How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine)

Mastering the Art of Media Pitching and Press Coverage.

1970-01-01T01:33:23.000Z

🌰 Wisdom in a Nutshell

Essential insights distilled from the video.

  1. Tailor your story, target the right journalist, and use email for media outreach.
  2. Personalized PR approach and understanding media mindset are key to press coverage.
  3. Press should align with business goals, not be a sole strategy.
  4. Align press pitches with publication goals and target audience for credibility and growth.
  5. Tailor your story to media outlets' audience for effective press coverage.
  6. Leverage data and trends to create valuable insights and attract media coverage.
  7. Positioning as an expert and pitching authoritative articles can help secure coverage, but outcomes are unpredictable.
  8. Be human and genuine in pitching and interviews for positive press coverage.


πŸ“š Introduction

Getting press coverage for your startup or business can be a game-changer, but it requires a strategic and personalized approach. In this blog post, we will explore the insights and tips shared by industry experts on how to effectively pitch your story to the media, understand the impact of press on startup growth, and build credibility through media coverage.


πŸ” Wisdom Unpacked

Delving deeper into the key ideas.

1. Tailor your story, target the right journalist, and use email for media outreach.

To effectively pitch your story to the media, prepare by understanding your story and identifying the right audience. Then, find the right journalist to pitch by researching the publication's structure and identifying writers who cover your subject area. Finally, reach out to these individuals with a tailored pitch, understanding their goals and the audience they serve. When reaching out, avoid calling directly and use social media platforms or email. Customize your approach based on the recipient's thesis, with a clear subject line and preview text. Keep your email short, with three paragraphs at most, focusing on the relevant story that will interest the recipient.

Dive Deeper: Source Material

This summary was generated from the following video segments. Dive deeper into the source material with direct links to specific video segments and their transcriptions.

Segment Video Link Transcript Link
Jason’s backgroundπŸŽ₯πŸ“„
Jason’s three-step press strategyπŸŽ₯πŸ“„
Step two: Identifying the ideal pitch recipientπŸŽ₯πŸ“„
Pitching best practicesπŸŽ₯πŸ“„
Step three: Creating excitement around writing about youπŸŽ₯πŸ“„


2. Personalized PR approach and understanding media mindset are key to press coverage.

The process of getting press coverage involves understanding the media and targeting the right publications. It's crucial to have a personalized approach, as mass blast press releases can be ineffective. PR agencies can be helpful in optimizing your approach, but it's important to choose one that is active in the industry and understands your story. It's also important to understand that PR people cannot guarantee press coverage, as it's a subjective industry. Engaging with media and writers on social media can increase the likelihood of your pitch being taken seriously. It's also crucial to understand the mindset of the writer or editor, as they are not there to serve you. Investing time in understanding the person you are dealing with can lead to improved communication and opportunities for growth.

Dive Deeper: Source Material

This summary was generated from the following video segments. Dive deeper into the source material with direct links to specific video segments and their transcriptions.

Segment Video Link Transcript Link
Jason’s inbox volumeπŸŽ₯πŸ“„
When to work with a PR agencyπŸŽ₯πŸ“„
PR insights and red flagsπŸŽ₯πŸ“„
Playing the long game of engagementπŸŽ₯πŸ“„


3. Press should align with business goals, not be a sole strategy.

The impact of press on startup growth varies widely, with some experiencing significant increases in app downloads or sales, while others see no impact or only specific benefits. It's crucial to align press with your business goals, such as driving awareness or gaining credibility for fundraising. Avoid pursuing press solely because you feel you deserve it. Press should be strategic and serve a specific purpose for your business.

Dive Deeper: Source Material

This summary was generated from the following video segments. Dive deeper into the source material with direct links to specific video segments and their transcriptions.

Segment Video Link Transcript Link
The impact of press coverage on startupsπŸŽ₯πŸ“„
Navigating the timing and outlets for press exposureπŸŽ₯πŸ“„


4. Align press pitches with publication goals and target audience for credibility and growth.

When trying to get press for your startup, it's crucial to understand the purpose of the publication and align your pitch with their mission and target audience. Consider your goals, such as awareness, growth, reaching a new market, and positioning yourself differently. Look at where your competitors have been featured for insights into their target audience. The value of coverage lies in the validation it provides, rather than the number of people who read it. Use the coverage to enhance your credibility and attract potential partners or advertisers. The benefits of coverage may not be immediate, but they can come weeks, months, or even years later.

Dive Deeper: Source Material

This summary was generated from the following video segments. Dive deeper into the source material with direct links to specific video segments and their transcriptions.

Segment Video Link Transcript Link
When not to pursue press coverageπŸŽ₯πŸ“„
Identifying a publication’s missionπŸŽ₯πŸ“„
How press can help youπŸŽ₯πŸ“„
Selecting the right publication for startupsπŸŽ₯πŸ“„


5. Tailor your story to media outlets' audience for effective press coverage.

When reaching out to media outlets, it's crucial to understand their audience's interests and tailor your story accordingly. Treat the media as a means to reach their audience, not as a service provider. Craft a clear narrative that resonates with their audience, breaking it down into relevant pieces for each outlet. This approach can help you achieve the desired outcome from press coverage.

Dive Deeper: Source Material

This summary was generated from the following video segments. Dive deeper into the source material with direct links to specific video segments and their transcriptions.

Segment Video Link Transcript Link
Unpacking the media’s missionπŸŽ₯πŸ“„
Step one: How to prepare for outreachπŸŽ₯πŸ“„


The key to getting media coverage and establishing credibility is to create or present context in which you happen to be a part. This can be done by leveraging data and trends in your industry to create valuable insights and attract attention. For instance, a real estate startup can create a comprehensive analysis of the market, while a company specializing in remote work consulting can create surveys on remote work trends. When starting something, it's important to maintain it and pursue opportunities that are available to you, even if nobody is asking you to do it. This can lead to future opportunities and help you redefine who you are.

Dive Deeper: Source Material

This summary was generated from the following video segments. Dive deeper into the source material with direct links to specific video segments and their transcriptions.

Segment Video Link Transcript Link
Success story: Meg O’Hara’s pitchπŸŽ₯πŸ“„
Sometimes you’re not the story, but you can be part of it”πŸŽ₯πŸ“„
How Barbara Corcoran became relevantπŸŽ₯πŸ“„
Lightning roundπŸŽ₯πŸ“„


7. Positioning as an expert and pitching authoritative articles can help secure coverage, but outcomes are unpredictable.

The process of getting coverage for a company involves positioning oneself as an expert, offering quotes or perspectives to reporters, and pitching authoritative articles to different publications. However, the outcome of a story is often unpredictable, with tech reporters often writing negative stories due to reader interest. The publication and the writer's past work can influence the tone of the story. Working with a PR agency can help identify the writer's interests and approach. It's important to have realistic expectations and work with PR professionals who can navigate the process.

Dive Deeper: Source Material

This summary was generated from the following video segments. Dive deeper into the source material with direct links to specific video segments and their transcriptions.

Segment Video Link Transcript Link
The quantity of outreachπŸŽ₯πŸ“„
How to engage with the pressπŸŽ₯πŸ“„


8. Be human and genuine in pitching and interviews for positive press coverage.

To effectively pitch a product and get press coverage, it's crucial to be human and genuine. Avoid using press releases and talking points, as they lack humanity. Instead, write a human email and be yourself when engaging with reporters. This approach will help you build a positive relationship with the reporter and increase the chances of a positive story. It's also important to be open and vulnerable during interviews, as this can lead to a better understanding of your product and a more positive outcome.

Dive Deeper: Source Material

This summary was generated from the following video segments. Dive deeper into the source material with direct links to specific video segments and their transcriptions.

Segment Video Link Transcript Link
Anticipating the story’s directionπŸŽ₯πŸ“„
Jason’s parting advice: β€œBe human”πŸŽ₯πŸ“„



πŸ’‘ Actionable Wisdom

Transformative tips to apply and remember.

When pitching your story to the media, take the time to research and understand the publication and writer you are reaching out to. Tailor your pitch to their interests and audience, and avoid using mass blast press releases. Be human and genuine in your communication, and focus on building relationships rather than just seeking coverage. Remember, press coverage should align with your business goals and serve a purpose, so be strategic in your approach.


πŸ“½οΈ Source & Acknowledgment

Link to the source video.

This post summarizes Lenny's Podcast's YouTube video titled "How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine)". All credit goes to the original creator. Wisdom In a Nutshell aims to provide you with key insights from top self-improvement videos, fostering personal growth. We strongly encourage you to watch the full video for a deeper understanding and to support the creator.


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