Lenny's Podcast: Product | Growth | Career
How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine)
Episode guests
Podcast summary created with Snipd AI
Quick takeaways
- Research and reach out to specific writers or editors who cover your subject area or industry, rather than targeting high-level editors.
- Understand the mission and target audience of each publication to align your story with their interests.
- Craft personalized and compelling pitches that highlight the relevance and benefit of your story to the publication's audience.
- Embrace and pursue additional opportunities (Opportunity Set B) to foster personal and professional growth.
Deep dives
Finding the Right Pitch
When reaching out to media, it's important to find the right person to pitch your story. Instead of reaching out to the most visible editorial person, take the time to research who is writing about your subject area or industry. Look for staff members or freelancers who cover relevant topics. You can find this information on the publication's website or by Googling their names. Freelancers, especially, are often more hungry for stories and more likely to respond to pitches.
Understanding the Media Landscape
It's crucial to understand that publications are not a unified entity, but rather made up of individual writers and editors who make subjective decisions about what to cover. Each publication has its own mission and target audience. Your goal should be to understand what each publication focuses on and how your story fits into that context. Research which publications have covered your competitors to gain insights into where your story might be a good fit.
Avoid Common Mistakes
One common mistake is reaching out to high-level editors or editors-in-chief, assuming they make all the decisions. In reality, they work with editors who develop their own ideas. Look for the specific writer or editor who covers your subject area or industry. Avoid mass emailing or calling journalists, as it can be seen as annoying rather than helpful. Instead, focus on building a targeted and personalized pitch that stands out.
Crafting an Effective Pitch
When crafting your pitch, make sure to articulate why your story is relevant and interesting to the publication's audience. Show that you understand their mission and what they aim to bring to their readers or viewers. Tailor your pitch to align with the publication's interests and provide a unique angle or perspective. Be concise, clear, and professional in your pitch, and focus on how your story can benefit the publication's audience.
The Importance of Opportunity Set B
Opportunity Set B refers to the set of opportunities available to individuals, even if they are not explicitly asked or expected to pursue them. It is essential to focus on both Opportunity Set A, which encompasses everything that is asked of us, and Opportunity Set B, which includes additional possibilities that can lead to growth and new experiences. By exploring and taking advantage of Opportunity Set B, individuals can push themselves in new directions, develop new skills, and discover unexpected paths. This mindset of embracing and pursuing additional opportunities plays a crucial role in personal and professional development.
Effectively Pitching to Get Press Coverage
When it comes to getting press coverage, it is important to be concise, clear, and direct in your communication with journalists or media outlets. Rather than relying on press releases, which are impersonal and less effective, focus on crafting personalized and compelling emails that highlight the unique angle or story you can offer. Show genuine interest in the publication and the journalist's work, and tailor your pitch to their specific audience and interests. Additionally, being human and creating a connection by showing understanding of the publication's style and incorporating relevant personal experiences or examples can greatly increase your chances of getting coverage.
Building and Maintaining Opportunities
Building and maintaining opportunities is a crucial aspect of personal and professional growth. It is essential to constantly seek out new opportunities and strive to maintain them. This means balancing between delivering on what is expected (Opportunity Set A) and pursuing additional opportunities that are not explicitly asked of you (Opportunity Set B). By continuously expanding your opportunity set and seizing new possibilities, you can broaden your horizons, challenge yourself, and cultivate a path of sustainable growth and success.
Unleashing Your Potential Through Opportunity Set B
Opportunity Set B is all about tapping into the opportunities that are available to you, even if they are not explicitly presented. It involves exploring new avenues, stepping outside your comfort zone, and embracing possibilities that can lead to personal and professional growth. By thinking beyond what is expected, you can embark on new ventures, develop new skills, and make meaningful contributions. Embracing Opportunity Set B allows you to unleash your full potential and create a fulfilling and successful life and career.
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Jason Feifer is the editor in chief of Entrepreneur magazine and a former editor at Fast Company. He’s also a podcast host, book author, keynote speaker, and startup advisor. Every week, he shares tips in his newsletter, One Thing Better, to help people become happier and more effective at work. In today’s episode, Jason draws upon his wealth of experience in media to share tactical insights on how to get press coverage. We discuss:
• High-level steps to securing press coverage for your product
• Why it’s critical to understand the mission of the publication
• Why freelance writers are more likely to write about you
• When it’s worth investing in PR
• When and how to hire a great PR agency
• Insider tips for writing the perfect pitch
• Why you should optimize for “Opportunity Set B”
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Find the full transcript at: https://www.lennyspodcast.com/how-to-get-press-for-your-product-jason-feifer-editor-in-chief-of-entrepreneur-magazine/
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Where to find Jason Feifer:
• LinkedIn: https://www.linkedin.com/in/jasonfeifer/
• Newsletter: jasonfeifer.com/newsletter
• Help Wanted podcast: https://link.chtbl.com/LsYdERXQ
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Where to find Lenny:
• Newsletter: https://www.lennysnewsletter.com
• X: https://twitter.com/lennysan
• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/
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In this episode, we cover:
(00:00) Jason’s background
(04:09) Jason’s inbox volume
(07:41) The impact of press coverage on startups
(08:47) Navigating the timing and outlets for press exposure
(10:37) When not to pursue press coverage
(12:38) Jason’s three-step press strategy
(14:01) Unpacking the media’s mission
(15:48) Identifying a publication’s mission
(22:56) Step one: How to prepare for outreach
(26:11) How press can help you
(28:25) When to work with a PR agency
(32:16) PR insights and red flags
(36:02) Selecting the right publication for startups
(42:34) Step two: Identifying the ideal pitch recipient
(47:27) Pitching best practices
(52:26) Step three: Creating excitement around writing about you
(59:10) Success story: Meg O’Hara’s pitch
(1:05:14) Playing the long game of engagement
(1:08:57) The quantity of outreach
(1:11:11) How to structure multiple pitches
(1:14:01) How to engage with the press
(1:16:37) Anticipating the story’s direction
(1:18:26) “Sometimes you’re not the story, but you can be part of it”
(1:24:12) How Barbara Corcoran became relevant
(1:27:10) Jason’s parting advice: “Be human”
(1:28:59) Lightning round
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PR resources:
• Jon Bier, Jack Taylor PR: https://www.jacktaylorpr.com/
• Hanna Lee, Hanna Lee Communications: https://www.hannaleecommunications.com/
• Jen Squilla, Max Borges Agency: http://maxborgesagency.com/
• Gregg Delman, G Three Media: https://www.gthreemedia.com/
• Steph Jones, Jonesworks: https://jonesworks.com/
• Jon Hammond, Hammond Strategies: https://hammondstrategies.com/
• Mark Fortier, Fortier PR: https://fortierpr.com/
• Noelle Guerin, Cru of Two: https://www.cruoftwo.com/
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Referenced:
• Entrepreneur: https://www.entrepreneur.com/magazine
• Fast Company: https://www.fastcompany.com/
• Men’s Health: https://www.menshealth.com/
• This Founder Created a Genius Way to Do Market Testing on the Cheap: https://www.entrepreneur.com/leadership/this-founder-created-a-genius-way-to-do-market-testing-on/289144
• TechCrunch: https://techcrunch.com/
• Inc.: https://www.inc.com/
• Money News Network: https://moneynewsnetwork.com/
• Help Wanted podcast: https://moneynewsnetwork.com/podcast/help-wanted/
• Nicole Lapin on LinkedIn: https://www.linkedin.com/in/nicolelapin/
• Jennifer Miller on LinkedIn: https://www.linkedin.com/in/jennifer-miller-3b43abb/
• Meg O’Hara on Problem Solvers podcast: https://audioboom.com/posts/7703348-build-relationships-that-can-reinvent-a-business
• Ripple Rug cat toy: https://www.ripplerug.com/
• Cat Fight! How These Inventors Beat the Counterfeiters That Nearly Destroyed Their Company: https://www.entrepreneur.com/growing-a-business/patents-and-copyright-lawyers-what-to-do-if-someone-steals/315142
• Barbara Corcoran’s website: https://www.barbaracorcoran.com/
• Zapier: https://zapier.com/
• The Cold Start Problem: How to Start and Scale Network Effects: https://www.amazon.com/Cold-Start-Problem-Andrew-Chen/dp/0062969749
• The Perfectionist’s Guide to Losing Control: A Path to Peace and Power: https://www.amazon.com/Perfectionists-Guide-Losing-Control-Peace/dp/059332952X/
• Teenage Mutant Ninja Turtles: Mutant Mayhem on Paramount+: https://www.paramountmovies.com/movies/teenage-mutant-ninja-turtles-mutant-mayhem
• Better Call Saul on Netflix: https://www.netflix.com/title/80021955
• Breaking Bad on Netflix: https://www.netflix.com/title/70143836
• Bigvu: https://bigvu.tv/
• Michelle Pfeiffer on the Never-Ending Launch of Running a Business: ‘I Kept Waiting for It to End, and I Finally Realized—Well, It’s Never Going To!’: https://www.entrepreneur.com/starting-a-business/michelle-pfeiffer-on-the-never-ending-launch-of-running-a/398064
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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.
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Lenny may be an investor in the companies discussed.
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