Jason Feifer
Jason Feifer is the editor in chief of Entrepreneur magazine and a former editor at Fast Company. He’s 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.
Launch & Go-to-Market Skills
Media coverage should be treated as a tactical tool to achieve specific business objectives rather than an end in itself.
"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."
To secure coverage, frame your pitch around the value your story provides to the publication’s audience rather than the benefits for your company.
"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."
Generic PR blasts fail; success requires identifying specific journalists whose beats and interests align with your unique story angle.
"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 yo..."
A quality PR professional prioritizes strategic storytelling and targeted outreach over automated mass pitching.
"A lot of people in PR are not thinking specifically about how to tell the right story to the right potential media outlet. Instead, what they're doing is they're just playing a numbers game, and they'..."
Press is an unpredictable add-on to growth that is best leveraged as social proof for partners and investors.
"But then I have also heard entrepreneurs tell me that it didn't do anything for them or that it did one very specific thing for them, which is to say maybe some potential partner read it and reached o..."