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 |
|---|---|
| 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
- Search the target publication for recent app reviews in your category
- Note the byline — pitch that specific writer
- Check their Twitter/X bio for DM preference
- 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 considerationua-campaign— Complement PR with paid UA on launch week
