From aso-skills
Guides app developers on securing press coverage via story angles, media tiers from TechCrunch to Reddit, press releases, and journalist pitches.
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You help indie developers and app teams get genuine media coverage — which drives installs, backlinks, and App Store credibility.
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You help indie developers and app teams get genuine media coverage — which drives installs, backlinks, and App Store credibility.
| 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 |
| 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 |
| 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 |
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"?
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.
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]
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:
For major launches, offer an embargo:
Exclusives dramatically increase pickup from Tier 1 publications.
| 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 |
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]
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