New funding is the perfect opportunity to introduce – or reintroduce - your company to journalists and customers with a press release and attract attention from industry and consumer media

By Jill McCoomber

Announcing investors are interested in your business is a productive way to attract media attention. Journalists are interested in learning about – and more importantly, writing about – new or existing businesses that have received new funding for new products or services, or for improvements to existing ones.

If your investors are high-profile, adding their name to your press release – and even in the headline – can help garner media buzz. However, in most cases, funding will be from a number of smaller investors, so this is your opportunity to tell your business’s origin story and detail your unique and newsworthy business methods, products and/or services.

Use A Quote To Add Legitimacy

The importance of a good quote in a press release cannot be understated – depending on the media being targeted, the quote might be the only portion of your release that's printed. Not only do quotes bring a more human side to your release, they also lend credibility by offering detailed information from the people directly involved in the newsworthy project — the primary source. Use a quote from a major investor to outline their reasons for supporting your business, and explain your product’s main benefits to customers, why the company decided to do the project, or how this announcement fits in with the company’s future plans. In some cases, investors do not want their name to be included in a press release, so be sure to ask permission first. If all your investors prefer to remain anonymous, use a quote from your CEO to detail the new funding and explain what it will be used for.

Describe Your Business

Include a company description paragraph within the body copy to mention products and services, cite statistics on sales numbers and quote good customer reviews.

Stay away from industry jargon and buzzwords and describe your product or service’s most important qualities. Every business has something unique, from experienced executives or hot new talent to new methods of production or customer fulfillment. Tout the specific characteristics that make your business stand out from others like it. When applicable, to include a high-quality image of your main product.

Brevity Is Essential

Brevity is important to maintain readers’ attention through to the end. A 400- to 600-word press release has a much better chance of being published in its entirety than a longer article, so make sure to use the “inverted pyramid” style – meaning each successive paragraph includes information of lessening importance so if the press release is cut from the bottom, the preceding content makes complete sense standing alone. This means you must include all your product information and most important quotes by the fourth paragraph, and your website and landing page links need to be closer to the top than the bottom of the first page. When possible, limit the release to a single page, two at the most. More earned media will result from two shorter press releases than one long one that might not make it to publication.

NEXT STEP:

Reaching the right media outlets is a breeze with Faselis! Unlike most media relations companies, Faselis allows you to compile your own media contact list to build relationships with specific journalists and ensure better coverage. Your press release pitch will never clog up journalists’ inboxes because images are included as thumbnails, with full-size video and image files available at a click.

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