How Do You Write a Press Release? 10 Tips on What Startups Should Look out for!


How do you write a press release? Startups should do their research before publishing their first press release. Many stumbling blocks are waiting here. And you know: the first impression counts. Read here what to look for when writing and distributing your first press release as a startup.

Tip 1: Define your target group precisely

Define your target group in detail. There is no point in making your product or service palatable to society as a whole. Instead, choose a niche area and specifically address this target group for whom your product or service is relevant. This is the only way to be heard. Briefly describe in a few sentences what you want to achieve with your product: worth reading, unique and fresh. Emphasize your role as a specialist and set yourself apart from potential competitors.

Tip 2: use language correctly

Write in a way that your target audience can follow. Only use technical terms if there is no other way. Anglicisms are also only allowed to a limited extent. Would you like to position yourself within Germany, for example? Then you should be able to use the German language correctly in spelling, grammar and expression.

Tip 3: maintain style and show adaptability

Maintain style: If you want to present yourself in a sophisticated way, you should avoid emoticons, too many exclamation marks and embellishments. Prepare the press release in such a way that the responsible editors can at best adopt it without changes. Make sure, however, that you need a slightly modified text depending on the medium. Adapt to the writing of the medium. Only in this way will you and your press release be taken seriously.

Tip 4: the perfect headline

Even the headline has to be convincing. Creativity is the be-all and end-all in all other cases, but here a variety of information is required. You only have a few characters to get to the heart of your press release.

Tip 5: the most important things to begin with

Formulate your press release with the most important facts at the beginning of the text. Many editorial offices shorten so that last parts are deleted. If the relevant information about your startup is at the beginning of the message, you are on the safe side. You can also encourage readers to read on after an exciting introduction.

Tip 6: Company information in brief

At the end of the press release, put a short text about your company. Not only the address and contact details are relevant, but also details about the foundation and the idea. Startups in particular benefit from having a well-maintained website. Here, young entrepreneurs can offer a multimedia press kit that contains comprehensive information and with which both print and online editors can work effortlessly.

Tip 7: Be available if you have any questions

Startups in particular find it difficult to create a press release that leaves no questions unanswered. The company is still largely unknown. Some things cannot be discovered by themselves. In this case, the editorial team will contact you at best. So be available at least during normal business hours and answer questions in a friendly and competent manner.

Tip 8: SEO in moderation

SEO measures have also arrived in the print sector, but attributes such as style, spelling and grammar continue to dominate. Only include relevant keywords if they do not disrupt the flow of the press release. Links are also allowed in small numbers.

Tip 9: The optimal time

In order to accommodate press releases in the media, a long lead time is required. Several months of start-up time are not uncommon. If you are reliant on an event or season with your press release, you should start planning early. “Better too early than too late” is the motto for startups that have little press experience.

Our extra tip: A wide variety of portals are available for the distribution of your press release. We can recommend the following press mailing site, which also works with numerous free portals and will shortly make your company known:

Tip 10: The press release of the future

Many startups are currently in the online area – and the trend is rising. It doesn’t always have to be the classic press release. So-called social media releases are on the upswing. Don’t just send your press release to editorial offices, but also spread your text via blogs. Social networks such as Facebook , Xing and Co. are just as popular. There are almost no limits on the World Wide Web. Attach audio files and / or videos and use the various options to present yourself. However, it should be noted that you only select reputable and credible distribution channels. Otherwise the reputation is lost before it is even established.

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