Hey there!

Welcome back to Pitch Point — your go-to newsletter for practical, case-driven PR insights. Each edition, we break down a real case to show how smart communication can solve tangible business challenges.

We already told you about JetBrains in our first case, From Code to Stage. Now, we want to share another case about their Academy — and how the right media hit turned into 1,000 new customers. 

Let’s break it down! ✨

🎙️ On the go? We’ve got you. Hit play to listen to this case instead of reading it. Perfect for your walk, commute, or coffee break.

Case: The TechCrunch Effect — Driving 1,000 Customers with One Article 

JetBrains, now the world’s leading software company — with tools used by over 11.4 million developers globally — turned to us to help launch their new online coding platform, JetBrains Academy. It was set to launch out of beta just before the COVID-19 pandemic hit. 

The challenge? Cut through the noise during the pandemic and attract users in an already crowded market of free and paid coding courses. Originally planned as a paid platform, JetBrains quickly pivoted, making the entire platform free during the pandemic. This allowed people stuck at home or facing job uncertainty to build new skills — a move that became the foundation of our media campaign.

The result? A single article we secured in TechCrunch brought in 1,000 new customers almost immediately.

You can make it happen with PR — here’s the universal template for you to turn media coverage into real customers.

Step 1: Finding the Newsworthy Angle

Just launching a coding platform or any other new tool isn’t enough to catch a top journalist’s attention. We needed a strong angle. After analyzing market trends, we focused on the fact that JetBrains Academy:

✅ Offered full access for free during COVID-19 — a timely, empathetic move.
✅ Integrated learning directly in a professional-grade IDE, unlike competitors who only offered browser-based platforms.
✅ Supported multiple languages and let educators build and share their own courses.

This made the story not just about a product launch but a meaningful initiative to help people upskill during a global crisis.

Step 2: Pitching the Right Journalist

We carefully researched tech journalists and pitched Mike Butcher at TechCrunch — his focus on European tech disruptors and previous coverage of pandemic solutions made him a perfect fit for JetBrains.

We personalized the pitch, emphasizing the social impact of free access during the pandemic and highlighting JetBrains' unique learning approach.

The pitch landed — and Mike wrote a detailed article about JetBrains Academy.

Step 3: Amplifying the Coverage

Getting published is just step one. To maximize the impact of the piece, you can also:

✅ Promote the article across social channels and newsletters, driving more views.
✅ Leverage the article for credibility in future sales and partnership conversations.
✅ Follow up with interested readers, converting media attention directly into sign-ups.

The Impact

Within days of publication, JetBrains Academy gained 1,000 new customers and generated 300% sales growth. The article positioned JetBrains as an innovative, mission-driven company, boosting both short-term sign-ups and long-term brand trust.

Takeaway for Founders

The right media coverage doesn’t just build visibility — it can directly fuel your business growth. But landing those impactful stories takes more than luck. You need a strategy that connects your company’s narrative to what matters most to journalists and their readers.

By identifying a timely, human-centered angle and targeting the right journalist, you can turn your company’s actions into a compelling story. And once the story is live, amplifying it through your own channels can multiply its impact. 

Remember that one well-placed article can translate into real users, sales, and lasting credibility for your brand.

Want Results Like This? Let’s Talk!

This month, we’re offering three free 30-minute PR strategy sessions for founders who want to use media and industry recognition to unlock new business opportunities.

This is your chance to:

✅ Learn how to pitch your startup to top-tier media
✅ Discover ways to repurpose coverage for maximum impact 
✅ Build a PR strategy that drives real business growth

Spots are limited — email [email protected] or [email protected] to grab yours! 🚀

Thanks for Reading!

That’s it for this edition of Pitch Point! Got feedback or ideas for future cases? Drop us a line at [email protected] — we’d love to hear from you.

If this newsletter isn’t your thing, you can always unsubscribe below. Otherwise, we’ll see you next month! 

Aleksandra from MA Family