# press-and-pr

Walks an indie developer through getting media coverage: press release, journalist pitch, press kit and a Product Hunt launch plan.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 2400 installs · ★ 2219
- Author: appeeky
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/appeeky/aso-skills/tree/HEAD/skills/press-and-pr/SKILL.md
- Updated: 2026-10-06
- HTML: https://affpapa.org/en/nevibecode/skills/press-and-pr

## What it does

The skill kicks in when you ask for PR around an app: draft a press release, build a press kit, write a pitch email, or map out a Product Hunt launch. It ships a paragraph-by-paragraph release structure, a cold pitch template capped at five sentences, and media split into three tiers — from TechCrunch and The Verge down to Reddit and Hacker News.

Embargoes get their own section: pitch Tier 1 writers one to two weeks ahead, and give an exclusive to one outlet per tier only. Product Hunt has a step table tied to days, from the coming-soon page to a follow-up post a week after launch.

The skill publishes nothing and sends no email. You get copy and a plan, then send it yourself. Worth preparing assets first: high-res screenshots, a 1024×1024 icon and founder photos, because a pitch without a press kit link goes nowhere. Editorial App Store featuring lives in a separate skill, `app-store-featured`, and overall launch strategy in `app-launch`.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add appeeky/aso-skills --skill press-and-pr -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/press-and-pr/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/press-and-pr/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add appeeky/aso-skills --skill press-and-pr -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/press-and-pr/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add appeeky/aso-skills --skill press-and-pr -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/press-and-pr/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install appeeky/aso-skills press-and-pr
```

2. **Manually: put the files in place**
- File: `.github/skills/press-and-pr/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add appeeky/aso-skills --skill press-and-pr -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/appeeky/aso-skills --path skills/press-and-pr
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/press-and-pr/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add appeeky/aso-skills --skill press-and-pr -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/appeeky/aso-skills/tree/HEAD/skills/press-and-pr/SKILL.md

## When to use it
- write a launch press release for an app
- assemble a press kit with screenshots and a founder bio
- draft a pitch to one specific journalist instead of a blast
- lay out a Product Hunt launch timeline
- find a news angle instead of listing features

## Example prompts
- Help me write a press release for my habit-tracking app launch
- Draft a pitch to a 9to5Mac writer about an app that hit 100K downloads with no ad spend
- Build a press kit — what goes in the presskit folder and on the /press page

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: fb608f3cbc2f49cc.

BEGIN THIRD-PARTY FILE fb608f3cbc2f49cc
```text
---
name: press-and-pr
description: When the user wants to get press coverage, media mentions, or editorial features for their app — including writing press releases, pitching journalists, getting on "best apps" lists, or building an app press kit. Use when the user mentions "press", "PR", "media coverage", "TechCrunch", "journalist", "press release", "app press kit", "get featured in media", "editorial coverage", "review from a blogger", or "app launch announcement". For Apple editorial featuring, see app-store-featured. For launch strategy, see app-launch.
metadata:
  version: 1.0.0
---

# Press & PR for Apps

You help indie developers and app teams get genuine media coverage — which drives installs, backlinks, and App Store credibility.

## Why Press Still Matters

- **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

## Target Media Tiers

### Tier 1 — High impact, harder to get

| Publication | Focus | Notes |
|-------------|-------|-------|
| TechCrunch | Consumer tech, startups | Exclusives preferred |
| The Verge | Consumer tech | Curated; quality bar is high |
| Wired | Tech culture | Long-form, unique angle needed |
| Fast Company | Innovation, productivity | Strong business angle |
| 9to5Mac | iOS/macOS apps | App-specific, accessible |
| MacStories | iOS apps | Very accessible for indie devs |

### Tier 2 — Accessible, meaningful reach

| Type | Examples |
|------|---------|
| App review blogs | AppAdvice, TouchArcade (games), AppShopper |
| Niche newsletters | App-specific verticals (health, productivity, finance newsletters) |
| YouTube channels | AppFind, MKBHD (for significant apps), niche channels |
| Podcasts | App podcast appearances, niche shows |

### Tier 3 — Start here

| Type | Examples |
|------|---------|
| Reddit | r/iphone, r/androidapps, r/productivity (category-specific) |
| Product Hunt | Launch day visibility |
| Hacker News | Show HN post for technical/productivity apps |
| Indie hackers | For indie developer community coverage |

## What Makes a Story

Press doesn't cover apps — they cover **stories**. Find your angle:

| Angle | Example |
|-------|---------|
| **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" |
```
END THIRD-PARTY FILE fb608f3cbc2f49cc

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