You're losing press coverage (the fix costs $0) 🪶

A reporter on deadline won't fight to cover you

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A weird chunk of running this newsletter is hunting for other people’s logos.

You’d be amazed how hard companies make this. I search “[company] logo” and get a bunch of third-party sites with a watermark stamped across the file. So I give up and screenshot something blurry.

It sucks.

Now imagine a reporter at a real publication, on deadline, doing the same hunt. But they don't settle for the blurry screenshot. They just write about someone else (whose assets are easy to find).

A while back I explained how to get journalists to come to you in the first place (that storytelling framework got me into Business Insider and The Guardian). Today’s guide is the other half: once a reporter shows up, make it stupidly easy for them to stay.

Your job is to remove the friction ↓

🪄 Logo magic trick

The company doing this best right now is Ramp:

The first thing anyone does when they want your logo is right-click it in the top corner of your homepage. Ramp turned that reflex into a secret menu:

Click their logo and you get “Copy SVG”, a “Media Kit” download, and a link to a full “Press” page packed with stats you can quote.

No hunting required - I love it.

🧱 The most expensive Google Drive mistake

A “press kit” is a folder with everything a reporter might need: your logo, screenshots, brand colors, a headshot or two. The only rule is to keep it very very public - with nothing standing between the reporter and the download.

Rippling almost gets this right. They have all their media resources neatly sorted in one place, which I was happy to see:

But when you click to download something, you actually need to request Google Drive access 💀💀💀

A journalist writing about the space doesn’t really care whether the example is Rippling or Deel. They’re not going to “request access” and wait for someone to approve it. They’ll just cover Deel.

Maybe it’s intentional, and Rippling wants to see who’s pulling their files so they can follow up later. Or they want to prevent competitors from seeing their product screenshots (then why give it to press..? 🤔). Maybe someone just assumed the folder was public.

Either way it’s costing them coverage, so make sure yours is 100% public.

💸 What reporters actually copy-paste

Reporters love a number to build a story around.

Stripe makes it effortless: their Newsroom page has a “Fast Facts” section with big skimmable stats. For example:

$1.4T+ in payments processed by businesses on Stripe in 2024

Write yours the same way: the stat, then the ready-made sentence it slots into.

My favorite version of this, and the boldest, is putting your real metrics on a public live page that updates on its own. Buffer started it with their /open dashboard, showing live monthly active users and revenue out in the open:

One last thing: make sure they can actually find the page. Reporters tend to randomly type [yourcompany].com/press, or /media, or /brand, and expect to land in the right place. That’s why all three of these Okta URLs point to the same spot:

• okta.com/press

• okta.com/newsroom

• okta.com/news

I think that’s smart.

Have a great week ✌️

Tom