press-media

What this skill does

# 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

| Asset | Specification | Notes |
|-------|--------------|-------|
| App icon | 1024x1024 PNG, no rounded corners | Journalists crop it themselves |
| Screenshots | 5-8 key screens, with and without device frames | Both raw and framed versions |
| App description (short) | 1 sentence, < 150 characters | For quick mentions |
| App description (medium) | 1 paragraph, 3-4 sentences | For brief coverage |
| App description (long) | 3 paragraphs | For feature articles |
| Developer bio | 2-3 sentences about you | Include relevant background |
| Developer photo | Headshot, 800x800+ | Professional but approachable |
| Fact sheet | Structured data | See template below |
| Promo video | 30-60 seconds (optional) | Dramatically increases coverage odds |

#### 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: [[email protected]]

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

| Option | Cost | Pros | Cons |
|--------|------|------|------|
| presskit.html on your website | Free (hosting cost) | Professional, SEO benefits | Requires web dev |
| Notion page | Free | Easy to update, looks clean | Less professional URL |
| GitHub repo | Free | Easy asset downloads | Slightly technical feel |
| presskit() generator | Free | Industry standard format | Template-based |
| Dedicated presskit page | Free-$10/mo | Purpose-built for press kits | Another service to manage |

**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)**
| Outlet | Focus | Best For |
|--------|-------|----------|
| MacStories | In-depth iOS/Mac app reviews | Thoughtful, well-designed apps |
| 9to5Mac | Apple news and app coverage | News-worthy launches and updates |
| The Verge | Tech culture and reviews | Apps with broad appeal |
| TechCrunch | Startup and tech news | Apps with a business/funding angle |
| Daring Fireball | Apple commentary | Apps John Gruber would personally use |

**Tier 2 — Focused Coverage (more accessible, strong reach)**
| Outlet | Focus | Best For |
|--------|-------|----------|
| iMore | Apple ecosystem guides | How-to and practical apps |
| Six Colors | Apple analysis (Jason Snell) | Productivity and creative tools |
| Club MacStories | App discovery | Polished, design-forward apps |
| TUAW / Cult of Mac | Apple enthusiast coverage | Consumer-friendly apps |
| Indie App Santa | Indie app promotion | Well-designed indie apps |

**Tier 3 — Niche and Community (most accessible, targeted reach)**
| Outlet | Focus | Best For |
|--------|-------|----------|
| SwiftUI Weekly / iOS Dev Weekly | Developer newsletters | Developer tools and technical apps |
| Product Hunt | Launch platform | Any new app launch |
| Hacker News | Tech community | Technical or privacy-focused apps |
| Category-specific blogs | Niche audiences | Apps serving specific verticals |

#### 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

| Podcast | Focus | Format |
|---------|-------|--------|
| AppStories (MacStories) | App discovery and discussion | Weekly discussion |
| Launched (Charlie Chapman) | Indie developer stories | Interview |
| Under the Radar (Marco/David) | Indie development | Discussion |
| Stacktrace | Apple dev and design | Discussion |
| Core Intuition (Jalkut/Simmons) | Indie Mac/iOS | Discussion |
| Accidental Tech Podcast | Apple tech (if relevant) | Discussion |

### Step 4: Pitch Timing

#### When to Reach Out

| Timing | Action |
|--------|--------|
| 3-4 weeks before launch | Reach out to Tier 1 outlets for exclusive/embargo |
| 2-3 weeks before launch | Broader outreach to Tier 2 and 3 |
| 1 week before launch | Follow up with non-responders (once only) |
| Launch day | Share on social media, Product Hunt, Hacker News |
| 1 week after launch | Thank journalists who covered you |

#### 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-ra