Over the past 15 years, I’ve lost count of how many press releases I’ve written, edited, and distributed. I’ve worked on press releases for VC-backed and bootstrapped startups, nonprofit groups, healthcare entities, you name it. No matter the type of organization, a question I’ve fielded dozens, if not hundreds, of times is:
When is what we’re working on worth a press release?
Since I’m writing to an entrepreneurial audience here, I’ll frame my answer to the specific nuances of this space.
In the startup world, the most common times we see press releases are around a brand or product launch and the completion of a funding round. That’s not to say those are the only times you should consider sending out a press release, but since those are universally appreciated key moments in the life of a startup, that’s when we tend to see people sharing their news via a press release.
There are, of course, numerous times when you could consider writing a press release (I’ll detail a few more of those below), but no matter the reason you’re drafting one, one of the most consequential things you should consider is timing.
When should I share my news?
When I say “timing,” I mean it in two different ways.
First, you want to be sure you’re distributing your press release at a time when it will deliver the most return. There are few things worse for a startup’s communications person than to have some really important news to share, and then have that news met with nothing but the sound of crickets.
Stay away from sharing news around big holidays, the weekend, or when other huge news items — like an election — are sucking all the wind out of the media space. Instead, consider sharing news in the lead up to an important conference, the kickoff to a sales initiative, or during a slower media season when you’ll be competing against fewer headlines.
Secondly, when it comes to timing, make sure you’re giving yourself enough actual time to build out a great media list, write a sterling press release, and strategize how you’re going to get the most mileage out of the news you’re sharing. The last thing you want to do is be running around with your hair on fire, haphazardly shooting out a release for what could be a monumental impasse at your startup.
Who should see my press release and why?
When you’re in the planning stages for your press release, take the time to consider these two items first:
- Who is my target audience?
2. What do we need this to do for us?
I write about these two questions quite a bit in my book and talk them over routinely with my clients, and while they’re foundational questions for public relations in a larger sense, they also apply well here.
Knowing who your target audience is will enable you to decide whether you should send the press release out across the newswire or to a proprietary media list you’ve built, or both. It will also help you decide how you can amplify the announcement by building it into your sales or fundraising efforts, incorporating it into your marketing campaigns, leveraging it for conference exposure, landing additional media hits downstream, and more.
You should also go into the effort knowing what you want the press release to do for you. I’ve seen it happen loads of times: a business sharing news without considering the specific fruits they want it to yield, and therefore having a minimal grasp on expectations and how they’ll measure success.
The most successful press releases I’ve seen are not simply shots in the dark that luckily caught the right reporter’s attention and led to positive results. Rather, they’re approached methodically and strategically with a keen eye toward desired audience and targeted results.
What is worthy of a press release?
Earlier, I said I’d mention some times to consider sharing news in addition to launches and fundraises. Here are some other popular moments:
- Awards – Whether it’s a Best Place to Work nod or inclusion on a list like the Inc. 5000, it’s always worth sharing that news…and celebrating with your team.
- Key Hires – It’s often helpful in multiple ways for the world to know that your startup is powered by elite professionals. When you hire one, spread the word.
- New Features – Usually reserved for niche audiences, if you’ve got a powerful new feature coming out, make sure the people it would benefit know about it.
There are more times than what I’ve included here to distribute a press release, but no matter the reason you’re sharing one, be sure you know who needs to see it, when they need to see it, how they’re going to see it, and how you’ll maximize exposure for a strong return(s).
If you’re at a successful startup, chances are strong that means you’re solving an important problem in a unique way. For your organization to reach its full potential, you’ll need to share what you’re doing with others. There are many ways to do that, and a press release can often help. Just be sure you’re approaching it appropriately, so you can reap the maximum benefits for your work.
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About The Author:
David Martin, partner at Heed Public Relations and author of the book PR for Startups and Growing Businesses, recently launched Feed the Narrative, a weeklong online training program for people who need to Learn PR at Hyperspeed.
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