This is good advice, although I would also caution that every journalist has different habits. Some journalists will only publish news that's under embargo, others will only publish news that's happening that day. Some want assets included right in the email, some won't open it if they see there are attachments. After working on hundreds of campaigns, we believe that this embargo strategy is the most effective. Per your advice, this is why we also recommend reaching back out right when the the embargo lifts with the full media kit.

The insight here into TechCrunch is too true unfortunately. It's every startup's dream to be in TechCrunch, but we see publications like VentureBeat have much better engagement.