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Jason Feifer is the editor in chief of Entrepreneur magazine and a former editor at Fast Company. He\u2019s 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\u2019s episode, Jason draws upon his wealth of experience in media to share tactical insights on how to get press coverage. We discuss:

\u2022 High-level steps to securing press coverage for your product

\u2022 Why it\u2019s critical to understand the mission of the publication

\u2022 Why freelance writers are more likely to write about you

\u2022 When it\u2019s worth investing in PR

\u2022 When and how to hire a great PR agency

\u2022 Insider tips for writing the perfect pitch

\u2022 Why you should optimize for \u201cOpportunity Set B\u201d

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Find the full transcript at: https://www.lennyspodcast.com/how-to-get-press-for-your-product-jason-feifer-editor-in-chief-of-entrepreneur-magazine/

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Where to find Jason Feifer:

\u2022 LinkedIn:\xa0https://www.linkedin.com/in/jasonfeifer/

\u2022 Newsletter: jasonfeifer.com/newsletter

\u2022 Help Wanted podcast: https://link.chtbl.com/LsYdERXQ

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Where to find Lenny:

\u2022 Newsletter: https://www.lennysnewsletter.com

\u2022 X: https://twitter.com/lennysan

\u2022 LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Jason\u2019s background

(04:09) Jason\u2019s 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\u2019s three-step press strategy

(14:01) Unpacking the media\u2019s mission

(15:48) Identifying a publication\u2019s 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\u2019Hara\u2019s 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\u2019s direction

(1:18:26) \u201cSometimes you\u2019re not the story, but you can be part of it\u201d

(1:24:12) How Barbara Corcoran became relevant

(1:27:10) Jason\u2019s parting advice: \u201cBe human\u201d

(1:28:59) Lightning round

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PR resources:

\u2022 Jon Bier, Jack Taylor PR:\xa0https://www.jacktaylorpr.com/

\u2022 Hanna Lee, Hanna Lee Communications:\xa0https://www.hannaleecommunications.com/

\u2022 Jen Squilla, Max Borges Agency:\xa0http://maxborgesagency.com/

\u2022 Gregg Delman, G Three Media:\xa0https://www.gthreemedia.com/

\u2022 Steph Jones, Jonesworks:\xa0https://jonesworks.com/

\u2022 Jon Hammond, Hammond Strategies:\xa0https://hammondstrategies.com/

\u2022 Mark Fortier, Fortier PR:\xa0https://fortierpr.com/

\u2022 Noelle Guerin, Cru of Two:\xa0https://www.cruoftwo.com/

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Referenced:

\u2022 Entrepreneur: https://www.entrepreneur.com/magazine

\u2022 Fast Company: https://www.fastcompany.com/

\u2022 Men\u2019s Health: https://www.menshealth.com/

\u2022 This Founder Created a Genius Way to Do Market Testing on the Cheap: https://www.entrepreneur.com/leadership/this-founder-created-a-genius-way-to-do-market-testing-on/289144

\u2022 TechCrunch: https://techcrunch.com/

\u2022 Inc.: https://www.inc.com/

\u2022 Money News Network: https://moneynewsnetwork.com/

\u2022 Help Wanted podcast: https://moneynewsnetwork.com/podcast/help-wanted/

\u2022 Nicole Lapin on LinkedIn: https://www.linkedin.com/in/nicolelapin/

\u2022 Jennifer Miller on LinkedIn: https://www.linkedin.com/in/jennifer-miller-3b43abb/

\u2022 Meg O\u2019Hara on Problem Solvers podcast: https://audioboom.com/posts/7703348-build-relationships-that-can-reinvent-a-business

\u2022 Ripple Rug cat toy: https://www.ripplerug.com/

\u2022 Cat Fight! How These Inventors Beat the Counterfeiters That Nearly Destroyed Their Company: https://www.entrepreneur.com/growing-a-business/patents-and-copyright-lawyers-what-to-do-if-someone-steals/315142

\u2022 Barbara Corcoran\u2019s website: https://www.barbaracorcoran.com/

\u2022 Zapier: https://zapier.com/

\u2022 The Cold Start Problem: How to Start and Scale Network Effects: https://www.amazon.com/Cold-Start-Problem-Andrew-Chen/dp/0062969749

\u2022 The Perfectionist\u2019s Guide to Losing Control: A Path to Peace and Power: https://www.amazon.com/Perfectionists-Guide-Losing-Control-Peace/dp/059332952X/

\u2022 Teenage Mutant Ninja Turtles: Mutant Mayhem on Paramount+: https://www.paramountmovies.com/movies/teenage-mutant-ninja-turtles-mutant-mayhem

\u2022 Better Call Saul on Netflix: https://www.netflix.com/title/80021955

\u2022 Breaking Bad on Netflix: https://www.netflix.com/title/70143836

\u2022 Bigvu: https://bigvu.tv/

\u2022 Michelle Pfeiffer on the Never-Ending Launch of Running a Business: \u2018I Kept Waiting for It to End, and I Finally Realized\u2014Well, It\u2019s Never Going To!\u2019: https://www.entrepreneur.com/starting-a-business/michelle-pfeiffer-on-the-never-ending-launch-of-running-a/398064

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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Lenny may be an investor in the companies discussed.