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English
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Translation

Chinese

Press & PR for Apps

应用的媒体与公关推广

You help indie developers and app teams get genuine media coverage — which drives installs, backlinks, and App Store credibility.
你可以帮助独立开发者和应用团队获得真实的媒体报道——这将推动应用安装量、反向链接增长，并提升应用商店可信度。

Why Press Still Matters

媒体公关为何依然重要

  • Web referral in App Store Connect directly tracks installs from press links
  • Backlinks from high-authority sites (TechCrunch, The Verge) improve web presence
  • Social proof — "As seen on…" on your product page improves conversion
  • Apple editorial — press coverage increases editorial featuring consideration
  • Organic amplification — articles get shared, creating discovery beyond the original publication
  • App Store Connect中的网页推荐来源可直接追踪来自媒体链接的安装量
  • 来自高权威网站（TechCrunch、The Verge）的反向链接可提升网络曝光度
  • 社交证明——产品页面上的"已被……报道"标识可提升转化率
  • Apple编辑推荐——媒体报道会增加获得编辑推荐的几率
  • 自然传播——文章被分享后，会在原发布平台之外带来更多曝光机会

Target Media Tiers

目标媒体层级

Tier 1 — High impact, harder to get

一级媒体——影响力大，获取难度高

PublicationFocusNotes
TechCrunchConsumer tech, startupsExclusives preferred
The VergeConsumer techCurated; quality bar is high
WiredTech cultureLong-form, unique angle needed
Fast CompanyInnovation, productivityStrong business angle
9to5MaciOS/macOS appsApp-specific, accessible
MacStoriesiOS appsVery accessible for indie devs
媒体名称关注领域注意事项
TechCrunch消费科技、初创企业优先考虑独家报道
The Verge消费科技内容经过精心筛选，质量门槛高
Wired科技文化需要深度、独特的报道角度
Fast Company创新、生产力偏好突出商业视角的内容
9to5MaciOS/macOS应用聚焦应用领域，相对容易对接
MacStoriesiOS应用对独立开发者非常友好

Tier 2 — Accessible, meaningful reach

二级媒体——易对接，覆盖精准

TypeExamples
App review blogsAppAdvice, TouchArcade (games), AppShopper
Niche newslettersApp-specific verticals (health, productivity, finance newsletters)
YouTube channelsAppFind, MKBHD (for significant apps), niche channels
PodcastsApp podcast appearances, niche shows
类型示例
应用评测博客AppAdvice、TouchArcade（游戏类）、AppShopper
垂直领域通讯应用细分领域通讯（健康、生产力、金融类通讯）
YouTube频道AppFind、MKBHD（针对影响力较大的应用）、垂直领域频道
播客应用类播客嘉宾、垂直领域节目

Tier 3 — Start here

三级媒体——入门首选

TypeExamples
Redditr/iphone, r/androidapps, r/productivity (category-specific)
Product HuntLaunch day visibility
Hacker NewsShow HN post for technical/productivity apps
Indie hackersFor indie developer community coverage
类型示例
Redditr/iphone、r/androidapps、r/productivity（分类垂直社区）
Product Hunt发布日曝光
Hacker News针对技术/生产力应用的Show HN帖子
Indie hackers独立开发者社区报道

What Makes a Story

打造有吸引力的报道点

Press doesn't cover apps — they cover stories. Find your angle:
AngleExample
Numbers"App hit 100K downloads in 7 days with no marketing"
Problem solved"Solo dev built X because no existing tool did Y"
Unique data"Our app analyzed 10M habit logs — here's what we learned"
Category creation"We invented a new category of [type] app"
David vs GoliathIndie beating a Big Tech competitor
TimelyTied to a current news trend or cultural moment
Human storyFounder's compelling personal motivation
Test your angle: Can you explain the story in 1 sentence that would make someone say "interesting"?
媒体不会单纯报道应用——他们报道故事。找到你的独特角度：
报道角度示例
数据亮点"App hit 100K downloads in 7 days with no marketing"
解决痛点"独立开发者打造X应用，因为现有工具无法解决Y问题"
独特数据洞察"我们的应用分析了1000万条习惯日志——以下是我们的发现"
开创品类"我们开创了[某类型]应用的全新品类"
以小博大独立应用击败科技巨头竞品
时效性结合当下新闻热点或文化事件
人文故事创始人的动人个人动机
测试你的报道角度： 你能否用一句话讲出故事，让别人觉得"有意思"？

Press Kit

新闻资料包

Create a 
presskit/
folder on your website or a Notion page with:
Press Kit Contents:
- [ ] App name, one-liner, category
- [ ] 3 founder photos (high-res, print-quality)
- [ ] App icon (1024×1024px, PNG)
- [ ] 5–10 screenshots (phone mockups, high-res)
- [ ] App preview video (optional but impactful)
- [ ] 3-sentence company/founder bio
- [ ] Key stats (downloads, ratings, notable users)
- [ ] Press quotes / prior coverage (if any)
- [ ] App Store link + website
- [ ] Press contact email
Host at: 
yoursite.com/press
or a publicly shared Notion/Google Drive link.
在你的网站上创建一个
presskit/
文件夹，或在Notion页面上整理以下内容：
Press Kit Contents:
- [ ] App name, one-liner, category
- [ ] 3 founder photos (high-res, print-quality)
- [ ] App icon (1024×1024px, PNG)
- [ ] 5–10 screenshots (phone mockups, high-res)
- [ ] App preview video (optional but impactful)
- [ ] 3-sentence company/founder bio
- [ ] Key stats (downloads, ratings, notable users)
- [ ] Press quotes / prior coverage (if any)
- [ ] App Store link + website
- [ ] Press contact email
托管地址：
yoursite.com/press
或公开分享的Notion/Google Drive链接。

Press Release Structure

新闻稿结构

FOR IMMEDIATE RELEASE

[Headline — most newsworthy fact as a statement]
[Subheadline — supporting detail]

[City, Date] — [Hook sentence: what happened and why it matters]

[Paragraph 1: The news — who, what, when, where]

[Paragraph 2: The why — problem being solved, backstory, unique approach]

[Paragraph 3: A quote from the founder]
"[Quote that adds voice, not just restates facts]" — [Name], [Title], [Company]

[Paragraph 4: Key features or data points — 3 max]

[Paragraph 5: Availability, pricing, platforms]
[App Name] is available on [iOS/Android/both] for [free/price]. Download at [App Store link].

###

About [Company]:
[2–3 sentences]

Media Contact:
[Name] | [email] | [phone optional]
FOR IMMEDIATE RELEASE

[Headline — most newsworthy fact as a statement]
[Subheadline — supporting detail]

[City, Date] — [Hook sentence: what happened and why it matters]

[Paragraph 1: The news — who, what, when, where]

[Paragraph 2: The why — problem being solved, backstory, unique approach]

[Paragraph 3: A quote from the founder]
"[Quote that adds voice, not just restates facts]" — [Name], [Title], [Company]

[Paragraph 4: Key features or data points — 3 max]

[Paragraph 5: Availability, pricing, platforms]
[App Name] is available on [iOS/Android/both] for [free/price]. Download at [App Store link].

###

About [Company]:
[2–3 sentences]

Media Contact:
[Name] | [email] | [phone optional]

Pitching Journalists

向记者推介

The Cold Pitch Email

陌生邮件推介

Subject: [App Name] — [your angle in 8 words]
e.g., "Habitica clone reached #1 Health with zero ad spend"

Hi [First name],

[1 sentence: why you're reaching out to them specifically]
e.g., "I read your piece on [recent article] — [App Name] is related."

[1 sentence: what the app does]
[1 sentence: the story angle / most interesting stat or fact]
[1 sentence: why now / why timely]

Happy to send a promo code, press kit, or get on a quick call.

[Your name]
[App Store link]
[Press kit link]
Rules:
  • Max 5 sentences in the pitch
  • Personalize the first line for each journalist — no mass blast
  • Don't attach files — link to your press kit
  • Send Tuesday–Thursday, 8–10am recipient's timezone
  • Follow up once after 5 business days — then move on
Subject: [App Name] — [your angle in 8 words]
e.g., "Habitica clone reached #1 Health with zero ad spend"

Hi [First name],

[1 sentence: why you're reaching out to them specifically]
e.g., "I read your piece on [recent article] — [App Name] is related."

[1 sentence: what the app does]
[1 sentence: the story angle / most interesting stat or fact]
[1 sentence: why now / why timely]

Happy to send a promo code, press kit, or get on a quick call.

[Your name]
[App Store link]
[Press kit link]
注意事项：
  • 推介邮件最多5句话
  • 为每位记者个性化开头——不要群发
  • 不要附加文件——链接到你的新闻资料包
  • 在收件人时区的周二至周四8–10点发送
  • 5个工作日后可跟进一次——若无回复则转攻其他媒体

Finding the Right Journalists

找到合适的记者

  1. Search the target publication for recent app reviews in your category
  2. Note the byline — pitch that specific writer
  3. Check their Twitter/X bio for DM preference
  4. Use tools like Hunter.io for email guessing (format: first@publication.com)
  1. 在目标媒体中搜索你所在品类的近期应用评测
  2. 记录作者署名——直接向该记者推介
  3. 查看他们的Twitter/X简介，了解是否接受私信
  4. 使用Hunter.io等工具猜测邮箱格式（通常为first@publication.com）

Embargo Strategy

新闻保密策略

For major launches, offer an embargo:
  • Contact journalists 1–2 weeks before launch
  • Offer exclusive access under embargo (story publishes on launch day)
  • One journalist per tier (don't offer the same exclusive to two competing outlets)
  • Provide TestFlight / Play beta access
Exclusives dramatically increase pickup from Tier 1 publications.
对于重大发布，可采用新闻保密策略：
  • 在发布前1–2周联系记者
  • 提供保密期内的独家访问权限（报道于发布日上线）
  • 每个层级仅对接一位记者（不要向竞争媒体提供同一独家内容）
  • 提供TestFlight / Play测试版访问权限
独家报道可大幅提升一级媒体的报道几率。

Product Hunt Launch

Product Hunt发布流程

StepWhenAction
Create coming soon2 weeks beforeEnable "coming soon" to collect followers
Find a hunter1 week beforeAsk an influential PH user to "hunt" you
Prepare assets3 days beforeGallery, tagline, description, first comment
Launch dayTuesday–ThursdayShip at 12:01am PST; all-day community engagement
Follow-up postLaunch + 1 weekShare results as a Show HN or maker story
步骤时间行动
创建即将上线页面发布前2周启用"即将上线"功能以收集关注者
寻找推荐人发布前1周邀请有影响力的PH用户来"推荐"你的应用
准备素材发布前3天准备图片库、标语、描述、首条评论
发布日周二至周四太平洋标准时间00:01上线；全天参与社区互动
后续跟进帖发布后1周在Show HN或开发者社区分享发布成果

Output Format

输出格式

PR Plan

公关计划

Story angle: [one sentence]

Media targets:
  Tier 1: [publication + journalist name]
  Tier 2: [2–3 blogs/newsletters]
  Tier 3: Product Hunt, Reddit r/[category], HN

Timeline:
  T-14: Press kit ready, press release drafted
  T-10: Embargo pitches sent to Tier 1
  T-7:  Follow-ups + Tier 2 pitches
  T-0:  Launch + Product Hunt + Tier 3 posts
  T+3:  Thank reporters who covered, share articles

Press kit: [link]
Press contact: [email]
Story angle: [one sentence]

Media targets:
  Tier 1: [publication + journalist name]
  Tier 2: [2–3 blogs/newsletters]
  Tier 3: Product Hunt, Reddit r/[category], HN

Timeline:
  T-14: Press kit ready, press release drafted
  T-10: Embargo pitches sent to Tier 1
  T-7:  Follow-ups + Tier 2 pitches
  T-0:  Launch + Product Hunt + Tier 3 posts
  T+3:  Thank reporters who covered, share articles

Press kit: [link]
Press contact: [email]

Related Skills

相关技能

  • app-launch
    — Full launch strategy (PR is one channel within it)
  • app-store-featured
    — Press coverage supports Apple editorial consideration
  • ua-campaign
    — Complement PR with paid UA on launch week
  • app-launch
    — 完整的发布策略（公关是其中一个渠道）
  • app-store-featured
    — 媒体报道有助于提升Apple编辑推荐的几率
  • ua-campaign
    — 发布周可结合付费用户获取（UA）活动补充公关效果