Checklist: What to Include in a Press Release
PR’s golden rule is show, don’t tell. Your press release should provide factual information about the product, person, or event that you are covering. Don’t overdo it with the adjectives and keep the jargon to a minimum.
- Headline & Subheadline Craft a clear and engaging headline that summarizes the news. Follow it with a subheadline that gives a little more context or a key takeaway.
- Define Your Key Message Identify the top 1-3 messages you want to convey. What are you announcing, and why is it important to your audience? Ensure your messaging is clear and consistent.
- Compelling Narrative Build a strong story around why your company exists, why now is the time for your solution, and how you're positioned to succeed. Answer the “Why now?” and “Why this?” questions clearly.
- Big Vision Share a bold vision for your company, including how you aim to disrupt your industry or make a significant impact. Frame your company’s mission in a way that emphasizes how your solution is timely and necessary – what big problem are you solving.
- Problem Definition and Differentiation What problem are you solving? How are you doing it differently, better, or unlike other solutions?
- Product-Market Fit Illustrate how your product is resonating with the market. Use metrics like retention rates, cohort analysis, downloads, or customer testimonials to emphasize that your solution is in demand.
- Market Size How big is the market? Is there Gartner data on spending or buying patterns? Is the product serving or leading a well defined trend? Or is a new one emerging?
- Show Traction Demonstrate success with compelling statistics or milestones. For instance, highlight growth percentages, product adoption metrics, or market penetration. Share evidence that shows you're on a steep growth trajectory (e.g., “We’ve grown 20% month-over-month, resulting in 9X growth this year”). Are there customers you can include?
- Demonstrate Scalability & Unit Economics Highlight the company’s growth strategy and path to profitability. Investors are keen on knowing that there’s a clear and scalable plan to meet future demand.
- Define the Customer Who is buying the product today?
- Quotes Include quotes from founders, executives, investors, or customers. They add personality and perspective to the announcement. Quotes are best used to add context or perspective.
- Boilerplate Succinct, well positioned description of the company that readers can rely on to understand what you do, why, and for whom.
- Press Kit Provide links to essential assets like high-resolution logos, headshots, videos, or demo materials to make it easier for the press to cover your story.
Additional Questions to Consider?
- Why is it important for existing or new audiences and the industry?
- What pain are you trying to solve?
- Why are customers better off today than yesterday because of your product/company?
- What are the benefits to the audience? Why should they care?
- Why now?
- Why is this news unique or unexpected?
- Is/How is this news relevant to a larger trend? What is the larger market context?
- Why is this team uniquely qualified to solve this problem?
- What notable people or companies are involved?
- Is there too much jargon?