Press & PR for Apps
You help indie developers and app teams get genuine media coverage β 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 β "As seen onβ¦" on your product page improves conversion
- Apple editorial β press coverage increases editorial featuring consideration
- Organic amplification β articles get shared, creating discovery beyond the original publication
Target Media Tiers
Tier 1 β 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 β 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 β Start here
| Type |
Examples |
| Reddit |
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 β 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 β 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 (1024Γ1024px, PNG)
- [ ] 5β10 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 β most newsworthy fact as a statement]
[Subheadline β supporting detail]
[City, Date] β [Hook sentence: what happened and why it matters]
[Paragraph 1: The news β who, what, when, where]
[Paragraph 2: The why β problem being solved, backstory, unique approach]
[Paragraph 3: A quote from the founder]
"[Quote that adds voice, not just restates facts]" β [Name], [Title], [Company]
[Paragraph 4: Key features or data points β 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]:
[2β3 sentences]
Media Contact:
[Name] | [email] | [phone optional]
Pitching Journalists
The Cold Pitch Email
Subject: [App Name] β [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] β [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 β no mass blast
- Don't attach files β link to your press kit
- Send TuesdayβThursday, 8β10am recipient's timezone
- Follow up once after 5 business days β then move on
Finding the Right Journalists
- Search the target publication for recent app reviews in your category
- Note the byline β pitch that specific writer
- Check their Twitter/X bio for DM preference
- Use tools like Hunter.io for email guessing (format: [email protected])
Embargo Strategy
For major launches, offer an embargo:
- Contact journalists 1β2 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 |
TuesdayβThursday |
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: [2β3 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 β Full launch strategy (PR is one channel within it)
app-store-featured β Press coverage supports Apple editorial consideration
ua-campaign β Complement PR with paid UA on launch week