SKILL.md
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 emailHost 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 consideration
ua-campaign— Complement PR with paid UA on launch week