Press coverage builds credibility, not customers

Just getting PR is not a good goal. Most of the time PR is not going to get you leads or users, it's just not. What it is good for is credibility.

Sometimes what you're looking for is a prize to walk around with... Sometimes what you're looking for is not to reach that publication's audience at all anyway. Maybe what it really is is to tweet it and then put some money behind promoting that tweet.

Don't do a straight funding announcement. A lot of founders raise money and they're like, cool, let's announce. It's like, no, we'll use that funding announcement as a news hook to tell a larger story.

Maintaining a wonderful relationship with the press, being straightforward, being that brand that is going to be accessible, I really think that that pays off. David Pierce published a story that said this is the one work-life productivity app that you'll ever need. And that was Notion's big break.