Pitch Perfect for Developers is a Perfect Pitch

Pitch PerfectMany smaller developers without access to a professional public relations agency, don’t always know how to approach a blogger/reviewer. For that matter, some PR agencies are also somewhat mystified about how bloggers work. This new e-book by Erica Sadun and Steve Sande lays it all out: How to pitch your product to a publication.

Have you ever wondered about how publications handle press releases of new products and reviews? With more than 600,000 apps for iOS and more than 10,000 apps in the Mac App Store, news sites and reviewers can’t possibly keep up with the rate at which products are released.


As a result, there are some common sense rules for contacting publications, but there are many more ins and outs in this industry. Developers who don’t know these trade secrets will have a tough time getting their product noticed let alone reviewed.

Coming to the rescue, Erica Sadun and Steve Sande, both writers with TUAW, have written the quintessential guide for developers and PR agencies on:

  • How blogsites work
  • What makes an attractive product?
  • Composing the pitch
  • Avoiding mistakes
  • Case studies of good and bad press releases
  • How to develop a relationship with a publication

Several of the most useful sections include: the logistics of hardware reviews, how to handle Promo Codes, how to create a video of your product, and how to respond to a bad review with grace and constructive thinking.

In reading the book, I discovered that the approach is almost, line-by-line, identical to the policies and philosophies here at The Mac Observer. And I’ll bet they’re the same at most other publications. So every developer probably would benefit by checking out this e-book before approaching a publication with either a press release or a pitch to do a review.

These two writers have been there and done it all, so their advice is spot on. Pitch perfect is 235 pages, well written, informative, and has an extensive table of contents. It’s available either from Amazon as a Kindle book or from Apple in iBooks at US$8.99. And even if you’re not a developer, you might be someday or know someone who is. It’s not a bad idea to know how we think and work here on this side of your computer’s display.