Entrepreneurs who have just launched often find it helpful to write a press release for a new business. If you’re launching a new business, congratulations on taking that step. In order to start growing an audience and gain traction in the market, you need to announce the news of your launch to the world. A press release can help you to do this effectively. If you are in charge of your business press release, here are four elements you need to focus on as you write it:
- The inspiring story behind your brand
- The standard rules for writing a press release
- A relevant media list
- A long-lasting communication strategy
How to write a press release for a new business (a business launch press release)
1. What’s the inspiring story behind your brand?
Many people lose track when writing a press release for their business by focusing on their products rather than highlighting what the business as a whole has to offer and why the reader should care. Remember, this is not a marketing document, therefore, you shouldn’t treat it like one. Instead, let your main point of focus be the problem you’re trying to solve. Once you’ve got a newsworthy story angle to focus on, create a striking headline that aligns with it.
For example, your focus might be on the exceptional personality of your CEO. If this is what you want to highlight, ensure that this is clear right from the headline up to the closing paragraph. For instance, let’s assume your start-up business is a law firm. If the charismatic leader is your point of focus, then you should go ahead and write about him right from the beginning, rather than getting distracted by other details such as the kind of law your firm specializes in.
If you are launching your business to offer a new concept in a monopolized space, highlight that. This should be your inspiration for the release and you should expand on how your concept is helping customers in the body of the press release.
2. Stick to the standard rules of writing a press release
It’s important to uphold the standard rules of writing a press release. For starters, the release shouldn’t be too short or too long. 800 words is the absolute maximum for a press release, but experts recommend sticking closer to the range of 300-500 words. You should also avoid making your press release too technical by using lots of jargon. Doing so will only alienate readers who aren’t familiar with the industry terms that you’re using.
While writing your press release, you’ll also find yourself dealing with the “curse of knowledge.”
This is a dilemma that affects many startups, where industry experts have a hard time simplifying difficult concepts. When you’re an expert in your field, it can be close to impossible to explain what seems obvious to you in terms that an average Joe would understand. For example, let’s assume you’re an expert in software programming with decades of experience. It goes without saying that you’re used to using technical terms in your social circle because these are people who understand the language you’re using.
But when your grandma asks you what you do, it’s hard to explain it in words that she would understand. When writing a press release, you must break what you’re saying down into the simplest terms. You need to keep it brief and direct.
Let’s look at the standard press release format:
- Headline – The headline must be striking at first glance. Furthermore, it should indicate the purpose of the press release.
- Lead – This is the first paragraph of your press release. It should briefly provide an overview of the entire story. That should include answers to the five critical questions: Who, What, When, Why, Where?
- Dateline – Your dateline will prove the accuracy of your information. It also indicates that the news you’re sharing is timely.
- Body- This part of your press release expands on the information you provided in the lead. When writing it, use the inverted pyramid style that requires vital information to come first.
- Company Information – This information is presented in the boilerplate and should be a short description of the company, including the products or services it offers. This section is designed to provide journalists with the essential information they need to write any follow up articles based on the press release.
- Media Contacts – This is a list of contacts of media outlets and journalists you will target once your press release is ready.
3. Gather your media contacts
To start building your media list, you can begin with the following straightforward questions – where do you want your release to get published? Which audiences need to hear your brand story? One of the secrets of getting positive press coverage is targeting the right bloggers and journalists. You should reach out to people with an interest in your field. The content they publish must be in line with what your business offers.
Once you’ve identified some media contacts who specialize in your field, then you can start building a media list that includes these contacts. If you don’t have a ready media list by the time you’ve started writing your press release, keep in mind that building one takes time. Instead of wasting valuable time digging for media contacts online, you might find it beneficial to reach out to an established company like Pressfarm that has a comprehensive database of journalists and bloggers across different industries. By getting a custom media list from them, you can widen your reach without the extra hassle of having to dig for media contacts.
Building a media list and using a targeted outreach strategy is usually more effective than sending your press release out through a mass email. With targeted emails, you won’t be playing a game of chance. Instead, you will be certain that whoever you’re targeting is the right person for the job. By sending your press release to someone who already has an interest in the developments within your industry, you increase your chances of getting press coverage tenfold.
If you have enough time to spare, dig deeper to learn more about the reporter before reaching out to them. For example, you can find connections between the news you’re announcing and some research that the journalist is working on. Making these kinds of connections will excite the journalist and increase the chances of them writing a story about your brand.
4. Come up with a long-term communication strategy
You need a long-term strategy to keep your business growing. The growth of your company is guaranteed if you have a robust PR outreach strategy. However, in order to gain traction, your outlook needs to be long-term. You need to be able to visualize where you want your company to be in 10 years and then base your strategy on that vision.
When you secure your first contract with a client after you’ve unveiled your product in the market, what’s next?
You should start by including your right to use the partnership for publicity purposes in the contract. Thereafter, you can create a press release or pitch highlighting that as the subject.
Even if you haven’t scored a big client, there are many ways to get inspiration for your press releases or pitches. Start by thinking about your target audience and what matters to them, then develop a story that will satisfy their curiosity or address their needs.
Writing a press release for a business launch is just like writing any other release. Regardless of whatever else you do, you should keep the following 5 points in mind:
- Come up with an inspiring brand story for your new venture.
- Stick to the standard rules or format of writing a press release. An effective press release includes a headline, dateline, lead, body, quotes, boilerplate, and contact information.
- Create a list of reporters or media outlets with interest in your industry, especially your niche.
- Highlight what makes your story newsworthy and why the journalist should consider writing a follow up story.
- Design a long-term communication strategy.
Are you ready to write a press release for your new business? Well, believing that you can do it is half the battle. Be that as it may, even with the right amount of optimism you may not have the time to devote to writing a press release. If this is the case for you, you should consider reaching out to the experts at Pressfarm to help you develop an effective press release.
Beyond writing your press release, the Pressfarm team can also develop a media list of journalists who would be interested in your news. They take it one step further by distributing your press release widely among these journalists using a targeted outreach strategy. If you’re looking to capture attention with your press release, partnering with Pressfarm is a step in the right direction.