What is a Press Release? A Beginner’s Guide for Startups

Press releases might seem like old-school marketing tools, but they remain one of the most effective ways for startups to generate buzz, build credibility, and reach new audiences. If you're a startup founder wondering whether press releases are worth your time and effort, the answer is a resounding yes—when done correctly.

This comprehensive guide will walk you through everything you need to know about press releases, from the basics to advanced strategies that can help your startup break through the noise and capture media attention.

What is a Press Release?

A press release is an official statement issued to members of the news media to share newsworthy information about your company. Think of it as your startup's way of announcing important developments to the world through journalists, bloggers, and media outlets.

Unlike advertisements, press releases are written in a news format and should contain genuine news value. They serve as a bridge between your company and the media, providing journalists with ready-to-publish content about your business developments.

The primary purpose of a press release extends beyond simple announcements. It's a strategic communication tool that helps startups establish credibility, improve search engine visibility, and create awareness among target audiences. When picked up by reputable media outlets, press releases can amplify your message far beyond your immediate network.

Key Elements of an Effective Press Release

Understanding the anatomy of a press release is crucial for creating content that journalists will actually want to cover. Here are the essential components:

Headline and Dateline

Your headline should be compelling yet factual, typically under 70 characters to ensure it displays properly across different platforms. The dateline includes your location and release date, establishing the context for your announcement.

Lead Paragraph

The opening paragraph must answer the five W's and one H: Who, What, When, Where, Why, and How. This section should hook readers immediately while providing the most crucial information upfront.

Body Paragraphs

These paragraphs expand on the lead with supporting details, quotes from key stakeholders, and additional context. Each paragraph should build upon the previous one, creating a logical flow of information.

Quotes and Attribution

Include quotes from company executives, customers, or industry experts to add credibility and human interest to your story. These quotes should provide insight rather than simply restate facts already mentioned.

Company Boilerplate

End with a brief company description that explains what your startup does, when it was founded, and other relevant background information. This "about us" section helps journalists understand your business context.

Contact Information

Always include media contact details, making it easy for journalists to reach out for additional information or interviews.

Benefits of Press Releases for Startups

Press releases offer numerous advantages that make them particularly valuable for resource-conscious startups:

Enhanced Credibility

When reputable media outlets cover your story, it provides third-party validation that money can't buy. According to Nielsen research, earned media is trusted by 83% of consumers, making it significantly more credible than paid advertising.

Improved SEO Performance

Well-distributed press releases create backlinks from authoritative news sites, boosting your website's search engine rankings. Many distribution services also syndicate content across multiple platforms, increasing your online visibility.

Cost-Effective Marketing

Compared to paid advertising campaigns, press releases offer exceptional value. Even premium distribution services cost a fraction of what you'd spend on equivalent advertising reach.

Investor and Partnership Opportunities

Press coverage can attract the attention of potential investors, partners, and collaborators who might not have discovered your startup otherwise.

Recruitment Benefits

Positive media coverage helps establish your company as an attractive workplace, making it easier to recruit top talent in competitive markets.

How to Write an Effective Press Release

Creating a press release that gets noticed requires strategic thinking and careful execution. Follow these steps to maximise your chances of media pickup:

Identify Genuine News Value

Before writing, honestly assess whether your announcement constitutes real news. Product launches, funding rounds, significant partnerships, major hires, awards, and research findings typically qualify as newsworthy events.

Research Your Audience

Understand which journalists and publications cover your industry. Tools like HARO (Help a Reporter Out) can help you connect with reporters seeking sources in your field.

Craft a Compelling Narrative

Transform your announcement into a story that resonates with your target audience. Focus on how your news impacts customers, the industry, or society rather than just celebrating your company's achievement.

Write in Third Person

Maintain objectivity by writing about your company from an outside perspective. This approach makes it easier for journalists to use your content directly.

Include Relevant Data and Statistics

Support your claims with concrete numbers, research findings, or market data. Journalists appreciate factual backing that strengthens their stories.

Optimise for Search Engines

Incorporate relevant keywords naturally throughout your press release, particularly in headlines and early paragraphs. This helps improve discoverability when journalists and readers search for related topics.

Common Mistakes to Avoid

Even well-intentioned startups can undermine their press release efforts through common missteps:

Overselling Your Story

Avoid hyperbolic language like "revolutionary" or "game-changing" unless you can genuinely back up these claims. Journalists are skeptical of obvious marketing speak.

Ignoring Timing Considerations

Consider news cycles, industry events, and seasonal factors when planning your release. Announcing major news during busy periods might result in your story getting overlooked.

Neglecting Follow-Up

Don't assume journalists will automatically pick up your story. Strategic follow-up calls or emails can help build relationships and increase coverage chances.

Poor Distribution Strategy

Sending press releases to irrelevant outlets wastes everyone's time. Target publications and journalists who actually cover your industry or topic area.

Weak Visual Assets

Modern press releases benefit from compelling visuals. Include high-quality images, infographics, or videos that help tell your story more effectively.

Examples of Successful Startup Press Releases

Learning from successful examples can help you understand what works:

Product Launch Example

When Slack announced its official launch in 2014, it focused on user growth metrics and customer testimonials rather than just product features. The release emphasised how teams were already using Slack to improve communication, making the story about customer success rather than company promotion.

Funding Announcement

Airbnb's Series A announcement effectively combined funding news with growth metrics and expansion plans. They provided specific numbers about bookings and cities served, giving journalists concrete data to build stories around.

Partnership Announcement

When Stripe partnered with major e-commerce platforms, their press releases focused on mutual benefits and market impact rather than just the partnership details. This approach made the story relevant to a broader audience beyond just payment processing industry watchers.

Measuring Press Release Success

Track these metrics to evaluate your press release performance:

• Media pickup rate: How many outlets covered your story

• Reach and impressions: Total audience exposed to your message

• Website traffic: Increases in visits following the release

• Lead generation: New inquiries or sign-ups attributed to coverage

• SEO improvements: Enhanced search rankings for target keywords

Building Long-Term Media Relationships

Successful press releases are part of broader media relationship strategies. Consistently provide value to journalists by sharing industry insights, offering expert commentary on trends, and being responsive to media inquiries.

Consider creating an online press kit with high-resolution images, executive biographies, a company timeline, and previous coverage. This resource makes it easier for journalists to write comprehensive stories about your startup.