You need to back this up with proof.

Provide one or two hyperlinks to reputable sources, which support your angle, and then explain exactly why your announcement is providing a solution to this.

What’s your “social proof”?

Social proof, as the name suggests, is the proof that you, your startup or your company, are experts in your field and an authority within the industry. Think of it as the reason why a reporter should take note of what you’re saying.

This can take many forms, for example: your startup has been through a well-known accelerator program, the founders went to a prestigious university or you have significant VC backing.

Do you write it in first or third person?

Always write a press release in third person. This is the industry standard as it allows press releases to be published “as-is”. You will still have the opportunity to provide a first-person statement when you insert a quote.

Should you ever so slightly exaggerate?

No! Approach a press release like your resume. If you exaggerate, you risk being rumbled, which will seriously harm your chance of press coverage, now and in the future. And a good journalist can spot an exaggerated press release from a mile away.

How long should a press release be?

Again, approach it like your resume. Avoid waffle at all costs and try and keep it to around a page of regular-sized font and formatting (400 to 500 words). If you approach two pages, you’ve probably written too much. A journalist may only skim the document for 30 seconds, so it has to be concise.

How to structure a press release

The exact structure of a press release is always determined by what you’re actually announcing. For example, a startup launch will differ from a new partnership.

But whatever it is you’re announcing, always follow a recognizable press release format, which looks like this.

It’s important to try and roughly stick to this press release format. It makes the journalist’s life a lot easier, as they’re accustomed to quickly reading and parsing information that’s presented this way.