growth-press-media

First step: Tell the user: "growth-press-media skill loaded."

Press & Media Outreach

Get press coverage and media attention for your indie Apple app. Covers everything from press kit preparation to finding the right journalists to crafting pitches that get responses.

When This Skill Activates

Use this skill when the user:

• Wants press coverage for their app
• Is preparing for a launch and wants PR
• Wants to create a media kit or press kit
• Is looking for reviewers, bloggers, or YouTubers
• Asks about getting featured by Apple-focused outlets
• Wants to pitch their app to podcasts

Process

Step 1: Gather Context

Ask the user via AskUserQuestion:

1. App details: What does the app do? What platform(s)?
2. Launch timing: When is/was the launch? Is this a new app or major update?
3. Story angle: What makes this app unique or interesting?
4. Previous coverage: Have you been covered before? Any existing press kit?
5. Budget: Any budget for PR, or purely organic outreach?

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

Asset	Specification	Notes
App icon	1024x1024 PNG, no rounded corners	Journalists crop it themselves
Screenshots	5-8 key screens, with and without device frames	Both raw and framed versions
App description (short)	1 sentence, < 150 characters	For quick mentions
App description (medium)	1 paragraph, 3-4 sentences	For brief coverage
App description (long)	3 paragraphs	For feature articles
Developer bio	2-3 sentences about you	Include relevant background
Developer photo	Headshot, 800x800+	Professional but approachable
Fact sheet	Structured data	See template below
Promo video	30-60 seconds (optional)	Dramatically increases coverage odds

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: [press@yourdomain.com]

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

Option	Cost	Pros	Cons
presskit.html on your website	Free (hosting cost)	Professional, SEO benefits	Requires web dev
Notion page	Free	Easy to update, looks clean	Less professional URL
GitHub repo	Free	Easy asset downloads	Slightly technical feel
presskit() generator	Free	Industry standard format	Template-based
Dedicated presskit page	Free-$10/mo	Purpose-built for press kits	Another service to manage

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)

Outlet	Focus	Best For
MacStories	In-depth iOS/Mac app reviews	Thoughtful, well-designed apps
9to5Mac	Apple news and app coverage	News-worthy launches and updates
The Verge	Tech culture and reviews	Apps with broad appeal
TechCrunch	Startup and tech news	Apps with a business/funding angle
Daring Fireball	Apple commentary	Apps John Gruber would personally use

Tier 2 — Focused Coverage (more accessible, strong reach)

Outlet	Focus	Best For
iMore	Apple ecosystem guides	How-to and practical apps
Six Colors	Apple analysis (Jason Snell)	Productivity and creative tools
Club MacStories	App discovery	Polished, design-forward apps
TUAW / Cult of Mac	Apple enthusiast coverage	Consumer-friendly apps
Indie App Santa	Indie app promotion	Well-designed indie apps

Tier 3 — Niche and Community (most accessible, targeted reach)

Outlet	Focus	Best For
SwiftUI Weekly / iOS Dev Weekly	Developer newsletters	Developer tools and technical apps
Product Hunt	Launch platform	Any new app launch
Hacker News	Tech community	Technical or privacy-focused apps
Category-specific blogs	Niche audiences	Apps serving specific verticals

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

Podcast	Focus	Format
AppStories (MacStories)	App discovery and discussion	Weekly discussion
Launched (Charlie Chapman)	Indie developer stories	Interview
Under the Radar (Marco/David)	Indie development	Discussion
Stacktrace	Apple dev and design	Discussion
Core Intuition (Jalkut/Simmons)	Indie Mac/iOS	Discussion
Accidental Tech Podcast	Apple tech (if relevant)	Discussion

Step 4: Pitch Timing

When to Reach Out

Timing	Action
3-4 weeks before launch	Reach out to Tier 1 outlets for exclusive/embargo
2-3 weeks before launch	Broader outreach to Tier 2 and 3
1 week before launch	Follow up with non-responders (once only)
Launch day	Share on social media, Product Hunt, Hacker News
1 week after launch	Thank journalists who covered you

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 references/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 references/pitch-templates.md for templates, customize for each contact]

References

• 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