10 things to do before your first press release. Tick each item off as you go — or print and pin it.
Your progress: 0 of 10 complete
01 — Foundation
01
Build a media list of 20 journalists
Find reporters who cover your vertical at relevant outlets. Include their beat, recent bylines, and direct email. Tools: Muck Rack free tier, Twitter/X search, LinkedIn.
02
Prepare a founder bio + headshot
One paragraph (100–150 words) covering background, credibility, and why you started the company. A clean, professional headshot at minimum 1200px wide. Both should be ready to paste or attach instantly.
03
Draft 3 story angles
A press release is a vehicle — the story is what matters. Write 3 different angles: (1) the funding/launch news, (2) the market problem you're solving, (3) a data or trend angle a journalist could write a standalone piece around.
04
Create a press kit (media folder)
A shared Google Drive or Dropbox folder containing: company logo (PNG + SVG, light/dark variants), founder headshot, product screenshots, one-liner, boilerplate. Share the link in every pitch.
02 — Narrative
05
Write your company boilerplate (100 words)
The standard "About [Company]" paragraph that goes at the bottom of every press release. Should cover: what you do, who you serve, where you operate, and when you were founded. Keep it factual and punchy.
06
Identify 2–3 quotable spokespeople
Journalists need quotes. Decide who is authorised to speak publicly — typically CEO plus one domain expert (CTO, CFO, or investor). Draft holding quotes they can refine, not improvise, when a reporter calls.
07
Define your embargo and exclusivity strategy
Decide in advance: are you offering an exclusive to one journalist first, or simultaneous release? Exclusives increase placement probability for top-tier outlets. Embargo date should give reporters 3–5 business days to write before publication.
03 — Distribution
08
Set up a dedicated press@ email address
Create press@yourdomain.com and add it to your website footer and About page. Journalists bookmark domains they cover — make it easy to find you.
09
Prepare social amplification posts
Write LinkedIn and Twitter/X posts to go live the moment the press release publishes. Include: headline, why it matters, link to the coverage or announcement. Tag journalists who covered you — a good mention drives reciprocal sharing.
10
Brief your team, investors, and advisors
Send an internal heads-up 24 hours before the announcement. Give them approved talking points and the exact time to share. Coordinated amplification on day one signals credibility — especially to other journalists watching.