Your First 90 Days of PR as an App Founder (Action Plan)
When founders decide to invest in PR, the biggest question is: where do I start? A 90-day roadmap simplifies the process and removes uncertainty. Many startup founders follow structured launch and marketing strategies recommended by startup resources like Y Combinator’s startup library, which explains how early publicity can support product growth.
In the first 30 days, focus on preparation. Define your app’s positioning and identify your core story. Create a basic press kit including screenshots, logo, and a short founder bio. These assets will support all future outreach. Many companies host their press kits on their websites following guidelines shared by platforms such as Product Hunt, where startups introduce their products to early adopters and media.
During this phase, also build a media shortlist. Identify 20–30 relevant publications and journalists. Prioritize niche platforms over large outlets initially. Communities like Indie Hackers are often great starting points because they focus on startup stories and founder journeys.
Days 30 to 60 should focus on execution. Publish your first press release and begin outreach. Aim for small wins — blog mentions, newsletters, and community features. Early traction builds confidence and increases the chances of larger publications noticing your story.
This is also a good time to experiment with storytelling. Try different angles — technical deep dives, founder journey stories, or problem-solution narratives. Many technology publications such as TechCrunch often highlight startups that present compelling stories alongside their products.
The final 30 days should focus on momentum. Repurpose your coverage across social media and app store listings. Add “Featured In” sections to your landing page to build credibility and social proof.
Use this period to analyze what worked. Which angles resonated? Which publications responded? Use these insights to refine your long-term PR strategy and strengthen future outreach.
PR is not about overnight virality. It’s about steady visibility. A structured 90-day plan helps founders build a strong publicity foundation that compounds over time.