Press Media

Press & Media Outreach

Get press coverage and media attention for your indie Apple app. Covers everything from press kit preparation to finding the right journalists to crafting pitches that get responses.

When This Skill Activates

Use this skill when the user:

• Wants press coverage for their app
• Is preparing for a launch and wants PR
• Wants to create a media kit or press kit
• Is looking for reviewers, bloggers, or YouTubers
• Asks about getting featured by Apple-focused outlets
• Wants to pitch their app to podcasts

Process

Step 1: Gather Context

Ask the user via AskUserQuestion:

1. App details: What does the app do? What platform(s)? 2. Launch timing: When is/was the launch? Is this a new app or major update? 3. Story angle: What makes this app unique or interesting? 4. Previous coverage: Have you been covered before? Any existing press kit? 5. Budget: Any budget for PR, or purely organic outreach?

Step 2: Press Kit Preparation

A press kit makes it easy for journalists to write about your app. If they have to hunt for information, they will skip you.

Required Assets

Fact Sheet Template

APP NAME: [Name]
DEVELOPER: [Your Name / Company]
LAUNCH DATE: [Date or "Available Now"]
PRICE: [Free / $X.XX / Free with subscription ($X.XX/mo)]
PLATFORMS: [iOS / macOS / iPadOS / watchOS / visionOS]
REQUIREMENTS: [iOS 17+ / macOS 14+]
WEBSITE: [URL]
APP STORE: [App Store link]
PRESS KIT: [URL to downloadable press kit]
CONTACT: [press@yourdomain.com]

KEY FEATURES:
- [Feature 1]: [One sentence description]
- [Feature 2]: [One sentence description]
- [Feature 3]: [One sentence description]
- [Feature 4]: [One sentence description]
- [Feature 5]: [One sentence description]

WHAT MAKES IT DIFFERENT:
[2-3 sentences on unique value proposition]

Press Kit Hosting Options

Recommendation: A simple /press page on your website with downloadable ZIP of all assets. Include everything inline so journalists can copy-paste without downloading.

Step 3: Finding Relevant Journalists and Outlets

Build a targeted list of 20-30 contacts. Quality over quantity — 20 personalized pitches outperform 200 generic ones.

Apple-Focused Outlets

Tier 1 — Major Coverage (hardest to get, biggest impact)

Tier 2 — Focused Coverage (more accessible, strong reach)

Tier 3 — Niche and Community (most accessible, targeted reach)

YouTube Reviewers

Search for "best iOS apps" or "best Mac apps" on YouTube. Look for:

• Channels with 10K-500K subscribers (large enough for reach, small enough to respond)
• Recent uploads (active channel)
• Previous indie app coverage (not just major apps)
• Professional review style (not just listicles)

Podcast Hosts

Step 4: Pitch Timing

When to Reach Out

Best Days and Times

• Best days: Tuesday, Wednesday, Thursday
• Best time: 9-11 AM in the journalist's time zone
• Worst days: Monday (inbox overload), Friday (winding down)
• Avoid: Major Apple events (WWDC, iPhone launch, iPad event), CES week, holiday weeks

Follow-Up Cadence

• Send initial pitch
• Wait 5-7 business days
• Send ONE follow-up (add new info or angle, don't just repeat)
• If no response after follow-up, move on — do NOT keep emailing
• Never guilt-trip or get frustrated in follow-ups

Step 5: Embargo Strategy

Embargoes let you give journalists early access in exchange for coordinated coverage on launch day.

Exclusive Strategy (Tier 1)

1. Pick ONE top-tier outlet that covers your app's category 2. Offer 1-2 week exclusive access before launch 3. Provide TestFlight build, press kit, and personal demo offer 4. Agree on publish date (your launch day) 5. Benefits: deep review, stronger relationship, headline coverage

Broader Embargo (Tier 2-3)

1. After exclusive is confirmed, invite 5-10 outlets under embargo 2. Set clear embargo lift date and time (usually launch day, 9 AM ET) 3. Include TestFlight link and press kit 4. Benefits: wave of coverage on launch day

Rules of Embargoes

• Always put embargo date/time in writing
• Honor the exclusive — don't give the same story to competitors
• If someone breaks embargo, never work with them again
• Be understanding if a small outlet publishes early by accident

Step 6: Story Angles That Get Coverage

Journalists don't write about apps — they write about stories. Frame your pitch around a story, not a feature list.

Story Angles That Work for Indie Developers

The Solo Developer Story

• "I quit my job at [Big Tech] to build the app I always wanted"
• "I built this while recovering from [life event]"
• "A 22-year-old student built a top-rated [category] app"
• Why it works: readers love underdog stories

Scratching Your Own Itch

• "I couldn't find a [category] app that [specific need], so I built one"
• "As a [profession], I needed [specific tool] — it didn't exist"
• Why it works: authentic, relatable, shows deep domain knowledge

Innovative Apple Technology Use

• "First app to use [new iOS/macOS feature]"
• "Built entirely with SwiftUI and [new framework]"
• "Uses on-device ML for [clever application]"
• Why it works: Apple-focused outlets love showcasing platform capabilities

Privacy-First Alternative

• "A [category] app that keeps your data on your device"
• "No accounts, no servers, no tracking"
• Why it works: privacy is a hot topic, especially for Apple audience

Accessibility Champion

• "Designed VoiceOver-first for visually impaired users"
• "Built to help people with [condition]"
• Why it works: feel-good story, Apple values accessibility

Design Excellence

• "What happens when a designer builds their own app"
• Award-worthy UI/UX (Apple Design Awards angle)
• Why it works: Apple-focused outlets value design deeply

Story Angles That Do NOT Work

• "My app is better than [competitor]" — sounds petty
• "My app has 50 features" — feature lists are boring
• "My app is the best [category] app" — let reviewers decide
• "I need coverage to grow" — journalists are not your marketing team
• "Check out my app" (no angle at all) — gives them nothing to write about

Step 7: After Coverage

When You Get Coverage

1. Thank the journalist publicly (tweet/post) and privately (email) 2. Share the article on all your channels 3. Add "As featured in..." to your App Store description and website 4. Screenshot the coverage for future press kit 5. Note which angle worked — use it for future pitches

When You Don't Get Coverage

• Do NOT send angry or disappointed emails
• Evaluate: was the pitch personalized? Was the timing right? Was the angle strong?
• Try a different angle next time (update, milestone, seasonal)
• Build the relationship anyway — comment on their articles, engage on social media
• Remember: most pitches don't get responses. A 10-20% response rate is normal.

Reference Files

See pitch-templates.md for:

• Launch pitch email template
• Update/feature pitch template
• Story angle pitch template
• Podcast pitch template
• Follow-up template

Output Format

Present outreach plan as:

# Press Outreach Plan: [App Name]

## Press Kit Status
- [ ] App icon (1024x1024)
- [ ] Screenshots (X screens, framed and raw)
- [ ] Description (short / medium / long)
- [ ] Developer bio and photo
- [ ] Fact sheet
- [ ] Press kit hosted at [URL]

## Story Angle
**Primary:** [The main story angle]
**Secondary:** [Backup angle if primary doesn't land]

## Target List (20-30 contacts)

### Tier 1 — Exclusive Target
| Outlet | Contact | Why Them |
|--------|---------|----------|
| [outlet] | [name] | [reason] |

### Tier 2 — Embargo Group
| Outlet | Contact | Why Them |
|--------|---------|----------|
| ... | ... | ... |

### Tier 3 — Broad Outreach
| Outlet | Contact | Why Them |
|--------|---------|----------|
| ... | ... | ... |

## Timeline
| Date | Action |
|------|--------|
| [T-3 weeks] | Send exclusive pitch to Tier 1 |
| [T-2 weeks] | Send embargo pitches to Tier 2 |
| [T-1 week] | Send broad pitches to Tier 3, follow up Tier 1 |
| [Launch day] | Embargo lifts, social media push, Product Hunt |
| [T+1 week] | Thank journalists, share coverage |

## Pitch Drafts
[See pitch-templates.md for templates, customize for each contact]

References

• pitch-templates.md — Email templates for all pitch types
• community-building/ — For organic promotion via social media
• app-store/ — For optimizing the product page journalists will link to

Pitch Templates

Email templates for press and media outreach. Customize every template for each recipient — generic mass emails get ignored.

General Tips (Apply to All Templates)

• Subject line: Keep under 60 characters, include app name, be specific
• Opening line: Reference something the journalist recently wrote or covered — proves you did your homework
• Body: Under 200 words total. Journalists receive hundreds of emails daily.
• One screenshot inline: Embed one compelling screenshot directly in the email (not as attachment)
• Links: Include App Store link, press kit link, TestFlight link (if pre-launch)
• Call to action: One clear ask — "Would you like a TestFlight invite?" or "Can I send a promo code?"
• Signature: Name, title, website, social media handle

---

Template 1: Launch Pitch

Use for new app launches. Best sent 2-3 weeks before launch.

Subject: [App Name] — [One-Sentence Value Proposition] (launching [date])

Hi [First Name],

I loved your recent piece on [their article/topic] — [brief, genuine comment showing you read it].

I'm reaching out because I'm launching [App Name], a [category] app for [platform] that [one sentence explaining what it does and why it matters].

[App Name] is different because [unique angle — privacy-first / solo developer story / innovative tech use / solves a specific problem]. [One sentence expanding on the story angle.]

Key details:
- Launch date: [date]
- Price: [free / $X.XX / subscription at $X.XX/mo]
- Platforms: [iOS 17+ / macOS 14+]
- Press kit: [URL]

[Embedded screenshot — choose your most visually impressive screen]

I'd love to offer you early access via TestFlight if you're interested. Happy to answer any questions or hop on a quick call.

Best,
[Name]
[Website] | [Twitter/X handle]

---

Template 2: Major Update Pitch

Use for significant feature updates. Best for apps that already have some users.

Subject: [App Name] [version] — [headline feature] now available

Hi [First Name],

[App Name] just shipped its biggest update yet, and I thought it might interest you given your coverage of [relevant topic/category].

What's new in [version]:
- [Feature 1]: [one sentence — the hero feature]
- [Feature 2]: [one sentence]
- [Feature 3]: [one sentence]

The headline feature, [Feature 1], lets users [specific benefit]. I built it because [brief story — user request / personal need / new Apple API].

[App Name] now has [social proof — X downloads / X rating / featured by Apple]. This update is free for existing users.

Press kit with new screenshots: [URL]
App Store: [URL]

Would you be interested in taking a look?

Best,
[Name]
[Website] | [Twitter/X handle]

---

Template 3: Story Angle Pitch (Developer Story)

Use when the story is about YOU, not just the product. Best for outlets that cover indie developers.

Subject: [Compelling one-line story hook]

Hi [First Name],

I've been following your coverage of indie developers, especially [specific piece they wrote]. I have a story that might resonate with your audience.

[2-3 sentences telling your story — why you built this app, what personal experience drove it, what makes your journey unusual or interesting.]

The result is [App Name], a [category] app that [what it does]. [One sentence on traction or reception — downloads, ratings, user testimonials, Apple feature.]

I'm not just pitching an app — I think there's a story here about [broader theme: indie sustainability / building for accessibility / leaving big tech / solving personal problems with code]. I'd be happy to share more details or do an interview.

App Store: [URL]
Press kit: [URL]

Thanks for considering,
[Name]
[Website] | [Twitter/X handle]

---

Template 4: Podcast Pitch

Use for podcast hosts. Keep it shorter — they need to see interview value, not just app features.

Subject: Podcast guest pitch — [one-line hook about your story]

Hi [Host Name],

I'm a listener of [Podcast Name] and particularly enjoyed your episode about [specific episode]. [One genuine sentence about why it resonated.]

I'm [Name], an indie developer who [brief personal hook — quit FAANG / built app while traveling / went from zero to $X revenue / overcame specific challenge]. I recently launched [App Name], a [category] app that [one sentence].

I think your listeners would enjoy hearing about:
- [Topic 1 — something practical they can learn from]
- [Topic 2 — a challenge you faced and how you solved it]
- [Topic 3 — a broader insight about indie development]

I'm comfortable on mic and can keep things conversational. Happy to work around your schedule.

Best,
[Name]
[App Name] — [URL]
[Twitter/X handle]

---

Template 5: Follow-Up

Use exactly once, 5-7 business days after the initial pitch. Add new information — do not just repeat the original pitch.

Subject: Re: [original subject line]

Hi [First Name],

I wanted to follow up on my email from last week about [App Name].

Since then, [add one piece of new information]:
- "[App Name] was just featured in [Apple editorial / another outlet / award]"
- "We hit [milestone — 1,000 downloads / 4.8 star rating / featured by Apple]"
- "I just shipped [new feature] that I think adds to the story"
- "A user shared this testimonial: '[brief quote]'"

If the timing isn't right or [App Name] isn't a fit for your coverage, no worries at all — I appreciate your time either way.

Press kit: [URL]
TestFlight: [URL]

Best,
[Name]

---

Personalization Checklist

Before sending ANY pitch, verify:

• [ ] Used the journalist's first name (spelled correctly)
• [ ] Referenced a specific recent article they wrote
• [ ] Explained why THIS journalist is the right person for THIS story
• [ ] Kept total email under 200 words
• [ ] Included one inline screenshot
• [ ] Included press kit and App Store links
• [ ] Proofread for typos (nothing kills credibility faster)
• [ ] Sent on Tuesday-Thursday, 9-11 AM in their time zone
• [ ] Subject line is specific and under 60 characters

What NOT to Do

• Do not send identical emails to multiple journalists at the same outlet
• Do not CC or BCC multiple journalists (always individual emails)
• Do not attach large files (link to press kit instead)
• Do not use "Dear Sir/Madam" or "To whom it may concern"
• Do not send more than one follow-up
• Do not pitch on the same day as a major Apple event
• Do not ask "did you get my email?" — it's passive-aggressive
• Do not offer payment for coverage (violates journalistic ethics)
• Do not get upset or respond negatively if they don't cover you