June 9, 2026

How I manage press

Coverage gets edited, reworded, or taken down after you agree to it. Here is the system I run so I never lose a mention, and so it feeds the rest of the business.

Press coverage moves. Outlets edit it, reword it, or take it down, and what runs often isn’t what you agreed to. If the source was online, the print edition might not even match it.

So before I sit for an interview now, I ask for three things. Any founder should:

1. Cite us properly. Bare minimum.
2. A do-follow link.
3. A look before it goes live. Accuracy, not spin.

You won’t always get all three. Ask anyway.

Keeping track of it used to be manual. Save a PDF, screenshot the print edition, drop it in a spreadsheet, or Notion, or Airtable. Spread across five surfaces, half of it rotting, none of it connected. Over a decade of coverage, that falls apart.

So I built a press engine.

I add a link or a reference, and it gets cataloged, saved, and time-stamped in one place. The part that matters most: it registers a snapshot of the coverage with the Internet Archive, the Wayback Machine. That counts for legal reasons, and it gives you a reference point the outlet can’t quietly edit out from under you.

The page can die. The record doesn’t.

50 instances logged so far. Maybe a fifth of the coverage we’ve actually had.

Now it’s one source of truth instead of a scavenger hunt. Agent loops keep it current, and I step in when I want to. Because it lives in one place, it feeds everything else: the website, the collateral, a course, an outbound email. When I need a clip, it’s already there.

Then there’s the part most companies don’t think about. The row of press logos on a homepage. Normally someone hunts down each logo and argues about which ones make the cut. Mine routes automatically off the same source of truth. The brain decides what shows up where.

And if someone takes your work, you have the record and the timestamp to act on it. Most companies can’t find their own coverage, let alone prove when it ran.

I can tell you what ran, when, and what they changed.