Writing a Winning Startup Press Release (Guide with Example)
April 9, 2023
10 mins read
You are launching a new tech startup or any business, and you want the world to know about that; what’s the best way to do that? You are reading this article, so you already know press release is your answer. But there are some questions, are all press releases publish-worthy? Why should a newspaper publish about a business no one know about?
They know today’s unknown startup may someday shift the industry and impact millions of people. Do you believe your business may ultimately impact the industry? I’m guessing yes; now it’s time to make people, and most importantly, the editor, thinks the same thing.
For that, you need to write a killer press release, and in this article, we will outline how you can write a publish-worthy press release about launching your startup, provide you with a free template, and last but not least, include a few real-world examples of startup press releases.
Getting Started: Press Release Basics
Before we dive deep into this topic, let’s get to know what press releases are and why companies or startups publish press releases.
What Is A Press Release?
A press release, also known as a news release, is an official statement or communication issued by a business, organization, or individual to the media for the purpose of announcing major events, news, or developments.
The Goal Of A Press Release
The main purpose of a press release is to generate news coverage and make people aware of an event or piece of news that a company, organization, or person wants to spread the word about. Some of the specific goals of a press release could be:
Announcing a new product, service, or initiative: The press release can help build excitement and generate interest in the new offering.
Highlighting a significant achievement: A press release can help successfully showcase a company’s success or achievement, such as receiving recognition or winning an award.
Responding to a crisis or issue: Companies are often caught in conflicting situations. In such a crisis or controversy, a press release can help a company or organization provide an official statement or response.
Promoting an event: A press release can help generate attendance and interest in an upcoming event, such as a conference, fundraiser, or launch party.
Overall, the goal of a press release is to communicate news or information to the public or target audience.
Understanding The Structure [And The Free Press Release Template]
A press release’s structure is already established. For years, everyone has been following the structure. You don’t have to be particularly imaginative while drafting a press release; simply stick to the pre-defined structure. If not, the journalists may send it back to be revised or even reject your press release.
Here are the six fundamental parts most press releases includes –
Headlines need to be short, accurate, and to the point.
The summary needs to answer the “Five W’s” of Who, What, When, Where, and Why.
Date and location –
This section reveals the date and location of the announcement.
It summarizes the news and offers the required information in a clear and succinct manner.
Boilerplates are the about us section that summarizes your company’s activities.
Press releases submitted to print media should end with ###, centered at the bottom, to prevent unnecessary text from being published.
These are the basics of the press release structure. If you want to know more, Download our press release template.
Writing The Startup Press Release
Press releases let your organization manage its story and social media and enhance SEO. You can find writing a press release intimidating because they are tricky to write, but the truth is you can create a successful press release with practice. This section will help you to identify some common mistakes to avoid and some tips to adopt while writing your press release.
Common Mistakes To Avoid:
- Do not emphasize yourself only.
- Not using a template.
- Using the wrong voice and tone.
- Making grammar mistakes and spelling errors.
- Absence of a clearly stated call to action.
- Now that you know the mistakes you want to avoid, it’s time for some tips to make your news one step ahead.
Some Tips To Adopt
- Headlines need to be catchy.
- Introduce your point in the first paragraph.
- Be authentic in your writing.
- Include quotes and hard data.
- Try both using a newswire and writing for publications.
You can now utilize these tips to create your press release and go to the next phase, which is to develop a pitch for your press release in order to impress the journalists and get press coverage. Pitching itself is an extended topic. I will just give you a step-by-step process here.
Pitching The Press Release
Your proposal makes or breaks a press release. Your pitch must stand out from the dozens of emails reporters receive daily. As Charles Fleming, Editor of Company Town, Los Angeles Times, said-
“ I receive more than 500 emails a day. An astonishing number of them are pitching topics that neither I nor my staff has ever covered — sent by people who’ve either never read our publication, or never read our coverage, or noticed what bylines go with what stories. I edit Company Town, which covers the business side of the entertainment industry. We are not interested in stories about developments in dental hygiene.”
The following method will help you write an outstanding pitch.
Research and make a list of targeted media outlets and journalists that cover your pitch issue. Building a large list of trustworthy, relevant channels is worth the time
Write the perfect informative but brief pitch that includes “Five W“.
Write a unique subject line to increase the likelihood that your email will be opened. Don’t forget to optimize the pre-header text.
Personalize your email by explaining why your press release may be useful to the reporter and suggest story ideas if you know their media outlet, focus, and writing style.
Sending the email at the right time. Since most reporters need a day to a week to write a story, you should email your pitch well in advance.
Follow up after sending the email. You know journalists receive many pitches. Persuade them to read your story.
Moving Forward: What’s After a Successful Press Release
You have written and pitched a press release. Now, what is left to do? To maximize the impact of your advertising, it’s important to take specific steps after your press release has been published.
- Track press release coverage to assess its success and find follow-up opportunities.
- Thank those that covered your press release and built a relationship for future chances.
- Share your news release on social media and interact with followers to enhance visibility and reach.
- Use website traffic, social media interaction, and media coverage to evaluate your press release. Use this data for press releases and communication strategy.
- If your news release includes a call to action, contact those who reacted.
- Plan the next press release or promotion based on outcomes and feedback.
Need Inspirations? Here is a few Press Release Example For New Business
While understanding the basic steps to writing a winning press release is essential, drawing inspiration from real-world examples can help you take your press release to the next level. Here are some real-life examples for inspiration –
LegalZoom & Wix:
In this press release, LegalZoom and Wix announce their industry relationship and aspirations. It works because journalists have the information and resources to cover the cooperation. However, using quotes and understanding how brand representatives view this connection might be helpful.
For detailed information, check out the full press release published by LegalZoom.
Nasa’s Rover Naming Essay Contest
NASA’s announcement has all the bells and whistles to make the news item fascinating. Before reading the title, readers are drawn in by a high-resolution image on top. The release’s feel-good news is that a schoolchild, Alexander Mather, named NASA’s next Mars Rover. Finally, call-to-action (CTA) links let journalists follow the story, learn about the Mars Rover, and learn about upcoming events.
Find out more about NASA’s rover-naming press release work.
Limoges Jewelry’s new collection press release begins with a sensational sentence. The emotional issue of postponed marriages during the pandemic driving demand for cheap wedding jewelry is newsworthy. This wedding collection is valuable and timely, so journalists can cover it right away.
Read the press release here.
This Standard Process press release promptly provides the “five W” who, what, when, why, and how of the news item. By associating its brand with a solution to a major societal issue, the corporation has long shown why people should care about the cause. The press statement indicates that they contributed 67,000 whole-food meals to local food banks.
Read the standard process press release.
Zoom’s Keybase purchase press announcement is one response to security concerns raised by its mass adoption during the COVID-19 outbreak. As part of a crisis communications plan, the press release’s format and contents were carefully chosen. Zoom security news release. It performs a good job of educating new stakeholders about its commitment to software security and giving opportunities to obtain updates. It also details Zoom’s next steps.
Press Release FAQs: Read This to Clear Up Any Confusion You Have
The concept of a press release is quite simple, and if you follow our steps, you’ll be able to write a winning one too. However, there are a few things that can cause confusion or cause you to mess up this momentous event. Here are some answers to help you keep ahead of the game and clear up any confusion.
What is the first thing I need to decide?
The first thing you must decide is your goal for your PR because the timing, content, and distribution of a press release differ on it.
When should I send out a press release?
Yes, any newsworthy company event announcements can be conveyed to the public via press releases. That includes startup launches, ensuring funding, new product or service launches, company achievement, etc.
Is my news press worthy?
When it comes to the public relations industry, the main ingredient is producing newsworthy campaigns that reach a large number of people. You can check if your news includes at least two or three following points.
1. Do your audience care about the announcement?
2. Is it a success story?
3. Can your story surprise your audience?
4. No one is interested in old news, so is it a new one?
5. Does your news have a future impact?
6. Is your news relevant?
7. Is the news different in some way?
8. How revolutionary would you say your story is?
Who should I target with my PR?
Don’t send every release to every journalist. You’ll be blackballed and spammed. Send company news like hirings, mergers, and acquisitions to business editors and reporters. Writers and editors who cover related topics should be sent human interest articles. Send stock news to investment and stock market editors and reporters.
When you should start the initiative?
If possible, give journalists at least two weeks before an event to write up their coverage. If not possible, at least try to provide the editors with three to five days’ notice to assign someone to your story.
For how long should I write a press release?
You can keep it to roughly a page using standard font size and margins, and try not to ramble (400 to 500 words). In general, you’ve written too much once you’ve reached two pages. The document needs to be brief because a journalist may only give it 30 seconds of attention before moving on.
Should I seek outside help?
Yes, you should; an outside expert may be able to see public relations prospects in a completely new light.
Hopefully, this section helped you untangle some essential press release riddles. It’s time to understand the structure of a press release.
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