A good press release is very important for the success of your Kickstarter campaign. To get journalists and potential backers interested, you need to write an introduction that grabs their attention right away. You can make sure that your press release stands out from the rest by using the right keywords and following a plan. A good press release should get your point across clearly and quickly while also showing off what makes your campaign special.
Whether it’s a groundbreaking product, an inspiring story, or a mission-driven project, your press release should effectively communicate why people should care about your Kickstarter campaign. Furthermore, maintaining a consistent brand voice throughout the press release will strengthen your brand’s identity and resonate with your target audience. Staying true to your brand voice will establish trust and credibility with journalists and potential backers. In this article, we will guide you through the process of crafting a compelling press release for your Kickstarter campaign.
From understanding the anatomy of a press release to incorporating persuasive language, we’ll provide you with the tools you need to maximize your chances of success.
The Kickstarter landscape in 2026
By 2026, Kickstarter has seen remarkable activity, with over $8.5 billion pledged to various projects. A total of 651,984 projects have been launched on the platform, with 273,833 of them successfully funded. This translates to a success rate of approximately 41.15%, indicating that more than four out of ten projects meet their funding goals. Additionally, Kickstarter boasts a robust community of over 22.8 million backers, with over 33% repeat supporters.
With these promising statistics in mind, crafting a compelling press release is crucial to stand out in a crowded market. An effective press release can significantly enhance your campaign’s visibility and attract potential backers.
Let’s take a look at how to write a press release to launch a Kickstarter campaign:
What are the guidelines for writing a press release for a Kickstarter campaign?
A press release informs the media about your latest news. In the case of a Kickstarter campaign or general product launch, this news should be a short and snappy introduction to the limited-time offering.
Writing a press release requires a slightly different approach in every instance. Nevertheless, there are press release templates and unspoken rules that should always guide a PR specialist through this process.
Most new businesses will employ a PR agency or an in-house marketer to publish this press release. Even so, if you follow the steps in this article, you should be able to write a press release that gets noticed. The most important thing to remember is that a successful press release requires both time and effort.
Journalists are busy people who are always on the lookout for important news. They know what makes an interesting story and have little tolerance for substandard press releases.
When they receive a press release with a compelling headline, they are ten times more likely to pay attention. At the very least, they will inspect the press release’s content.
What are the rules of writing a press release?
You want to tilt the odds in your favor with a press release; certain factors are critical to the process. It might sound a little simplistic, but the most important components of a press release are often the smallest details. Here are just a few examples:
The Hook
Every worthy press release will have a hook for the story. In other words, you need to give a reporter or publication a specific reason to care about the news you share. Essentially, your hook reels your reader to read the rest of the story.
Style
You need to write to make the information clear and easy to understand. Failure to do this means you risk the reader losing interest in the content.
Distribution
Needless to say, you also need to ensure people read the press release. Who will want to read your press release? How will you get them to read it? Pressfarm’s packages help you to get your press release read by hundreds of thousands of people through great distribution.
The team at Pressfarm is skilled at writing professional press releases for brands across different industries. In addition to writing, our online distribution networks will help to boost your online presence and brand awareness for your company. We’re also skilled at doing startup directory submissions to help your brand appear in relevant search results across different search engines.
Our writers also have experience developing engaging feature articles that will grab your target audience’s attention and drive action. Beyond that, we can also design creative media kits to help you make an outstanding impression with your brand.
Are you struggling to get access to a network of journalists to help tell your story? If this is the case for you, then Pressfarm’s personalized media lists could help you connect with the best journalists in your niche. Alternatively, you can browse our media database of over 1 million journalists, influencers, and bloggers to connect with skilled thought leaders in your industry. Sign up with Pressfarm today and build a winning PR campaign for your brand.
What elements should I include in my Kickstarter press release?
The best press releases are comprehensive while also meeting the following requirements:
Informative: Every press release should tell the full story about the reasons for launching the Kickstarter campaign or product. What is the origin and value?
Short and Concise: Reporters prefer short and snappy news.
Leave No Questions: Provide every detail that the reporter will need, leaving no reason for them to ask for more information.
Relevant Quotes: Use a quote in the press release. Reporters like to copy and paste quotes for publications.
But what should a press release include to avoid ending up in a journalist’s recycle bin?
What do I need to include in any press release?
Save yourself some time and headaches by utilizing an existing template. Many free templates online provide the correct structure for a press release. Furthermore, make sure that you are clear on the most important features of your press release and the hook of your news. What is unique about your story?
Here’s the basic format that should be used for a press release:
Headline: Clear title that explains the importance and significance of your news.
Initial Info: Basic contact information.
Main Body: Elaborate on the headline, include highlights, and fully explain the story.
Boiler Plate: Include a boilerplate at the end of the copy that explains a little about your organization.
How do I write a press release for Kickstarter?
Step 1: Finding the Angle
Identifying the “Five W’s” is crucial for writing a compelling press release. In fact, this is one of the most important aspects of a release and usually acts as a blueprint for the rest of the document. Aside from the following points, the press release should outline the importance of your Kickstarter campaign and explain the problem your product solves. Beyond that, it’s wise to specify what benefits this product or service will offer to the people who use it.
Who: Who is behind the campaign?
What: What is happening with the campaign?
Where: Where is the campaign launching?
When: When is the campaign launching?
Why: Why is this campaign newsworthy?
Step 2: Creating the Perfect Headline for the Press Release
Writing a catchy headline will ensure that people actually read your press release. In fact, most copywriters and marketers confirm this is the most important part of the press release.
For this reason, you should take the time to formulate the perfect title and ensure the headline fully explains the launch of your campaign. Don’t rush this part of the process; choose a headline that reporters cannot resist.
While a catchy headline is important, it’s also important to avoid using clickbait in your headlines. Once you earn a reputation for misleading headlines, then you might find yourself in a journalist’s blacklist indefinitely.
Step 3: Constructing the First Paragraph
In every press release, the first paragraph is the most important. In short, you need to capture the readers’ attention and clearly outline what the press release is about.
As already mentioned, the “five W’s” should be the focus of this paragraph. As such, this paragraph should outline the most important details that you identified as part of step one. Refer back to your who, what, where, when, and why in order to craft this section.
Step 4: Mastering the Hook
We explained the hook previously. The hook is often developed during the writing of a press release. However, that is not to say the hook is an afterthought. On the contrary, it’s a crucial component of the document.
As already mentioned, you need to use this stage of the writing process to create a rhyme and reason for the campaign. In many cases, this is achieved by creating an emotional connection between the reader and the subject of the release. With a campaign, the best way to approach this step is to emphasize the solution that the campaign presents to a particular issue.
Needless to say, the hook is entirely different for every campaign, but it must be communicated efficiently in the press release. Consider what would prompt a reader to care about your story to identify an effective hook.
Step 5: Telling the Rest of the Story
For the rest of the press release, use short and concise paragraphs to inform the reader about the remaining details. In this section, try to include a relevant quote from the campaign’s founder that conveys the project’s value.
As a rule, this section should consist of no more than four or five paragraphs. Most importantly, try not to focus on any one area too much. Rather, stick to the most important details that need to be discussed.
Step 6: Including Contact and Campaign Information
At the bottom of this press release, you should include all contact information, including email, cell number, and social channels such as LinkedIn. This is also the spot where you can leave your mission statement and write a short bio of what the Kickstarter campaign is trying to achieve.
Since the final goal of your press release is most likely to drive traffic to your campaign’s landing page. It’s also important to include a link that people can follow.
Step 7: Editing Out the Fluff
Finally, the press release needs to be copyedited by someone who understands your brand and its values. Scan through the document and remove unnecessary or duplicate information. This also includes words that may not be needed in a particular sentence.
When you’ve removed the fluff, it’s time to proofread the article again and ensure the final document is 100% accurate in terms of spelling and grammar.
Final Tips for Writing a Press Release to Launch a Kickstarter Campaign
Write Like a Reporter – Reporters hate nothing more than wasting their time, so tell them upfront what the press release is about. Try to avoid clichés, keep the message short, and, when in doubt, write like a reporter.
Define the Audience – You need to contact the right people, so ask yourself if the press release is relevant to the publication you’re pitching it to. For example, if the campaign is designed for the medical industry, don’t waste any time pitching your news to a luxury food magazine.
Maintain Structure – Keep the most important information at the top, the secondary details in the middle, and additional information or contact details toward the end.
Copy Edit like your Life Depends on It Because it Does – Even when you think the article is finished, try to go back with a fine-tooth comb and remove any of the remaining fluff – there’s always something to think twice about!
Conclusion
As you can see, writing a press release to launch a Kickstarter campaign requires a lot of planning and careful execution. Once the press release is done, you need to get one last thing right – the actual timing of the press release. Most publications like to send out their most important news at the beginning of the week, while the secondary stories are usually left until the last minute (Friday). For this reason, you should send out your press release on a Tuesday or Wednesday to give the release a better chance of being seen by an editor.
Either way, after reading this article, you are already ahead of most companies. By following the tips outlined in the process above, you should be ready to start writing your own press release for maximum visibility and coverage.
FAQs
What are the 7 steps to writing a press release?
- Craft a headline
- Write the press release body
- Include the who, what, why, when, where, and how
- Include company information
- Add contact information
- Make sure you have a CTA
- Write everything in a language your audience will understand
Can ChatGPT write a press release?
Yes, ChatGPT can write a press release. However, in this age of AI, it’s crucial to send out press releases that are GEO-optimized, and ChatGPT may not be able to do this perfectly because this requires human input and understanding of search intent. The latter may also need you to do a deep dive into research using a variety of tools.
What are the 5 Ws in a press release?
Who, what, why, when, where, and how.
What are common press release mistakes?
- Including too much information
- Writing with no clear goal
- Not including visuals
- Using jargon and salesy language
- Forgetting to proofread and fact-check your content
- Investing insufficient time in your subject line
