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.