What Should a Press Release for a New Business Include?
When it comes to crafting a compelling press release for a new business, we’ve sought the expertise of top industry professionals, from CEOs to Creative Strategists. From creating a captivating introduction to including social media handles, here are 11 essential tips shared by our experts to ensure your press release stands out.
- Create a Captivating Introduction
- Keep Press Releases Simple and Basic
- Include a Compelling Boilerplate
- Summarize and Add Hyperlinks
- Highlight Your Unique Selling Proposition
- Showcase the Unique Value Proposition
- Focus On Value and Stay Informative
- Don’t Forget the Call to Action
- Tell the Founders’ Engaging Story
- Share Your Business Vision
- Include Social Media Handles
Create a Captivating Introduction
When creating a press release for a new business, it’s important to include a captivating introduction that highlights what sets the business apart. Providing essential details like the business name, location, and contact information is crucial. Showcasing notable achievements or milestones will help build credibility and generate interest.
It’s also beneficial to include a brief background or mission statement to give readers a better understanding of the business’s purpose and goals. To encourage further engagement, the press release should end with a clear call to action, inviting readers to explore partnership opportunities or seek more information. Including quotes from key stakeholders or industry experts adds credibility and valuable insights.
In summary, a concise press release grabs attention, effectively communicates key information, highlights achievements, and prompts action to foster interest in the new business.
Damar Kusumawardani, Content Writer, Explainerd
Keep Press Releases Simple and Basic
One of the biggest mistakes I see new businesses make is falling victim to their own internal echo chamber and getting an overinflated sense of the importance of their own work.
It is important, don’t get me wrong, but the world at large is unlikely to think so when you’re an unproven startup. Keep things simple. Include the basics of every press release—a headline, lead, dateline, body, company boilerplate, and media contact details—and explain things in the simplest way possible.
Onno Halsema
CEO, Contentoo
Include a Compelling Boilerplate
A press release for a new business should include a compelling and informative boilerplate. A boilerplate is a short paragraph that gives an overview of the company at the end of a press release. It offers a concise description of the business, highlighting its unique value proposition, core mission, and the products or services it provides.
The boilerplate can also include details about the founders or the team, and relevant achievements or recognition the business has garnered, if any. This section serves to provide journalists and other readers with essential context about the company.
A well-crafted boilerplate not only establishes credibility but also enhances the potential for the company’s story to be picked up and shared, thus broadening its reach and visibility in the market.
Vikrant Shaurya
CEO, Authors On Mission
Summarize and Add Hyperlinks
In a press release for a new business, it is crucial to include a concise message summary that captures the essence of your story. The opening paragraph should address the who, what, where, when, why, and how, offering a snapshot of the article.
By incorporating the 5Ws and the 1H, you provide journalists with a clear understanding of the relevance to their audience. Additionally, including hyperlinks to your company website or interactive materials can drive traffic and enable journalists to explore more about your business and shape their coverage.
Matias Rodsevich
CEO, PRLab
Highlight Your Unique Selling Proposition
A captivating press release for a new business must include a compelling unique selling proposition (USP). This concise statement highlights what sets the business apart and grabs media attention. For instance, take the fitness startup “FitFirst” and its USP, “Transforming Exercise with Virtual Reality.”
By leveraging cutting-edge technology, FitFirst revolutionizes fitness by immersing users in virtual environments for enhanced workouts and motivation. This innovative USP brings a fresh angle to the industry, attracting media interest and inspiring potential customers.
Including a compelling USP in your press release not only grabs attention but also reinforces your brand identity, making it a crucial ingredient for announcing a new business venture.
Himanshu Sharma
CEO and Founder, Academy of Digital Marketing
Showcase the Unique Value Proposition
When crafting a press release for a new business, one important element to include is a compelling and concise overview of the business’s unique value proposition. This section should highlight what sets the new business apart from competitors and why it is relevant and valuable to its target audience.
This is important because, in a crowded marketplace, it’s crucial to communicate how the new business stands out and offers something unique. Clearly articulate the key features, benefits, or innovations that set the business apart from competitors.
This helps capture the attention of journalists and readers and generates interest in the new venture. Explain how the new business addresses a specific need or solves a problem for its target audience.
Clearly articulate the value proposition, focusing on the benefits customers can expect. This helps readers understand why they should pay attention to the new business and what they stand to gain from engaging with it.
Georgi Todorov
Founder, ThriveMyWay
Focus On Value and Stay Informative
Present a solution or address a need when disseminating a press release to launch a new business.
Get the audience hooked by focusing on your offering. What value does it bring? How would it be beneficial to the consumer? How would operations conduct business at the convenience of the general public? These are the types of discourses that you would want for a new business release. Prepare relevant case studies in a narrative format that would be relatable to your market segments.
After careful consideration and good timing, sustain audience interest with an immediate follow-up. Introduce the company, its values, and its leaders more, as well as detail your best features and disseminate them during the launch period, too.
Tristan Harris
Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency
Don’t Forget the Call to Action
As the owner of a PR agency, I compose, write, and read press releases daily. While most releases follow a specific format, there is one trick to keep your press release from hitting the digital trash bin. Media outlets and PR agencies expect to see the who, what, where, and when, but don’t forget to include your call to action!
That’s the “how,” and it’s a vital part of a killer press release. Give your reader a task and something to look forward to. This doesn’t have to be complicated. Ask for a social follow, offer to send your reader a sample product, or simply include a discount code as a “thank you” for reading your press release. Just a few sentences will ensure that your press release stands out!
Jaqui Cook
Owner and Lead Creative Strategist, Know Name Creative
Tell the Founders’ Engaging Story
One important element that should be included in a press release for a new business is an engaging story or anecdote about the founders. Sharing an example, such as how the founders overcame significant adversity to start their venture, can captivate readers’ attention and make the business more relatable.
By including this narrative, it humanizes the brand and establishes an emotional connection with potential customers or partners. For instance, if a new coffee shop was started by individuals who were previously homeless but used their love for coffee to turn their lives around, sharing this inspiring journey in a press release would not only generate interest but also create goodwill towards the business.
The inclusion of such stories adds depth and authenticity to the company’s identity, making it memorable amidst numerous press releases vying for attention.
Steve Dinelli
Founder, MarketerInterview.com
Share Your Business Vision
Press releases are crucial for new businesses. They’re like formally announcing the reason for choosing to build a business. They will become the foundation of how you’d like audiences to perceive your business idea. Hence, one thing that should be included in a press release is the vision of your business.
This will make it easier for your business to gain the trust of its target audience. It’s always better to tell the truth, so don’t shy away from sharing the struggles that your business had to go through as well. An excellent tip is to add some quotes from people who helped you build the business. This will give a more honest tone to your press release.
Albert Vaisman
Founder, Soxy
Include Social Media Handles
In today’s age, social media dominates as one of the primary ways consumers keep in touch with businesses and discover new ones.
Make sure that your press release includes your business’s socials—and stay active on them to sustain their attention! They will become a direct way to communicate with your target audience.
Adam Shlomi
Founder, SoFlo Tutors
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