pr-and-press

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Mastering PR and Press

精通公关与媒体宣传

Turn media coverage into a strategic engine for credibility, growth, and brand authority.

Help the user with mastering pr and press using insights from 9 guests and posts across Lenny's Podcast and Newsletter.

将媒体报道转化为提升可信度、实现增长和建立品牌权威的战略引擎。

借助Lenny's Podcast和Newsletter中9位嘉宾的见解及相关文章，帮助用户精通公关与媒体宣传。

How to Help

帮助方式

Identify the objective - Determine if the goal is social proof for investors, a launch spike, or B2B sales credibility.
Refine the narrative - Simplify the product mission into a jargon-free story that is truly remarkable.
Target the right journalists - Match the story type to specific publications and reporters whose beats align with the news.
Develop the outreach plan - Craft direct, value-driven pitches and prepare data to support the emotional vision.

明确目标 - 确定目标是为投资者提供社会证明、实现产品发布期用户激增，还是提升B2B销售可信度。
打磨叙事 - 将产品使命简化为无行业黑话、真正值得讨论的故事。
锁定目标记者 - 将故事类型与报道领域匹配的特定媒体和记者对接。
制定触达计划 - 撰写直接、以价值为导向的推介方案，并准备数据支撑情感化愿景。

Core Principles

核心原则

Press as a tactical tool

媒体报道是战术工具

Jason Feifer: "You don't go out and raise money if you don't know what the money is for. You shouldn't go out and try to get press if you don't know what the press is for."

Media coverage should be treated as a tactical tool for specific business goals like funding or awareness rather than a goal in itself. Define the purpose before you begin.

Jason Feifer: "你如果不知道融资的用途，就不要去融资。你如果不知道媒体报道的作用，就不要去争取媒体报道。"

应将媒体报道视为实现融资、品牌认知等特定业务目标的战术工具，而非目标本身。在启动前先明确目的。

Match news to media patterns

让新闻匹配媒体运作模式

Emilie Gerber: "And I'm talking about TechCrunch specifically here only because the reality is they are the publication that's going to be most likely to write your funding story, that's just kind of the way it works. And it's not a bad thing, they're actually... They don't have a paywall, they tend to do a very good job, they understand it. It's a well-oiled machine, and so we know if you've done a story with them, it's going to pretty much go how you want to plan it."

Match your news to publications that have a well-oiled process for that specific category of story. For instance, TechCrunch is often the best fit for venture funding announcements.

Emilie Gerber: "我这里专门提到TechCrunch，是因为现实中它最有可能报道你的融资新闻，行业惯例就是如此。这不是坏事，实际上他们……没有付费墙，报道质量很高，也懂这个领域。他们的运作非常成熟，所以你如果和他们合作做报道，基本会按照你预期的方向推进。"

将你的新闻与对该类报道有成熟流程的媒体匹配。例如，TechCrunch通常是风险融资公告的最佳选择。

Minimize friction for consumer press

降低消费级媒体报道的门槛

Emilie Gerber: "The barrier to trying the product is very low, you can quickly type in a query, get the answer, and then see the power of the tool. It takes one time to see the power of the tool. So in that case, I think just organic press is enough to generate that."

If you are launching a consumer product, ensure the value is clear and the friction to try it is nearly zero. Use simple comparisons to known tools for instant clarity.

Emilie Gerber: "产品的试用门槛非常低，你可以快速输入查询、得到答案，然后就能感受到工具的强大。只用一次就能感受到。所以在这种情况下，我认为自然获得的媒体报道就足够了。"

如果你正在推出消费级产品，要确保产品价值清晰，试用门槛几乎为零。可以用大众熟知的工具做简单类比，让用户瞬间理解。

Prioritize audience value

优先考虑受众价值

Jason Feifer: "The editor, the writer, I'll just say it as plainly as possible. They don't care about you. They don't care about you. They care about their reader or their listener or their viewer."

Success depends on providing value to the journalist's audience rather than highlighting benefits for your own company. Research the publication's mission before reaching out.

Jason Feifer: "编辑、作者，我就直说了，他们不在乎你。真的不在乎你。他们在乎的是自己的读者、听众或观众。"

成功的关键在于为记者的受众提供价值，而非强调自身公司的收益。在触达媒体前，先研究该媒体的定位。

Avoid generic PR blasts

避免通用公关群发

Jason Feifer: "Finding the writers and editors who you're actually going to reach out to, who are going to most receptive to you. And also making sure that because you did the prep, you can figure out how to tell your story in a way that they're going to be interested in."

High-quality PR requires identifying specific individuals whose beats align with your unique story angle. Tailor every outreach to match their previous work and avoid mass pitching.

Jason Feifer: "找到你真正要对接的、最有可能接受你内容的作者和编辑。而且因为你做了准备，你能找到用他们感兴趣的方式讲述故事的方法。"

高质量的公关需要找到报道领域与你独特故事角度匹配的特定人员。每一次触达都要根据他们过往的作品量身定制，避免大规模群发推介。

Use B2B press for validation

用B2B媒体报道做背书

Emilie Gerber: "So I think, yeah, that's the value from the B2B perspective and it's not necessarily going to directly drive signups, but when that AE is sending their sales emails and they can link to a story, I think that really helps. Also, candidates too, when you're reaching... If it's a recruiter reaching out on LinkedIn and they only have 100 characters to make their pitch, linking to that story can be really powerful."

For B2B startups, the most important outcome of press is the third-party validation it provides. Use coverage to build credibility with buyers, candidates, and sponsors during the sales process.

Emilie Gerber: "所以我认为，这就是B2B视角下媒体报道的价值——它不一定能直接带来注册，但当AE发送销售邮件时，如果能附上报道链接，会非常有帮助。对候选人也是如此，当你联系……如果招聘人员在LinkedIn上招人，只有100个字符的空间做介绍，附上报道链接会非常有说服力。"

对于B2B初创公司来说，媒体报道最重要的成果是它提供的第三方背书。在销售过程中，利用报道建立与买家、候选人和赞助商之间的可信度。

Templates & Frameworks

模板与框架

Airbnb's Bottom-Up PR Strategy (Virality is a myth (mostly)) - How Airbnb used the 2008 DNC and a deliberate bottom-up press strategy to get broadcast coverage
Seth Godin's 'Remarkable' Test (Generating buzz) - A simple litmus test for whether your launch idea will generate buzz: Is it literally 'worth making a remark about'?
PR as Credibility Asset (Not Lead Gen) (Zoelle Egner) - Use PR coverage strategically as an attachment in hiring emails and cold outbound, not as a direct acquisition channel
Superhuman's Cultural Zeitgeist Press Strategy (How the biggest consumer apps got their first 1,000 users) - How Superhuman generated 5,000+ signups from a single strategically timed Medium post about the Mailbox shutdown
Slack's Press Blitz Launch (How to find and win your first 10 B2B customers) - Slack used the founding team's prior experience and reputation to execute an impressive press campaign that drove 8,000 day-one invitation requests
The 3-Step Press Pitching Process (Jason Feifer) - A high-level workflow for securing media coverage.
PR Agency Vetting Criteria (Emilie Gerber) - A set of criteria to evaluate potential PR agencies for a startup.
Meg O'Hara's Cold Email Pitch (Jason Feifer) - A successful cold email pitch that resulted in a podcast episode and article.

See

references/artifacts.md

for the full list with details.

Airbnb自下而上公关策略（病毒式传播（大多）是个神话） - Airbnb如何利用2008年民主党全国代表大会（DNC）和精心设计的自下而上媒体策略，获得广播电视报道
Seth Godin「值得讨论」测试（制造热度） - 一个简单的检验标准，判断你的发布想法是否能引发讨论：它是不是真的「值得被评论」？
公关是可信度资产（而非获客工具）（Zoelle Egner） - 战略性地将公关报道作为招聘邮件和冷触达邮件的附件，而非直接获客渠道
Superhuman文化时代精神媒体策略（顶级消费应用如何获得首批1000名用户） - Superhuman如何通过一篇把握时机的、关于Mailbox停服的Medium文章，带来了5000+注册
Slack媒体闪电式发布（如何找到并赢得首批10个B2B客户） - Slack利用创始团队的过往经验和声誉，开展了一场令人印象深刻的媒体宣传活动，在发布首日就带来了8000个邀请请求
三步媒体推介流程（Jason Feifer） - 一个获得媒体报道的高层级工作流。
公关代理商筛选标准（Emilie Gerber） - 一套用于评估初创公司潜在公关代理商的标准。
Meg O'Hara冷邮件推介（Jason Feifer） - 一封成功的冷邮件推介，最终促成了一期播客节目和一篇文章。

完整列表及详情请见

references/artifacts.md

。

Questions to Help Users

引导用户的问题

"What specific business outcome are you trying to achieve with this press coverage?"
"Can you explain your product mission in one sentence that a second-grader would understand?"
"Which journalists are already writing about your specific category or your competitors?"
"What is the most remarkable or surprising part of your story that people would feel compelled to talk about?"
"How will you use the resulting article to build long-term credibility in your sales or hiring process?"
"Is your product currently in a state where the friction to try it is nearly zero for a new user?"

"你希望通过这次媒体报道实现什么具体的业务成果？"
"你能用二年级学生都能听懂的一句话解释你的产品使命吗？"
"哪些记者已经在报道你所在的细分领域或你的竞争对手？"
"你的故事中最值得讨论或最令人惊讶、让人忍不住想分享的部分是什么？"
"你将如何利用最终的报道在销售或招聘过程中建立长期可信度？"
"你的产品目前是否处于新用户试用门槛几乎为零的状态？"

Common Mistakes to Flag

需要注意的常见错误

Using press as a primary driver of B2B user signups - Press is far more effective as a credibility tool for sales and recruiting than as a direct acquisition channel for early B2B customers.
Crafting complex or jargon-filled launch announcements - If a non-technical family member cannot understand your product value immediately, journalists and their audiences likely will not either.
Relying on automated PR blasts or mass-pitching lists - Reporters ignore generic outreach; successful coverage requires identifying specific journalists whose beats align with your story.
Ignoring a PR crisis or responding too slowly to misinformation - False narratives spread much faster than factual corrections, making rapid and direct communication essential to protect your brand.
Pitching the benefits to your company instead of value to the reader - Journalists prioritize stories that serve their audience's interests or provide useful lessons over corporate updates.

将媒体报道作为B2B用户注册的主要驱动力 - 对于早期B2B客户来说，媒体报道作为销售和招聘的可信度工具，远比作为直接获客渠道有效。
撰写复杂或满是行话的发布公告 - 如果一个非技术背景的家人都不能立刻理解你的产品价值，那么记者和他们的受众大概率也不能。
依赖自动化公关群发或大规模推介列表 - 记者会忽略通用的触达内容；成功的报道需要找到报道领域与你的故事匹配的特定记者。
忽视公关危机或对不实信息回应过慢 - 虚假叙事的传播速度远快于事实纠正，因此快速、直接的沟通对于保护品牌至关重要。
推介时强调公司收益而非读者价值 - 比起企业动态，记者更看重符合受众利益或能提供有用经验的故事。

Deep Dive

深入了解

For all 21 sourced insights from 9 guests, see

references/guest-insights.md

如需查看来自9位嘉宾的全部21条来源见解，请见

references/guest-insights.md