/press-media

name: press-media
description: Get press coverage and media attention for your indie app. Covers press kit preparation, finding journalists/bloggers/YouTubers, pitch timing, embargo strategy, and story angles that get coverage. Use when user wants press coverage, is preparing for a launch, or wants to build a media kit.
allowed-tools: [Read, Write, Glob, Grep, AskUserQuestion, WebSearch]
last_verified: 2026-07-16
review_by: 2027-06-22
os_version: iOS 27 / macOS 27

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 `/press` page with a downloadable ZIP, 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 Intuiti