INTRODUCTION
As someone who is a writer for a publication that covers startups (www.madisonstartups.com), I see a variety of press releases from new companies–some are good, some are not.
Here are some tips on when to issue a press release and when you shouldn’t.
ISSUE A PRESS RELEASE TO ANNOUNCE …
- Funding rounds – Money begets money. Announcing funding rounds is one of the most important ways to garner attention and to prove that external parties have faith in your idea.
- Key hires or board appointments – Bringing on high-profile executives or board members gives your company more street cred and may help attract more talent.
- New product releases – News of a new product launch can help drive sales while highlighting the success of the startup.
- An acquisition of another company – When your startup has acquired a company, this makes for great publicity. Make sure to note how the newly acquired talent, IP, processes, product line, etc. benefits your customers.
DON’T ISSUE PRESS RELEASES ON …
- Your participation in important industry events like conferences.
- Industry awards or recognition your company or staff has won.
- Updates or new releases for your technology.
While all of the examples listed above may be important to you, they are generally not newsworthy. You shouldn’t inundate the media with these types of press releases for fear that they may miss an actually important announcement when you have one or worse yet, that they may block you.
Instead, promote these topics in blog posts on your website, social media accounts and/or e-newsletters.