Lenny's Podcast: Product | Growth | Career

How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine)

Oct 12, 2023

01:42:28

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Learn how to get press coverage for your product from Jason Feifer, editor-in-chief of Entrepreneur magazine. Topics include high-level steps to securing press coverage, understanding the mission of the publication, freelance writers, when to invest in PR, hiring a PR agency, writing the perfect pitch, and optimizing for 'Opportunity Set B'.

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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.

The concept of Opportunity Set A and Opportunity Set B

01:25

The Role and Limitations of PR Professionals in Media Coverage

01:08

The Value of Press Coverage and Validation

01:03

Understanding the Media Landscape for Effective Pitching

01:13

Introduction

4min

The Impact of Getting Press for a Startup

17min

Understanding the Mission of a Publication

17min

The Value and Purpose of Press Coverage

19min

A Story of a Successful Cold Email Pitch and Examples of Good and Bad PR Pitches

5min

Elements of a Successful Press Pitch

23min

Tapping into Trends for Press

6min

Teleprompter App and Favorite Life Motto

2min

The concept of maintenance in life and the endlessness of building a company

2min

10.

Opportunity Sets and Personal Growth

6min

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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/

—

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/

—

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.

Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

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