Business

That’s a question I’ve been asking myself ever since I started releasing software to the public.

Googling “When to send a press release”, I get articles talking about on what specific weekday to send it or at what time of day.
Or “send a press release when you have something newsworthy”.

Although that is good advice – never send anything not newsworthy, you’ll just alienate people – that’s not the subject of this blog post.

What I mean by ‘When’ is: should I send a press release a couple of days before I release an app or on the same day?
And yes, it is an “either – or” kind of situation. I’ve been told by journalists I asked if it’s cool to follow up a week after (or send the press release again) – definitely don’t do that.

Non-Embargoed Press Releases

To issue press releases the same day I release the app itself always felt natural to me. I’ve been doing it for as long as I’ve released software.
No advance notice, no follow up – just “send it and forget it”. I want to get the news out when it’s fresh and hot and when it’s available for everyone to download.

Control Is An Illusion

Front and foremost, it gives me this feeling of ‘control’. When sending out a press release the day of, I feel like I’m on the mind of the journalist and like they’re more inclined to write about my app since it is “fresh off the press” and just happened. And there might be some truth to that as I’ve seen good results with that approach. But you never have any control to speak of. That’s an illusion.

Secondly, there’s the App Store Review process. It takes time. So once the review is done and the app has been approved, I’m usually very eager to get the app out the door as soon as possible and not have to wait around a couple of days more to be able to send out press releases ahead of time.
I also don’t want to send out a press release while the app is still in review – that’s got ‘catastrophe’ written all over it.
If you send out a press release with an embargo only to have your app rejected some time later, you’ll have to issue a redaction and that’s just hideously tedious. It’s a one-way-ticket onto the journalist’s blacklist.
Even though there are apps for checking the average review times for the iOS and Mac App Stores, it’s just too uncertain in my opinion.

Forget me not

It’s not fun to spend hours writing a decent press release, send it out early to members of the media just to find out they forgot about it come the actual date of the app release. This is probably not much of an issue with bigger news sites and blogs that have systems in place for embargoed press releases, but smaller blogs run by independent reviewers might do all this by hand, so things might slip their minds.

Sending press releases with an embargo also has the risk of of the news leaking.
You send out your news with an embargo of one week, but that doesn’t mean that every member of the media is going to respect that – they might publish early to break the news first (a problem I assume only bigger companies face who’s news appeals to a broader audience than mine, a small indie developer’s press release; but nonetheless, it’s still something to be wary of).
I hear that embargoes aren’t legally binding, so be wary of that as well. 

Embargoed Press Releases

With everything you’ve read by now, you might think sending a press release beforehand might not be a good idea. And you’re right, a lot of it speaks against it (although it depends heavily on each individual case).

But there is one thing about it that appeals to me more and more the longer I ponder it – with a press release you send early, you give your potential reviewers time.

Time for Preparation

Imagine being a journalist, getting a couple dozen press releases each day (or more) and some of them are to be released on the same day. There’s simply no way you could check out all those apps and publish on the same day. Pressed for time, a journalist might be inclined to just post the entire or edited press release, publish late or not post about it at all. But a full review is out of the question, that’s for sure.

If you issue that press release a week early, though, you’re helping out not only the journalists you’re addressing, but also yourself.
You give the greatest gift there is: time.

Time to check out your app in detail, less in a hurry to get to the next press release, because they do pile up, I’m sure.
Time to use the app for a few days, should they decide to cover it and get a deeper look at how the app works and feels.
Time to experience details about the app that make it stand out over its competitors.
Time to get more details about the app, e.g. check out the app’s Press Kit; ask you for more details if something isn’t clear or if they have any questions in general.

I believe that is invaluable for all parties involved.

Testing Embargoed Press Releases

To put this to a test, for the release of Transloader 2.1, I sent out the press release one week ahead of the release and the result has been way better than I thought. As I wrote before, I sent out PR with the bad aftertaste of thinking it would be forgotten on the actual day of the release.

But that was not the case. Quite the contrary, actually.

After sending out an embargoed PR, I pretty soon received requests for promo codes to an extent I have not experienced before. That might be attributed to the extended time frame they had for reviews, given the embargo. I imagine journalists don’t bother asking for promo codes if they don’t have the time to really look at the app anyway.

The embargo itself worked very well, not one site posted early. I used the following wording (in bold print) right before the press release body

Embargo: Please do not publish before March 10th, 2015

I think I will take out the “Embargo:” part, though, it sounds kind of demanding.

Among others, MacNN, c|net and the german site MacGadget posted favorable reviews of Transloader and @MacTrast called it their iOS App of the Day.

All in all, it went very well and I’m very satisfied with how it turned out.

Conclusion

I will be moving to embargoed press releases from now on. The benefits of giving journalists some time to check out your app by far outweighs the disadvantages listed above and I think it engaged journalists more.

And that’s what press releases are all about.

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My name is Matt, I’m the developer of Eternal Storms Software. If you’d like to comment, you can catch me on twitter here: [twitter-follow screen_name=’eternalstorms’ show_count=’yes’] or by eMail.

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Apple is currently featuring Yoink on the Mac App Store, in the category “New Year, New You”, and it’s in great company with the very popular apps MindNode Pro, 1Password, OmniFocus and Evernote.
I couldn’t be more proud and humbled.

This certainly wouldn’t have happened without all of you, so

Thank you!

—-
My name is Matt, I’m the developer of Eternal Storms Software. If you’d like to comment, you can catch me on twitter here: [twitter-follow screen_name=’eternalstorms’ show_count=’yes’] or by eMail.

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One of my biggest gripes with the App Store is not being able to contact customers who leave a review directly.

A tweet by @fafner (developer of the App MindNode) today, August 13th 2014 in which he asked if developers read reviews on the App Store, made me think about this some more.

The one thing I really miss about selling Apps on my own, outside of the App Store, is the contact you have with your customers.
If there was a problem with one of my Apps, they had to contact me directly, since there was no other way. And we could take things from there, have an ongoing stream of communication.

With the App Store, customers are inclined to leave a review of my App with feature requests, bug reports or more general criticism rather than contact me directly. Even though I make it very easy to write me through my website and the Apps themselves.

While I really appreciate every review, there’s nothing more frustrating than getting a review about, say, a request of a feature that, unknown to the reviewer, has already been implemented and not being able to tell them about it (replying to the review with another review of your own app is possible, but there’s little to no chance the customer will ever read it, plus you’d have to rate the App to do so and that opens up an entirely different can of worms (in short: don’t do it)).
Or even worse, you get a bug report and you can’t contact them for more information in order to reproduce it.

What I currently do when this happens is fire up google and search for the reviewer’s nickname – a more than often lengthy procedure. When a Twitter, Facebook, YouTube, tumblr (and so on) account finally comes up, I use that to contact them, well aware it might not even be them – it has happened before that I contacted someone and they were the completely wrong person. It’s embarrassing, but they usually understand and think nothing of it.

It takes a lot of time and nerves that’s only worth it if you have the right person in the end. Otherwise, that time could have been so much better spent.
Additionally, you’re never entirely sure if they check their messages on YouTube, for example.

I understand why the App Store doesn’t allow for direct contact from the developer to the customer. First and foremost, it’s a privacy issue and that’s more important now than it ever was.
Threaded comments on the App Store seem unappealing to me as well plus it could escalate quickly if the customer or developer gets upset for some reason, so threads would have to be curated somehow. Also, other people could chime in in what was meant to be a two-way communication. Unfavorable as well.

Nevertheless, a solution on Apple’s part would be favorable. Actually, I’ve filed bug reports (radars) with Apple on how they could improve this.

They are based on the premise that not the developer initiates contact, but the customer does (and why wouldn’t they want to – they bought the App, they want it to work).

One (rdar://13367865) is to pop up a “Contact Developer” button when a user selects two or less stars for a review on the App Store. It might also be based on keywords (crap, useless, sh*t come to mind ;))
So the user selects one star and before they can click send, another button is shown directly next to it asking the reviewer to contact the developer. Problem solved.

The other one (rdar://13379347) is for crashes. You know how, when an Apple App crashes, you get a text area to supply some more information and send that to Apple?
This could also be done for third-party Apps.
The developer could supply their support email in the Info.plist (a collection of metadata for the App, like version, copyright info, etc) in the App’s bundle.
When the crash happens, you get a crash report window. Additionally to the buttons “Reopen” and “Cancel”, there could be a “Contact Developer” button, if the email has been supplied in the plist. You click it and it opens up a new mail message with the crash report already attached, leaving the possibility for more info (or it is done in-window like the Apple App Crash dialog).

Developers do get crash reports through Apple’s iTunes Connect, but that’s all they get. There’s no contact information attached (again because of privacy issues, of course).

It surprises me that not more work has been done in that area on the App Store.

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My name is Matt, and I’m the developer of Eternal Storms Software. If you’d like to comment, you can catch me on twitter here: [twitter-follow screen_name=’eternalstorms’ show_count=’yes’] or by eMail.

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