How to write a press release: PR for startups
What is newsworthy, the structure of a press release, headline and lead, reaching journalists, a press kit and making the most of coverage.
By Editorial Team
Press coverage raises your credibility, attracts investors and customers and earns valuable links for search. But journalists receive many releases every day; only newsworthy, well-written ones stand out.
What is newsworthy
- A funding round
- A major customer or partnership
- Entering a new market
- An award or a notable programme place; see our competitions guide
- Original data or research
- A new product that affects the industry
"We redesigned our website" is usually not news.
Structure
- Headline: the essence of the news in one concrete sentence.
- Subheadline: an important detail or number.
- Lead paragraph: who, what, when, where, why; readers should get the story from this alone.
- Details: numbers, context and significance
- Quote: a short quote from a founder or partner offering a view, not repeating facts
- About the company: a short standard paragraph
- Contact: name, email and phone of the press contact
Keep it to one page.
Reaching journalists
- Identify journalists and outlets covering your field.
- Send a short, personal message instead of a mass email, explaining why it matters to their readers.
- Offering the story to one outlet as an exclusive can raise interest.
- For embargoed news, state the release date and time clearly.
Press kit
Create a press page on your site: logo files, founder photos, product images, a short company description and key numbers. For consistency, see our brand identity guide.
After publication
- Share the coverage on your site and social media.
- Thank the journalist and keep in touch.
- Measure the effect on traffic and sign-ups.
- Links from coverage help SEO; see our SEO guide.
Common mistakes
- Sending releases without real news
- Exaggerated, unsupported claims
- Long, technical, jargon-heavy text
- No contact details
Conclusion
Good PR starts with a real story and reaching the right person. You can also share your news on your Türkiye Startups profile.
This guide is for general information only and is not legal, financial or investment advice. Check official sources and consult professionals for current terms.
