Write a Killer Startup Press Release in 7 Steps

Two of the most effectives are:

1. Use guest articles – written by either a business leader or ghost written on their behalf – to build that person as an authority figure in their industry

2. Use press releases to inform journalists and news sites of new changes and events that are happening within your company. This article focuses on how to best craft, pitch and use a press release to gain meaningful coverage.

How to generate press coverage with press releases

So, as discussed, one of the best ways to generate press attention is by using a press release, which informs journalists and editors of the announcement you or your company is making.

To the uninitiated, or those who aren’t comfortable writing, this may seem like a daunting task. However, this doesn’t have to be the case.

Creating a press release and then pitching it to journalists can be broken down into just a few simple steps. Remember, if you aren’t confident in your literary skills, have a grammar-obsessed friend – we all know at least one – read over it, too.

In the next section, I’ll go over the 7 steps to crafting a killer press release that won’t get ignored.

1. WHAT IS YOUR STORY?

Contrary to popular belief, the media is not a minefield and (most) journalists are not scary.

Many are just humble writers looking for the most interesting new story they can find. The key word in all of this is ‘new’. No self-respecting media outlet is going to touch yesterday’s story, unless you can offer them something, well, new.

To make sure your news is in fact newsworthy, you need to work out what announcement you are making. Company and product launches are often the most eye-catching, in addition to take-overs (the more aggressive/expensive the better) and funding announcements. However this list is not a ranking. Anything has the potential to be newsworthy if you get the timing right. Below is an example of TechCrunch covering a Version 1.0 launch.

CRAFTING YOUR PRESS RELEASE

The press release and the email pitch are the most important elements of generating media attention. Communicating an announcement poorly is the most efficient way of making sure no one hears about it, ever.

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