Articles · Distribution · 8 min read
How to Get Press Coverage for Your Product Launch (Without a PR Agency)
By the LaunchStall team · Updated Oct 25, 2026
Press coverage can put a new product in front of thousands of the right people and earn strong backlinks. You don't need a PR agency — you need a relevant story, the right writers and a pitch that respects their time.
Aim smaller and more relevant
Big tech publications rarely cover small launches. The best early coverage usually comes from:
- Niche newsletters in your industry
- Industry blogs and trade publications
- Podcasts that interview founders
- Local press ("local founder builds…")
- Roundups like "tools of the week" posts
A mention in a newsletter read by 5,000 people who have your problem beats a mention in a huge outlet nobody in your market reads.
Find the right writer
Look for people who have written about similar products or the problem you solve recently. Read what they write. Note why your product fits their readers.
Have a story, not just a product
Journalists cover stories. Angles that work:
- A trend your product is part of
- Original data — something you learned from your users or a small survey
- A strong founder story — why you, why now
- A contrarian take on how your industry works
- A useful free resource readers will love
Write a short, personal pitch
- Subject line: specific and plain — no hype.
- First line: why you're writing to this person.
- Two or three sentences on the story and why their readers care.
- The ask: would they like a demo, data or an interview?
- No attachments; link to a simple press kit instead.
Keep it under 150 words. Follow up once after about a week, politely. Then let it go.
Make coverage easy
Prepare a press kit page with:
- A one-paragraph description and a short founder bio
- Logo and high-resolution screenshots
- Key facts: launch date, pricing, notable numbers
- Contact details
Combine press with your launch
Coverage lands best when there's something happening: a launch, a big update or new data. Plan outreach a week or two before your launch, and have the launch page ready. Our launch checklist covers the timeline, and launching on LaunchStall gives writers a live page to link to.
Don't
- Mass-email hundreds of journalists with the same pitch
- Pay for "guaranteed coverage" schemes
- Send long press releases to people who didn't ask for them
Frequently asked questions
Do I need a PR agency to get press for my startup?
No. Personal, relevant pitches to niche newsletters, blogs and podcasts often work better for early-stage products than agency outreach.
How long should a press pitch be?
Short — under about 150 words, with a clear reason you’re contacting that writer, the story, and a simple ask.
When should I pitch press for a launch?
One to two weeks before launch, so writers have time to look at the product and plan coverage.