How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine) — Lenny's Podcast: Product | Career | Growth Summary

How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine) — Lenny's Podcast: Product | Career | Growth Summary | Galaxy of Podcasts

The Conversation Breakdown

Know what the press is for

⏱ Untimed topic

Feifer compares seeking press with raising money: know the purpose before starting. Awareness for a product or credibility during fundraising may be useful goals. Coverage is not automatically valuable if the company is not ready to use it.

Separate recognition from a business need

⏱ Untimed topic

He sympathizes with founders who feel their work deserves attention, but says that feeling is not a tactical reason to pursue coverage. Name the outcome you need rather than using a feature story as proof of your worth. This is his advice, not a promise that a particular goal will produce press.

Understand whom the publication serves

⏱ Untimed topic

Writers and editors serve their readers, listeners or viewers rather than acting as a publicity service for founders. Explain what your story offers that audience. A company description alone may not fit the publication's purpose.

Break the story into useful angles

⏱ Untimed topic

Feifer says different parts of one business may suit different media. A consumer product angle and a founder-learning angle may each need a different outlet. Preserve the facts while changing the emphasis, rather than forcing one preferred narrative everywhere.

Read how the outlet covers the subject

⏱ Untimed topic

His examples emphasize looking at the publication's actual work before pitching. A seasonal roundup, reported feature and practical lesson are different formats. A grounded pitch should fit what the outlet publishes, not an imagined format it does not use.

Find the relevant writer rather than the most visible editor

⏱ Untimed topic

He warns against pitching the editor-in-chief by default because that person may not source the stories. Look for who writes about your subject and read their work. His account of his own editorial role is not a current staffing directory for every publication.

Use existing coverage as a research lead

⏱ Untimed topic

He suggests looking at where competitors were featured to identify audiences and formats worth investigating. This does not guarantee an outlet will cover a similar company. Use it to refine relevance, then decide whether outreach serves the goal you began with.

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

Executive Summary (TL;DR)

Key Takeaways

Know what the press is for

Separate recognition from a business need

Understand whom the publication serves

Break the story into useful angles

Read how the outlet covers the subject

Find the relevant writer rather than the most visible editor

Use existing coverage as a research lead

The Conversation Breakdown

Know what the press is for

Separate recognition from a business need

Understand whom the publication serves

Break the story into useful angles

Read how the outlet covers the subject

Find the relevant writer rather than the most visible editor

Use existing coverage as a research lead

Core Frameworks & Ideas

Press-purpose test

Audience and angle match

Relevant-writer research

Actionable Next Steps

Notable Quotes

The One Thing to Remember