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

ℹ️ EPISODE INFO

Released

October 12, 2023

Duration

1h 42m

Channel

Lenny's Podcast

Watch on YouTube

▶ Open ↗

📝 EPISODE DESCRIPTION

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.

🎤 SPEAKERS

• Jason Feifer

  guest

• Lenny Rachitsky

  host

• Narrator

  other

🧾 EPISODE SUMMARY

In this episode of Lenny's Podcast, featuring Jason Feifer and Lenny Rachitsky, How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine) explores 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.

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