You are probably here because you’ve been searching topics about “How To Get More People to Install my App” or similar. So we’ll paint the picture for you right away: getting featured in the media feels good and seeing your app climb the charts feels even better. But the two don’t automatically go hand in hand.
To bring it home, you need PR. However, too many app launch campaigns confuse visibility with traction. A headline without a clear path to installation is just noise. To actually drive downloads, PR needs to do more than generate buzz. It has to tell the right story, reach the right audience, and make the next step obvious.
Here’s how to make PR work not just for awareness, but for real app installs.
1. Generate the need to Install.
Before you draft a single pitch, pause and ask: Why would someone install this app right now?
PR campaigns fall flat when they focus on what an app is instead of the problem it solves. People don’t download apps out of admiration. They download them because the app makes life easier, faster, cheaper, or less stressful. PR helps surface needs users may not yet realize they have.
GCash didn’t grow by positioning itself as a “mobile wallet.” Its PR stories consistently highlighted solutions to everyday pain points: paying bills without lining up, sending money instantly, and navigating a cash-light economy. Media coverage showed how the app fit naturally into daily life, making the jump from article to install feel like a no-brainer.
PR takeaway: Every story angle should point to a clear user action that can’t wait. If the coverage doesn’t answer “why download this today,” it needs reworking.
2. Choose Media Channels Your Users Actually Trust
One of the most common mistakes in app PR is chasing prestige instead of relevance. App install campaigns perform best when coverage appears where target users already spend their time and place their trust.
Kumu, a Filipino live-streaming app, leaned into community-driven storytelling. Its coverage appeared not just in tech publications, but also in entertainment news, creator blogs, and youth-focused platforms. This matched where its Gen Z users and creators were already active online.
PR takeaway: A smaller outlet with the right audience can drive more installs than a high-profile publication with the wrong target market.
3. Design a Clear Path From Article to App Store
PR should never stop at “read more.” Strong campaigns make installation frictionless by aligning messaging, links, and visuals across media, owned channels, and app store listings, so users instantly recognize the promise they just read.
Tonik Bank’s PR messaging around “no-fee digital banking” was reflected clearly in its app store descriptions, screenshots, and onboarding flow. Users who came from media coverage found instant confirmation that the app delivered what the headlines promised.
PR takeaway: Consistency between PR messaging and the app store experience builds trust and reduces drop-off.
4. Use Social Proof to Reduce Install Hesitation
People are cautious about downloading apps, especially those that ask for personal or financial information. PR helps ease this hesitation by borrowing credibility from trusted third parties.
Grab’s early growth in the Philippines relied heavily on third-party validation. Media coverage highlighted safety features, partnerships with local governments, and testimonials from real users. The result was PR that reassured users rather than simply promoted the app.
PR takeaway: Earned media works best when it makes users feel safe choosing your app.
5. Time PR With Product Momentum
PR can amplify momentum, but it can’t create it. Launching PR before an app is stable, differentiated, or ready to scale wastes attention. Coverage may drive initial installs, but poor readiness quickly leads to drop-off.
Several global apps launched with heavy press attention but struggled to retain users due to technical issues. You can find some of these apps on Google Play and read the poor reviews.The problem wasn’t PR itself, but timing. Coverage launched even before technical issues were resolved simply magnified the weaknesses.
PR takeaway: PR should support a strong product moment, when it’s ready and functioning efficiently.
6. Measure What Actually Matters
Vanity metrics are tempting, but they don’t tell the full story. Downloads alone aren’t enough. What matters is the quality of users PR brings in.
Key metrics to track include:
- Installs attributed to media coverage
- Retention after the first week
- In-app actions taken by PR-driven users
- Cost per install compared to paid channels
PR that attracts the right users will consistently outperform short-term paid spikes.
Why the Right PR Partner Makes the Difference
App install PR requires more than media relationships. It takes a partner who understands how storytelling, audience behavior, and conversion work together. Agencies like NGP-IMC bridge the gap between awareness and action by aligning media narratives with user intent and measurable outcomes. For brands focused on real growth, a PR partner that delivers both visibility and results matters.
Turning Awareness Into Action
PR for app installs isn’t about shouting louder. It’s about telling the right story, to the right people, at the right time, and turning interest into action. When done well, installing the app feels like the natural next step.
Ready to drive real installs, not just buzz? Partner with NGP-IMC.