6 tips: How startups can write powerful press releases

26.05.2020 07:35, Isabelle Mitchell

In the last episode (for now) of the Venturelab Webseries, Isabelle Mitchell, Chief Storyteller at Venturelab, provided some insights into how startups can write stronger press releases and how champagne can help decide if you should write a press release in the first place.

Press releases are a great tool to share relevant and significant information about events or activities. For startups, these announcements usually focus on funding rounds, new business, senior hires, products, partnerships, licenses, acquisitions, or industry research. Here are six tips that will help you make sure that the news and updates get the platform they deserve: 

1. Write about special occasions
It is important to keep in mind that press releases are for special occasions—the kind of occasions when you want to open a bottle of champagne to celebrate. Even though “champagne moments” are not an official benchmark, it is a good reminder when deciding if a press release makes sense. Fortunately, a press release is not the only way to talk to the public, and you can also share (non-champagne) information and updates on social media or your startup's website. 
 

2. Focus on facts and inverted pyramids
Press releases are all about facts, so never exaggerate or write an ad for your product or solution. Before you start writing, define your audience (e.g., newspapers or industry publications) and focus on one idea (e.g., raising funds to develop new markets). 
 

• Cover the five W’s and an H: who, what, when, where, why, and how. Try to include them all in the first paragraph. 
• Think of an inverted pyramid when you write: Mention all the important facts at the beginning. With every subsequent paragraph, the information gets a little less important but always stays relevant.
• Explain the so what? to add context: Give readers a frame of reference that explains why they should care about your announcement.
• Keep it simple: Make sure that everyone can understand your story. Do not dumb down your writing, but avoid jargon and buzzwords where possible. 
• Make sure you include at least one quote (see below).
• Write in third person. 
• Edit. Sleep on it. Proofread. 

3. Stick to the formalities
Press releases are expected to look a certain way. There is no universal template, but you need to cover the basics so that it is as easy as possible for journalists to publish the story.
 

• Try to keep it to about 300–500 words or one page. 
• Send the press release as an attachment (PDF or Word document). 
• Add current photos of the individuals, teams, or products that are mentioned in the press release, and provide their names and titles. (You can also put the photos in a folder on the cloud and add a link.)
• Make sure your press release includes an About section with the most important facts about your company. This so-called boilerplate copy should be a standard paragraph that journalists can copy and paste. 
• Add the contact information of a person who can help journalists with questions and additional information. 
• Send the press release in the language of the publication so that you do not have to worry about translation errors. 
   

4. Top it off with captivating quotes
Quotes can be the secret weapon of press releases: By not simply repeating the announcement, your quote can add a personal touch and provide context. Generally, quotes are expected to come from the CEO or any other person relevant to the story. 
 

• Make sure the quote sounds like someone actually said the words. Always read the statement out loud, and if the quote sounds like a written sentence, try to write shorter and less complex sentences.
• Check if the quote answers a question. If you cannot figure out what question the quote answers, rewrite the quote. 
• Write clear and concise quotes—one to three sentences are enough. 
• Use I and we in quotes, and use said when attributing the quote.

 

5. Personalize your pitch emails
Your press release will be an attachment, but you need to write an email that explains why you are contacting the journalist and why they should open the attachment and write a story. 
 

• Think of a captivating subject line. Avoid mysterious or clickbait-like subject lines. Add the words press release or PR in your subject line so that the journalist knows what to expect.
• Personalize the salutation: Dear Janet Smith will be more impressive than To whom it may concern.
• Include the who, what, when, where, why, and how in your email.
• Proofread. This is the first impression a journalist will get. 
• Build and maintain a relevant, specific, and up-to-date media list with the contact details of journalists who could be interested in your information—journalists who have written about your topic, competition, or industry are a good start. 
• Send your press release in the morning.
• Do not send press releases on Fridays because people might not be available for interviews or quotes. 

Consider sending an embargoed press release: Embargoed press releases will be published at the time you disclosed in the press release and give journalists some time to prepare the article and ask questions. It is generally understood that the embargoed information is confidential until the embargo is lifted, but embargos are based on trust, not on laws. Make sure you mention the embargo in the subject line of the email, in the email body, and at the top of the press release.
 

6. Do some housekeeping
After you sent the press release, make sure that the person mentioned in the Contact section is available in case journalists have any questions. Publish your press release on your website and share it on social media. If you like an article that was written based on your press release, share it on social media and connect with the journalist on LinkedIn. (And: Now is probably a good time to open a bottle of champagne!)