You have a great story, but how do you tell it in a way that attracts media attention? Aside from a persuasive pitch email, you will need a press release to provide further information and to stand out from other startups.
A good press release is crucial to a successful media outreach. As a startup, you may not have the budget to hire a PR agency, but through reading quite a lot of press releases, we’ve concluded some tips for you to write the best press release for your business. Follow our tips and press release sample to present your story in the most effective way.
Before you start…
Think about these questions before you start. These should be a good warm-up for planning your outline.
Who are you pitching to?
Learn about your target audience. What you have to offer should match their interest. This should be the core of your press release.
Journalists are bombarded with tons of pitch emails and press releases everyday. Why should they be interested in YOUR story? What makes you stand out from other startups or even your competitors?
What is your connection?
Make a connection with the journalist. Maybe you’re going to an event that they would be attending; maybe they’ve written about a similar product, etc. Spark their interest by showing you’ve taken time to learn about them.
By now you should have a clear idea of what should be included in your press release. Now let’s move on to some frequently used sample sentences.
Step-by-step guide to a good press release
Lead- Who you are and why you are here
In this paragraph, provide a short yet precise background of you and your intention. Here are some things you should include.
The first sentence is the most vital part of the press release. Present your company in one simple yet strong sentence.
e.g. SparkAmplify, an AI-powered SaaS platform that facilitates the communication between brands and media.
Next, show relevance. If you were to shorten your whole press release into one sentence, this is the one. This sentence should clearly convey your core message.
e.g. Our intelligent recommendation model will connect you with the right media based on each brand’s product features without countless hours of research.
Body- Details about your product/service
Hopefully you have their attention with the lead paragraph. Now is the time for some story-telling! The goal is, again, to keep it simple yet precise.
Some content ideas to engage your readers:
Tell a story. Map your journey — where you started and what you’ve done along the way. Keep in mind a media angle and build your story around it.
Elaborate on key product features. These should be facts and statistics that quickly gives your reader a grasp of your advantages.
Demonstrate social proof. Everyone can claim to be the best, but can you prove it? Social media shares, successful crowdfunding campaigns, or awards are great social proofs that shows validation from the real world.
Conclusion- Core value and call to action
Conclude your press release by emphasizing on your core values. It could be a mission statement or quotes from founders. By reinforcing your cause, you can create resonance among readers.
A mission statement is a good way to leave a good impression of what you do without repeating your words. I could be something like this:
e.g. Our Mission Statement: SparkAmplify takes the hassle out of your outreach process. You focus on telling your brand story, and we take care of the rest.
A clear call-to-action at the end of this paragraph is recommended.
e.g. Please visit our website to learn more: https://www.sparkamplify.com/
And there you have it, a simple way to put together an informative press release. Remember, the best press releases are the one that speaks to readers from heart.
Contact Information and press kit - Don't forget to include your press contact information. A press kit is also highly recommended.
Resources - Press Release Template & Sites
Here's a complete free release template for reference: Sample Company Press Release Temple
Some press release sites to follow and find inspiration: