How to Create Press Release & Get Your Cyber Security Startup Covered in PR

How can I get a major newspaper to cover my startup launch? is a topic on the minds of nearly every early-stage startup founder. The true questions founders should be asking is, “How can I develop a PR plan to aid in the success of my startup?” “And how can I create a press release for my startup?” More important than any one logo or eye-catching piece is a well-thought-out communications strategy for building relationships with journalists and producing steady streams of media coverage.

Coverage is more likely for a seven-figure round if it has an engaging story, a decent photo, trustworthy investors, and a reasonable length of notice. Let’s dissect that a little further so you have a better shot at being covered, though. Get step-by-step guidance from experienced professionals and start making an impact with your company today.

An engaging narrative

The typical structure for announcing a funding round goes something like this: “[startup] raises [amount] to do [thing], in a round headed by [investor] with participation from [additional investors].” The press release is often complete after some background information about the market opportunity and the founders, as well as a few quotes.

Yet, journalists need to prioritise their writing assignments when they have multiple announcements to cover. Here are some tips for making a noteworthy declaration:

Everyone who reads knows who you are: Is the startup’s work understandable by someone who doesn’t have any background in the field? Please elaborate on the significance of the startup’s work. How are they making the world better? What’s the big deal about this new company, anyway?

This new technology you’ve developed is very exciting. Is there some ground-breaking technology or approach to the market that makes the startup noteworthy?
That’s right, you’re superior than everyone else: Are you markedly better than your competitors? You have a fascinating tale to tell: Does the company’s founding have a unique backstory?
Readings in the Relevant Field: When and how to issue a press release for a seed-stage technology company

A picture that turns up well

Having a high-quality photo ready to go with your press release increases your chances of being covered by many publications. This could refer to simply the company’s original members or to everyone who has worked there. Pictures or pictures of your product, whether it’s a tangible good or a piece of software, can be helpful.

Investors with a solid reputation

Reporters may be less trusting of funding rounds led by unknown investors. Having a well-known company behind your round adds credibility to it.Try to find digital marketing influencers.

When it comes to success, timing is essential

Below, I’ll discuss the significance of timing, but the main issue is that journalists who are already swamped with financing round announcements are not likely to be able to drop everything to cover your news if you send it to them on the day it occurs. Yet, this is becoming increasingly rare in early-stage rounds, even when the round size is massive or the company is well-known.

Establish Your PR Objectives

Public relations can be useful in a variety of contexts. In a business context, this could mean generating money, finding new employees, expanding your customer base, or establishing yourself as an authority in your field. Focusing on who you want to reach, why, and with what is secondary to linking it to your business goals.

Targeting trade and industry journals that your ideal consumers read is one strategy. On the other hand, if your company is launching a consumer product, focus on getting press coverage in publications for your target customer persona. Being included in Forbes or Techcrunch can be a great way to gain exposure among investors and other members of the tech industry.

Improve Your Media Fluency

This may seem obvious, but reading and watching tech news is the first step towards comprehending the field. If you don’t keep up with the news in your field, you won’t be aware of the trends and insights that will make you stand out to a reporter.

Setting up a Google alert for your company, industry, competitors, and other pertinent terms is a smart move. Every morning, read the top search results and any additional articles that may be of interest. Learn who the journalists are who cover your industry regularly and keep tabs on them (in a spreadsheet). Don’t forget to add the reporter’s name, outlet, Twitter account, and contact information for the article.

You and your team can take turns updating the document, and everyone in the firm can chip in to improve the company’s overall media literacy. In addition to enhancing your familiarity with the industry, you’ll also be able to track out journalists who are covering it. Putting in the time and effort now will pay dividends later on when you’re ready to reach out to journalists about your company using a tailored media list you’ve created specifically for them.

Put your best foot forward in your presentation

Many of the emails that journalists get are generic (beginning with “Dear sir…”), but they still receive thousands every day. A fantastic method to make your email stand out is to add a personal touch.

Keep it brief and to the point so that a journalist can quickly grasp what you’re up to from an email.
Be specific: tell the reporter why he or she should care about your story. Please be sure that I understand that.

Don’t forget the hook – as a journalist, your duty is to provide your audience with interesting and useful information. One way to make your pitch more memorable is to make sure it relates to current topics of conversation. Make your pitch more interesting by drawing connections between timely events and the product or service you’re offering.
Do not send multiple pitches to the same publication’s journalists in the hopes that one of them will do more research on your company and make a better pitch to the editorial staff. Choose just one reporter at a time so that work isn’t duplicated.

Don’t Forget That Journalists Are People, Too

Establishing long-term connections with the media should be a top priority. Participate in breaking news coverage and provide insight as appropriate. Reporters often rely on their contacts on the field to verify information before publishing, as they are often operating under a time crunch. Become yourself known as someone who can be called upon for quick advice or confirmation. Once trust has been established, you can approach the media outlet to communicate your company’s news.

Public relations (PR) is a marathon, not a sprint.

Fundraising is a crucial aspect of any company, and getting a reporter to cover it is frequently the easy part. Keeping up a regular PR schedule is time-consuming, but it pays off in the long run by increasing awareness of your company and increasing customer trust in it.

Early-stage founders can receive press attention in between fundraises by talking about market patterns they’ve noticed, undertaking primary research, or offering quotations to support other stories. The best way to stay in touch with the reporters on your media list, comment on their stories, and share your thoughts is to add them to a Twitter list. Startups can benefit much from public relations (PR) if they create relationships strategically and set PR goals from the outset.

If you approach public relations with the goal of creating relationships, you will probably succeed in getting publicity for your startup.

Conclusion

Maintaining regular communication with news outlets is essential if you want them to cover your startup.

Avoid being timid. You should tell the media what you’re doing, and then tell them again. Don’t be shy about getting in touch and sharing whatever useful knowledge you may have. They may get in touch with you if your tales are compelling enough.

We advise keeping the media updated regularly but not bombarding them. You can tell if your news is engaging by imagining it with another company’s name in the headline and deciding if you’d be interested in reading it. If no, then the chances are, no one else will want to either.

Mailchimp Blog