A great press release is not a brochure dressed as news, it’s a journalist’s shortcut to a real story.
For startups trying to break through the noise, an effective press release does three things at once, it announces verifiable news, it explains why that news matters to a specific audience, and it hands reporters everything they need to write a fast, accurate story.
Begin with a single, newsworthy angle (a funding round, a product launch, a strategic partnership, a measurable milestone or market expansion) and treat the release as a compact, journalist-friendly package.
Lead with the strongest fact, answer the five Ws in the opening paragraph, follow the inverted-pyramid structure so editors can trim from the bottom, and finish with a short boilerplate and clear media contact.
Keep language plain, avoid marketing puffery, include at least one compelling quote that explains impact or motivation, and attach or link to high-quality multimedia assets.
Done well, a press release becomes not just an announcement but a story starter, one that increases the likelihood of pickup, coverage, and social amplification.
Find and sharpen a genuinely newsworthy angle
The single most important decision you’ll make is what you’re announcing. Not every milestone deserves a press release; focus on developments that change something measurable or meaningful about your company’s trajectory.
A product launch that solves a clear customer pain, a significant funding round with named investors, an exclusive partnership that opens a new market, or a measurable user or revenue milestone are all classic examples.
But newsworthiness is less about the label and more about the impact, that’s, will this announcement affect customers, competitors, investors, or a clear vertical audience?
If your answer is yes, sharpen the angle by explaining the “so what”, like what problem is solved, how big is the opportunity, who benefits, and why now is the moment to care.
Structure the story using the inverted pyramid
Journalists read for speed. Start with a punchy, accurate headline and a one to two sentence summary that answers who, what, when, where, and, most importantly, why.
The lead paragraph must give the core of the story so editors can immediately decide whether to continue.
After the lead, add two or three body paragraphs that expand on context and specifics such as product features that matter, the scale of funding, market data, or customer traction.
Place background details and less essential context toward the end so they can be cut without breaking the story.
This inverted-pyramid structure makes your release modular and editor-friendly, increasing the odds of pickup and republishing.
Write like a journalist: clear, factual, and concise
Write in third-person, avoid superlatives and promotional language, and eliminate jargon that could confuse a general audience.
Keep sentences short and paragraphs compact; aim for 300–500 words so busy editors can scan quickly.
Use plain, specific facts instead of vague claims like quantify when possible (e.g., “raised $2.5 million,” “serves 50,000 monthly users,” “reduces onboarding time by 40%”).
A neutral, fact-forward tone establishes credibility and lets your quoted sources provide the color and emotion.
Use quotes to add personality and perspective
Quotes are where human voice and corporate position meet. Include one or two concise quotes from a founder, CEO, or a named customer or partner.
A good quote explains motivation, anticipated impact, or the problem behind the news, it should add insight not repeat facts.
Avoid generic praise; instead have spokespeople briefly explain why the development matters, how it fits the company’s mission, or what it means for users.
Quotes increase shareability and give reporters ready-made material for headlines and pull-quotes.
Include all essential supporting elements
A complete press release is a self-contained package. Add a boilerplate “About the Company” paragraph with the company’s purpose, founding year, headquarters, and one or two quick credibility markers (notable customers, awards, or partners).
Provide full media-contact details, name, title, email, and phone, so journalists can confirm facts or request interviews.
Offer a link to a folder of multimedia assets, high-resolution logos, product screenshots, founder headshots, and video if available.
These assets increase the chances a busy editor will publish your story intact and with visuals.
Tailor distribution: target the right journalists and timing
A well-written release still needs targeted distribution. Identify reporters and outlets that cover your vertical, region, or stage of company growth, a specialized trade may value the same news a mainstream outlet ignores.
Personalize pitch emails by referencing a reporter’s past coverage and explaining why your announcement fits their beat.
Time your release to newsroom rhythms, like mid-week mornings often perform better than late Fridays, and avoid sending during major holidays unless your news ties into broader coverage.
When sending to a list, segment recipients and adapt subject lines and lead sentences to match each segment’s interests.
Polish, proofread, and verify before you send
Errors kill credibility. Proofread for grammar, check all numbers and names, and verify links and multimedia access.
Read the release aloud and imagine cutting the final paragraph, if the story still stands, the lead is strong. Run the copy past someone unfamiliar with the product; if they can explain the news in one sentence, you’ve succeeded.
Additionally, ensure regulatory or investor disclosure requirements are met when relevant (e.g., funding or public-company constraints). A clean, accurate release is far more likely to be trusted and picked up.
Measure and follow up
A press release’s job isn’t done at send. Track pickups, referral traffic, and social mentions to understand what resonated and where to focus future outreach.
Follow up selectively with reporters who opened but didn’t respond, offering exclusive angles, interviews, or additional data.
Capture any earned media and use it in future releases to build credibility; each coverage clip becomes a new proof point for your next announcement.
Frequently Asked Questions about Startup Press Releases
How long should a startup press release be?
Aim for 300–500 words. That length forces clarity, makes it easy to scan, and suits most digital and wire publication formats while leaving room for a quote and boilerplate.
What belongs in the first paragraph?
The first paragraph must answer the five Ws, who, what, when, where, and why, with the most newsworthy fact up front. If a reporter reads only the lead, they should still understand the essence of the news.
Should I pitch every announcement to every outlet?
No. Tailor pitches to outlets and reporters that cover your sector or audience. Quality beats quantity: a targeted pitch to a relevant reporter is far more effective than a generic blast.
Do I need multimedia assets?
Yes. High-quality photos, logos, and product screenshots make it easier for editors to publish your story and for readers to engage. Provide a downloadable folder or hosting link and ensure permissions are clear.
When should I follow up with reporters?
Wait 24–48 hours after sending, then follow up once with a brief, value-focused note. If there’s no response, respect their time but keep them on a segmented list for future, more relevant announcements.
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