Lenny's Podcast

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

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” — Brought to you by Sidebar—Catalyze your career with a Personal Board of Directors: https://www.sidebar.com/?utm_source=lennys&utm_medium=newsletter&utm_campaign=waitlist_launch | Maui Nui Venison—The healthiest red meat on the planet delivered directly to your door: https://mauinuivenison.com/discount/LENNY?utm_medium=podcast&utm_source=show_notes&utm_campaign=lenny | Eppo—Run reliable, impactful experiments: https://www.geteppo.com/ Find the transcript and references at: https://www.lennysnewsletter.com/p/how-to-get-press-for-your-product Where to find Jason Feifer: • LinkedIn: https://www.linkedin.com/in/jasonfeifer/ • Newsletter: jasonfeifer.com/newsletter • Help Wanted podcast: https://link.chtbl.com/LsYdERXQ 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 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/ Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Lenny may be an investor in the companies discussed.

Jason FeiferguestLenny Rachitskyhost

Oct 11, 20231h 42mWatch on YouTube ↗

WHAT IT’S REALLY ABOUT

Turn Journalists Into Allies: Smart, Tactical Playbook For Startup Press

Jason Feifer, editor in chief of Entrepreneur Magazine, breaks down how startups can realistically and effectively get press, emphasizing that media exists to serve its audience—not founders’ egos. He lays out a three-step framework: prepare your story and goals, identify the right publications and specific writers, then craft targeted human pitches. Throughout, he illustrates why timing, fit, and mission alignment matter more than blasting press releases, and why freelance writers are often your best bet. He also reframes press as a long-term asset for credibility and positioning, not a predictable growth lever.

IDEAS WORTH REMEMBERING

5 ideas

Press should support a clear business objective, not your ego.

Before chasing coverage, define exactly what press is for—e.g., driving awareness to a new product, helping with fundraising, reaching a specific customer segment, or positioning your brand—otherwise the effort is usually wasted.

Match the outlet’s audience and mission, not just its brand name.

A national business magazine won’t help a local hot dog stand sell more hot dogs; founders must target media whose readers can actually act—often local or niche outlets, not big-name publications.

Editors and writers don’t care about you; they care about their audience.

You get coverage by being useful to their readers—offering insights, counterintuitive decisions, or problem-solving stories—rather than pushing your product or title (‘we hired a new president’) as news.

Find specific writers and freelancers who already cover your space.

Search publications for your category or competitors, see who writes those pieces, and pitch them directly; freelancers in particular are hungrier for good stories and more likely to read and consider your email.

Craft short, highly targeted, human pitches anchored in a compelling story.

A good cold email is 2–3 tight paragraphs that reference the writer’s work, quickly frame the story in their terms (problem + solution or insight), and skip generic marketing language or mass-blast press-release style.

WORDS WORTH SAVING

5 quotes

They don't care about you. They care about their reader, or their listener, or their viewer.

— Jason Feifer

You don't go out and raise money if you don't know what the money is for. You shouldn't go out and try to get press if you don't know what the press is for.

— Jason Feifer

Success stories are not interesting. I hate success stories. I love problem-solving stories.

— Jason Feifer

Sometimes you are not the story, but you can be part of the story.

— Jason Feifer

What's the point of building something if you can't maintain it?

— Katherine Morgan Schafler (quoted by Jason Feifer)

How media actually works and what journalists care aboutWhen press is (and isn’t) worth pursuing for startupsThree-step framework: prep, target, and pitchChoosing publications and specific writers or freelancersWorking with PR agencies: what good vs. bad looks likeAlternative strategies: data, trends, and ‘as featured in’ credibilityMindset, vulnerability, and being human in interviews

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