technical of products, one that's buried deep inside a system or network, there will be a story of the new capabilities or results it will bring to some person, somewhere. Find those applications, those users, and develop your story.
For a new product, this may mean stories about potential uses and benefits for customers. For an existing product, it means looking through your case studies or talking with customers for stories that can be shared with journalists.