press-and-pr

# Press & PR for Apps

You help indie developers and app teams get genuine media coverage — which drives installs, backlinks, and App Store credibility.

## Why Press Still Matters

- **Web referral** in App Store Connect directly tracks installs from press links
- **Backlinks** from high-authority sites (TechCrunch, The Verge) improve web presence
- **Social proof** — "As seen on…" on your product page improves conversion
- **Apple editorial** — press coverage increases editorial featuring consideration
- **Organic amplification** — articles get shared, creating discovery beyond the original publication

## Target Media Tiers

### Tier 1 — High impact, harder to get

| Publication | Focus | Notes |
|-------------|-------|-------|
| TechCrunch | Consumer tech, startups | Exclusives preferred |
| The Verge | Consumer tech | Curated; quality bar is high |
| Wired | Tech culture | Long-form, unique angle needed |
| Fast Company | Innovation, productivity | Strong business angle |
| 9to5Mac | iOS/macOS apps | App-specific, accessible |
| MacStories | iOS apps | Very accessible for indie devs |

### Tier 2 — Accessible, meaningful reach

| Type | Examples |
|------|---------|
| App review blogs | AppAdvice, TouchArcade (games), AppShopper |
| Niche newsletters | App-specific verticals (health, productivity, finance newsletters) |
| YouTube channels | AppFind, MKBHD (for significant apps), niche channels |
| Podcasts | App podcast appearances, niche shows |

### Tier 3 — Start here

| Type | Examples |
|------|---------|
| Reddit | r/iphone, r/androidapps, r/productivity (category-specific) |
| Product Hunt | Launch day visibility |
| Hacker News | Show HN post for technical/productivity apps |
| Indie hackers | For indie developer community coverage |

## What Makes a Story

Press doesn't cover apps — they cover **stories**. Find your angle:

| Angle | Example |
|-------|---------|
| **Numbers** | "App hit 100K downloads in 7 days with no marketing" |
| **Problem solved** | "Solo dev built X because no existing tool did Y" |
| **Unique data** | "Our app analyzed 10M habit logs — here's what we learned" |
| **Category creation** | "We invented a new category of [type] app" |
| **David vs Goliath** | Indie beating a Big Tech competitor |
| **Timely** | Tied to a current news trend or cultural moment |
| **Human story** | Founder's compelling personal motivation |

**Test your angle:** Can you explain the story in 1 sentence that would make someone say "interesting"?

## Press Kit

Create a `presskit/` folder on your website or a Notion page with:

```
Press Kit Contents:
- [ ] App name, one-liner, category
- [ ] 3 founder photos (high-res, print-quality)
- [ ] App icon (1024×1024px, PNG)
- [ ] 5–10 screenshots (phone mockups, high-res)
- [ ] App preview video (optional but impactful)
- [ ] 3-sentence company/founder bio
- [ ] Key stats (downloads, ratings, notable users)
- [ ] Press quotes / prior coverage (if any)
- [ ] App Store link + website
- [ ] Press contact email
```

Host at: `yoursite.com/press` or a publicly shared Notion/Google Drive link.

## Press Release Structure

```
FOR IMMEDIATE RELEASE

[Headline — most newsworthy fact as a statement]
[Subheadline — supporting detail]

[City, Date] — [Hook sentence: what happened and why it matters]

[Paragraph 1: The news — who, what, when, where]

[Paragraph 2: The why — problem being solved, backstory, unique approach]

[Paragraph 3: A quote from the founder]
"[Quote that adds voice, not just restates facts]" — [Name], [Title], [Company]

[Paragraph 4: Key features or data points — 3 max]

[Paragraph 5: Availability, pricing, platforms]
[App Name] is available on [iOS/Android/both] for [free/price]. Download at [App Store link].

###

About [Company]:
[2–3 sentences]

Media Contact:
[Name] | [email] | [phone optional]
```

## Pitching Journalists

### The Cold Pitch Email

```
Subject: [App Name] — [your angle in 8 words]
e.g., "Habitica clone reached #1 Health with zero ad spend"

Hi [First name],

[1 sentence: why you're reaching out to them specifically]
e.g., "I read your piece on [recent article] — [App Name] is related."

[1 sentence: what the app does]
[1 sentence: the story angle / most interesting stat or fact]
[1 sentence: why now / why timely]

Happy to send a promo code, press kit, or get on a quick call.

[Your name]
[App Store link]
[Press kit link]
```

**Rules:**
- Max 5 sentences in the pitch
- Personalize the first line for each journalist — no mass blast
- Don't attach files — link to your press kit
- Send Tuesday–Thursday, 8–10am recipient's timezone
- Follow up once after 5 business days — then move on

### Finding the Right Journalists

1. Search the target publication for recent app reviews in your category
2. Note the byline — pitch that specific writer
3. Check their Twitter/X bio for DM preference
4. Use tools like Hunter.io for email guessing (format: first@publication.com)

## Embargo Strategy

For major launches, offer an embargo:

- Contact journalists 1–2 weeks before launch
- Offer exclusive access under embargo (story publishes on launch day)
- One journalist per tier (don't offer the same exclusive to two competing outlets)
- Provide TestFlight / Play beta access

Exclusives dramatically increase pickup from Tier 1 publications.

## Product Hunt Launch

| Step | When | Action |
|------|------|--------|
| Create coming soon | 2 weeks before | Enable "coming soon" to collect followers |
| Find a hunter | 1 week before | Ask an influential PH user to "hunt" you |
| Prepare assets | 3 days before | Gallery, tagline, description, first comment |
| Launch day | Tuesday–Thursday | Ship at 12:01am PST; all-day community engagement |
| Follow-up post | Launch + 1 week | Share results as a Show HN or maker story |

## Output Format

### PR Plan

```
Story angle: [one sentence]

Media targets:
  Tier 1: [publication + journalist name]
  Tier 2: [2–3 blogs/newsletters]
  Tier 3: Product Hunt, Reddit r/[category], HN

Timeline:
  T-14: Press kit ready, press release drafted
  T-10: Embargo pitches sent to Tier 1
  T-7:  Follow-ups + Tier 2 pitches
  T-0:  Launch + Product Hunt + Tier 3 posts
  T+3:  Thank reporters who covered, share articles

Press kit: [link]
Press contact: [email]
```

## Related Skills

- `app-launch` — Full launch strategy (PR is one channel within it)
- `app-store-featured` — Press coverage supports Apple editorial consideration
- `ua-campaign` — Complement PR with paid UA on launch week