Press Media

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: [[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

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