How To Write a Press Release to Get Press Coverage For Your New Business (with Examples)

Did you just start a new business? If you don’t have a story idea for your business, don’t even try to inform the media about . If you’re willing to learn, let me try to help.

Did you just start a new small business or start-up? Congrats! Now, you probably want the whole world to find out about it and you certainly think that what you’re doing is a quantum leap.

If you’re responsible for writing a new business press release (or a company press release, in other words), here’s how to do it properly to increase the chances of getting media coverage.

How to write an effective company launch press release in 4 steps:

When writing a new business press release, follow these four steps:

Think of an inspirational brand-driven story for your business.

Write the press release, keeping

the basic rules

in mind.

Create a

list of media contacts

that will be interested in writing about your new business.

Define a long-term communication strategy.

If all of these steps aren’t clear right away – don’t worry. Let’s go over each step one by one. First things first:

Think of an inspirational brand-driven story for your new business

The average “Joe” might not express interest in your company, product or service. However, what he might like to know is how it can change his life.

When writing a press release, don’t focus on the best features of your product or the details of the service, which the majority of people may not understand.

Instead, write a press release about a problem or a need that your company’s product will provide a solution to.

Think of a catchy topic for the media in the context of your new business. If it is the CEO’s exceptional personality, then highlight it at the very beginning and mention his or her experience. Let’s assume that you are opening an agency that will provide services to law firms. You’ve got a charismatic leader with a journalism background—perfect, go ahead and write about it.

Do you feel that you have a chance to offer something different in a monopolized market? Emphasize this at the very beginning. That’s what a company named “Juul” did.

This American start-up

wanted to conquer the market of tobacco and nicotine products. That is why he defined himself as a “smoking alternative, unlike any e-cigarette and cigarettes.”

What should you include in your company launch press release?

What should a new business press release look like?

It definitely shouldn’t be too long or too technical. At this point, we often deal with the so-called curse of knowledge that affects startups. It’s a kind of cognitive distortion that makes us unable to explain to others what seems obvious to us.

For example—we run a technology company that deals with big data processing. Over the years, we’ve been learning new languages and systems. We have reached a high level of knowledge and expertise, but when someone asks us what we are doing, it’s difficult for us to respond in a simple way.

New business press release format

Your press release should follow the usual press release format:

Headline – an attention-grabbing headline about your company launch. Make it count!

Lead – a brief overview of the story, including answers to the questions: Who? What? When? Why? With what effect?

Dateline – to confirm that you’re providing the most up-to-date information.

Body – an explanation of the information provided earlier in the lead, starting from the most newsworthy info about your product and finishing with secondary details.

Company info – a short paragraph about your company and its products to help journalists understand the nature of the business and make writing about it easier.

Media contact information – the author or company’s/agency’s contact information.

Looking for a

press release example

to get inspired? Take a look at our

press release templates

page, where you can find various samples.

Find journalists and media influencers interested in your niche

In the beginning, try answering this simple question:

in which media outlet would I want to have a story published about my business or startup?

A key factor in getting your press release picked up by the media is pitching to relevant journalists and bloggers—people that are interested in writing about


type of business.

Editorial note:

If you don’t have your own media list, you can

find relevant media contacts for your story in our extensive media database

. You can filter journalists by industry and location, so you can find people that are interested in your specific business. It’s free for 7-days so you can see if it’s a match for for you.

This is a much better approach than the “spray and pray” method of sending out a press release to


, hoping that someone will be interested in writing about your new business.

If you have a bit of time, it’s worth doing some more in-depth research.

For example, if you’re writing a press release about a business that specializes in

natural cosmetics

, check which journalists that you found are


interested in natural and organic products, and not just cosmetics in general. It’ll improve the chances of your press release getting picked up and published.

What are journalists interested in?

If I were to sum up what journalists are interested in, it would be one of two things:

a new piece of information they have not heard of

a theory that challenges some current idea

In such a relationship, it is worth taking care of the details. When pitching a journalist, bringing up what they wrote about or other small details about them can go a long way.

And at the very least—include their name in the email instead of using a generic email greeting.

Define a long-term communication strategy

So, your product is already on the market and you’ve just landed a client who happens to be a big and well-known company? Guarantee yourself the right to use that fact in the contract, and then prepare a press release on the subject.

Did you sign your first contract with a foreign brand or a company that will represent you on another continent? Or perhaps you’re opening a branch office in another country? What surprised you at the location? What are the basic cultural differences in the mentality of your foreign clients?

See? There are so many topics you can cover.


Writing a new business press release is like writing any other press release. Remember the following:

Think of an inspirational brand-driven story for your new business

Remember about the standard elements of a company launch press release: headline, dateline, lead, body, company info, media contact information

Make sure you have a list of media contacts interested in your specific business

Include information on why your business is worth talking about and why anyone should be excited about it

Ready to create and send your new business press release, then? Remember that you can do it all with Prowly.


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