# 167: Get Free Earned Media for a New Hardware Product

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2023-03-16
- Length: 20m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2023-03-16-167-get-free-earned-media-for-a-new-hardware-product
- Listen: https://productstartup.com/

## Summary

Jackson Wightman, co-founder of Proper Propaganda and co-author of The Tech PR Playbook, explains how hardware startups can leverage earned media to build brand equity and trust. He outlines three critical steps for success: differentiating the product story, targeting the correct journalists, and ensuring prototypes are simple to use. Wightman warns against 'feature bombs' and emphasizes that quality execution and clear communication are essential for securing coverage from major tech outlets.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2023-03-16-167-get-free-earned-media-for-a-new-hardware-product#t=0) Introduction and Guest Background
- [3:02](https://hardwarepodcasts.com/podcast/product-startup/2023-03-16-167-get-free-earned-media-for-a-new-hardware-product#t=182) Defining Earned Media and Its Value
- [6:38](https://hardwarepodcasts.com/podcast/product-startup/2023-03-16-167-get-free-earned-media-for-a-new-hardware-product#t=398) Repurposing Media for Brand Equity
- [8:38](https://hardwarepodcasts.com/podcast/product-startup/2023-03-16-167-get-free-earned-media-for-a-new-hardware-product#t=518) Differentiation and Targeting Journalists
- [11:30](https://hardwarepodcasts.com/podcast/product-startup/2023-03-16-167-get-free-earned-media-for-a-new-hardware-product#t=690) The Importance of Simple Assets and Testing
- [14:20](https://hardwarepodcasts.com/podcast/product-startup/2023-03-16-167-get-free-earned-media-for-a-new-hardware-product#t=860) Avoiding Feature Bombs and Execution Quality
- [17:05](https://hardwarepodcasts.com/podcast/product-startup/2023-03-16-167-get-free-earned-media-for-a-new-hardware-product#t=1025) Overview of The Tech PR Playbook

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Prototyping & iteration](https://hardwarepodcasts.com/topic/prototyping)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Proper Propaganda (company)
- The Tech PR Playbook (other)
- TechCrunch (company)
- Brian Heater (other)
- Ars Technica (company)
- The Verge (company)
- New York Times (company)
- CNet (company)
- Mako Design + Invent (company)
- Kickstarter (company)
- Indiegogo (company)
- Amazon (company)
- Nielsen (company)
- Samsung (company)
- Sony (company)
- Apple (company)
- Tesla (company)
- Nike (company)

## Related episodes from other shows

- [10: The Press](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-03-17-10-the-press) (Thoroughly Considered)
- [#163 - The Startup CPG Newswire & PR Tips from Jess Windell](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-01-163-the-startup-cpg-newswire-pr-tips-from-jess-windell) (The Startup CPG Podcast)
- [Ep. 39 - Starting a Hardware Company](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-05-15-ep-39-starting-a-hardware-company) (Open Hardware Manufacturing Podcast)
- [S1 E7: Level Up Your Hardware Product Pitch with Haje Kamps](https://hardwarepodcasts.com/podcast/the-builder-circle/2023-06-27-s1-e7-level-up-your-hardware-product-pitch-with-haje-kamps) (The Builder Circle)
- [Introducing: It's only a Prototype Podcast](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-04-09-introducing-its-only-a-prototype-podcast) (It's Only a Prototype)

## Citing this page

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