You don't need an agency to get press. Here is how to find your story angle, pitch the right writers, and earn coverage.
Press can put your product in front of thousands overnight. And you don't need an agency to get it.
Most founders think PR is for big brands with big budgets. It isn't. A good story and a clear pitch can open doors.
I built Incy Interiors into a $50M brand, sold in 9 countries. Coverage helped people trust us early. Here is how to earn it yourself.
Understand what press actually wants
Journalists are not looking for ads. They are looking for stories.
A new product is not a story on its own. The angle is. A trend, a problem solved, a founder's reason, a moment in time.
Give them something their readers will care about. Make their job easy and you become useful, not annoying.
Story first. Product second.
Find the right people to pitch
Spray-and-pray pitching fails.
Find the specific writers who cover your world. Read what they actually publish. Notice the topics they return to. Then pitch something that fits their beat.
A handful of well-matched pitches beats a hundred generic ones. Relevance is everything.
Build a short, real list. Quality over volume.
Write a pitch they can't ignore
Keep it short and human.
Lead with the hook in the first line. Say why now, why this matters, and why their readers will care. Then a line on the product. Then how to reach you.
No jargon. No fluff. A busy writer skims. Make the value obvious in seconds.
If they have to dig for the point, you've lost them.
Use your founder story
People connect with people, not logos.
Your story is an asset. Why you started. The problem you saw. The second-chapter leap. That is the human thread press loves.
If she can do it, maybe I can too. That feeling sells magazines and clicks.
Lead with the human, support with the product.
Make the most of every feature
One feature can work for months.
Share it everywhere. Add an "as seen in" to your site. Thank the writer. Build the relationship for next time.
Press builds trust that money can't buy. Squeeze every drop from each mention.
One yes today makes the next one easier.
Your next step
Find your real story angle this week. List five writers who cover your space. Read their recent work.
Then send one short, tailored pitch led with a hook. Follow up once, politely.
Press is a story, the right person, and a clear ask.
If you want help shaping a brand worth writing about, that is what The Product Path is built for. Come find us when you're ready.
Kristy Withers
Product business strategist & sourcing specialist
Ready to go further?
Let's build your product business.