Did you just start a new small business or start-up? This must be a special moment for you.
You want the whole world to find out about it and you certainly think that what you’re doing is a quantum leap. In the beginning, you’re probably going to be working on press outreach by yourself. So how can you do it to ensure press coverage for your company launch? Read on.
How to write an effective company launch press release in 4 clear-cut steps:
When writing a new business press release, follow these four steps:
- Think of an inspirational brand-driven story for your business
- Write the press release, remembering about the basics of writing a press release
- Create a list of media contacts that will be interested in writing about your new business
- Define a long-term communication strategy
If all of these steps aren’t clear right away – don’t worry. Let’s go over each step one by one.
Think of an inspirational brand-driven story for your new business
The average “Joe” might not express interest in your company, product or service. However, what he might like to know is how it can change his life.
When writing a press release, don’t focus on the best features of your product or the details of the service, which the majority of people may not understand. Instead, write a press release about a problem or a need that your company’s product will provide a solution to.
Think of a catchy topic for the media in the context of your new business. If it is the CEO’s exceptional personality, then highlight it at the very beginning and mention his or her experience. Let’s assume that you are opening an agency that will provide services to law firms. You’ve got a charismatic leader with a journalism background—perfect, go ahead and write about it.
Do you feel that you have a chance to offer something different in a monopolized market? Emphasize this at the very beginning. That’s what a company named “Juul” did. This American start-up wanted to conquer the market of tobacco and nicotine products. That is why he defined himself as a “smoking alternative, unlike any e-cigarette and cigarettes.”
What should you include in your company launch press release?
What should a new business press release look like?
It definitely shouldn’t be too long or too technical. At this point, we often deal with the so-called curse of knowledge that affects startups. It’s a kind of cognitive distortion that makes us unable to explain to others what seems obvious to us.
For example—we run a technology company that deals with big data processing. Over the years, we’ve been learning new languages and systems. We have reached a high level of knowledge and expertise, but when someone asks us what we are doing, it’s difficult for us to respond in a simple way.
New business press release format
Your press release should follow the usual press release format:
- Headline – an attention-grabbing headline about your company launch. Make it count!
- Lead – a brief overview of the story, including answers to the questions: Who? What? When? Why? With what effect?
- Dateline – to confirm that you’re providing the most up-to-date information.
- Body – an explanation of the information provided earlier in the lead, starting from the most newsworthy info about your product and finishing with secondary details.
- Company info – a short paragraph about your company and its products to help journalists understand the nature of the business and make writing about it easier.
- Media contact information – the author or company’s/agency’s contact information.
Looking for press release examples to get inspired? Take a look at our press release templates page, where you can find various samples.
Find journalists and media influencers interested in your specific business
In the beginning, try answering this simple question: in which media outlet would I want to have a story published about my business or startup?
A key factor in getting your press release picked up by the media is pitching to relevant journalists and bloggers—people that are interested in writing about your type of business.
This is a much better approach than the “spray and pray” method of sending out a press release to everyone, hoping that someone will be interested in writing about your new business.
If you have a bit of time, it’s worth doing some more in-depth research.
For example, if you’re writing a press release about a business that specializes in natural cosmetics, check which journalists that you found are actually interested in natural and organic products, and not just cosmetics in general. It’ll improve the chances of your press release getting picked up and published.
What are journalists interested in?
If I were to sum up what journalists are interested in, it would be one of two things:
- a new piece of information they have not heard of
- a theory that challenges some current idea
Here’s how Greg Pietruszynski from Growth Bots turns cold, corporate emails into effective, relational messages:
“I’m Greg (@pietruszynski) from Growbots. We have been tweeting about the article you shared: ‘The power of personalization’. I did some research and saw that you may be responsible for lead generation at XYZ, so I decided to get in touch”
In such a relationship, it is worth taking care of the details. When pitching a journalist, bringing up what they wrote about or other small details about them can go a long way.
And at the very least—include their name in the email instead of using a generic email greeting.
Define a long-term communication strategy
So your product is already on the market and you’ve just landed a client who happens to be a big and well-known company? Guarantee yourself the right to use that fact in the contract, and then prepare a press release on the subject.
Did you sign your first contract with a foreign brand or a company that will represent you on another continent? Or perhaps you’re opening a branch office in another country? What surprised you at the location? What are the basic cultural differences in the mentality of your foreign clients?
See? There are so many topics you can cover.
Writing a new business press release is like writing any other press release. Remember the following:
- Think of an inspirational brand-driven story for your new business
- Remember about the standard elements of a press release: headline, dateline, lead, body, company info, media contact information
- Make sure you have a list of media contacts interested in your specific business
- Include information on why your small business is worth talking about and why anyone should be excited about it