Press Outreach

Triggers

• press outreach
• get press coverage
• contact journalists
• press pitch
• media outreach
• tech press
• press release
• journalist outreach
• get featured
• press for launch
• media coverage
• tech journalist
• get written about
• press list

Instructions

Why Press Matters

Press gets you mainstream users outside your niche bubble — people you can't reach through Product Hunt or Hacker News. A single article in a major outlet can drive 50,000+ visitors over weeks.

Why Generic Press Emails Fail

DO NOT email tips@thenextweb.com or press@techcrunch.com. These are black holes. A lot goes in, nothing comes out.

Step 1: Find the Right Journalist

The key insight: every journalist has a niche. Find the one who covers YOUR niche.

1. Use web_search to find recent articles about products similar to yours:
   • Search: "[your niche] site:techcrunch.com" or "[your niche] site:theverge.com"
   • Search: "[similar product name] review"
2. Note the journalist's name from each relevant article
3. Use browser_navigate to check their Twitter/X profile — most journalists list their beat and contact preferences
4. Look for their personal email in:
   • Twitter bio
   • Personal website/blog
   • LinkedIn profile
   • Author page on the publication
5. Build a list of 10-20 journalists, ranked by relevance to your product

Step 2: Craft the Pitch

Subject line: Short, specific, newsworthy. Not "Check out my app!" but "New app lets digital nomads find cities by internet speed" — describe what it does in one line.

Body structure:

Hi [First Name],

I saw your article about [specific article they wrote]. [One sentence about why you liked it / why it's relevant].

I built [product name] — [one sentence describing what it does]. [One sentence about why it matters / what's unique].

[Link to product]
[Link to high-res screenshots/video]

Would love to get your thoughts.

[Your name]

Rules:

• KEEP IT SHORT. Journalists get hundreds of emails. 5 sentences max.
• Make it about THEM, not you. Reference their specific work.
• Include everything they need: link, screenshots, video. Don't make them ask.
• Never say "revolutionary" or "disrupting". Show, don't tell.
• Personalize EVERY email. Mass pitches are deleted instantly.

Step 3: When to Send

• Before launch: Give journalists 1-2 days heads up so they can have an article ready for launch day.
• Day of launch: Follow up with "We're live on Product Hunt today" + link.
• After traction: "We hit #1 on Product Hunt with X upvotes" or "50,000 users signed up in the first week" — traction IS the story.

Step 4: Follow Up

• If no response after 3-4 days, send ONE follow-up. Short: "Just checking if you saw my note about [product]. Happy to answer any questions."
• If still no response, move on. Don't spam.
• If they write about you, THANK THEM. Publicly on Twitter and privately via email. Build the relationship for future launches.

Step 5: Control the Narrative

• You set the angle of the story. Prepare a clear narrative before reaching out.
• Check what types of articles the journalist writes before you talk to them.
• Fact-check articles about you after publication. Ask for corrections if needed.
• Press can flip negative. They like making things sound dramatic for page views. Be prepared.

Platforms to Target (by audience)

Anti-Patterns

• Don't write a "press release" in formal corporate speak. Write like a human.
• Don't email 100 journalists the same template. They talk to each other and will notice.
• Don't offer "exclusive" to multiple journalists simultaneously.
• Don't get angry if press is negative. Respond with grace. Fix the issues they mention.
• Don't rely solely on press. It's a kickstart, not a growth strategy. Product quality is what retains users.

Tools to Use

• web_search — Find journalists and their articles
• browser_navigate — Visit journalist profiles, find contact info
• email_send — Send personalized pitches
• prospect_search — Save journalist contacts to pipeline
• prospect_outreach — Track pitch status and follow-ups
• affiliate_pitch — Generate pitch copy variations

Verify

• The actual channel was reached (post URL, message ID, or platform-side confirmation captured), not just a draft saved locally
• Targeting parameters (subreddit, hashtag, audience, time zone) match what the press-outreach guide prescribes for the chosen platform
• Copy was checked against the platform's character/format limits before posting; the final character count is recorded
• Engagement plan for the first 1-2 hours after posting is written down with specific actions, not 'monitor and reply'
• At least one platform-specific anti-pattern from the skill (e.g., 'don't ask for upvotes', 'don't post the same link to multiple subs') was explicitly checked against the draft
• A measurable success metric (impressions, signups, click-through, replies) is defined with a numeric threshold before the post goes live