Press Release

A press release is a formal written announcement distributed to media outlets, journalists, and audiences about company news. Topics include funding rounds, product launches, hires, acquisitions, milestones, and partnerships, following a standard journalistic format (headline, dateline, lede, body, boilerplate, contact information). It is distributed through newswires (PR Newswire, Business Wire), email lists, or directly via company blog. Its effectiveness has declined substantially since 2010 but it remains the standard format for formal announcements.

The standard press release format:

FOR IMMEDIATE RELEASE (or "EMBARGOED UNTIL [date/time]")

Headline: short, factual, attention-grabbing. "Company Raises $X Series Y" or "Company Launches [Product]."

Subheadline (optional): adds context.

Dateline: "CITY - DATE -"

Lede paragraph: the 5 Ws, who, what, when, where, why. Reporters often only read this.

Body:

• Quote from CEO or founder.
• Context (market, problem being solved).
• Product or news details.
• Quote from investor, customer, or partner.
• Additional context or business plans.

Boilerplate: "About [Company]", standard 1-paragraph company description.

Contact information: PR contact name, email, phone.

When press releases still matter (2025):

Funding announcements: standard format for VC funding news. Provides quote from lead investor.

Material announcements for public companies: Reg FD requirements drive formal press release distribution.

Major partnerships and customer wins: especially with brand-name partners that signal credibility.

Acquisitions and M&A: standard format expected.

Executive appointments: especially C-suite hires.

Awards and recognitions: amplifying third-party recognition.

When press releases don't matter (2025):

Product launches: blog posts and Twitter threads now outperform press releases for product launches.

Most company news for early-stage startups: pre-seed and seed companies rarely benefit from press release distribution.

News that "nobody asked for": minor feature updates, vanity announcements, generic milestones.

Algorithmically-buried news: most press releases never get above the algorithmic noise floor.

Distribution channels:

Newswires:

• PR Newswire: largest, most expensive ($800-$2000+ per release).
• Business Wire: similar tier, similar pricing.
• GlobeNewswire: mid-tier alternative.
• AccessWire: lower-cost option.

Direct distribution:

• Email to specific reporter list (most effective for tier-1 coverage).
• Company blog post (becomes the SEO asset).
• Twitter / LinkedIn announcements.
• Customer email if relevant.

SEO consideration: press release content gets indexed by Google; can rank for company-name searches and provide authoritative info.

The shift from press release → direct publishing:

Many startups now skip press release distribution entirely:

• Stripe announces major news via blog post, not press release.
• Vercel, Linear, Notion all favor direct publishing over wire distribution.
• Founder Twitter / LinkedIn often carries more weight than newswire.

Press releases remain standard for funding announcements (where investor quotes and standard format help with broader coverage) but increasingly skip wire distribution.

What good press releases include:

News value: the announcement is genuinely newsworthy, not just internal milestone.

Specific numbers: ARR, customer count, funding amount, growth rate, concrete data.

Powerful quotes: founder/CEO quote that's memorable and quotable.

Customer or investor validation: third-party voices add credibility.

Visual assets: high-res images, executive headshots, product screenshots available.

Embargoed strategy: coordinated with target press for simultaneous coverage.

What founders get wrong: Treating press release distribution as the goal rather than embargoed press relationships. The press release is a tool; the relationships and the story are the goal. The right discipline: build relationships with relevant reporters; have stories worth covering; use press releases as one tool in the PR toolkit, not the primary one.

Related: Public Relations · Brand Awareness · Content Marketing

FAQ

What is a press release?
A formal written announcement distributed to media outlets and journalists about company news, following a standard journalistic format (headline, dateline, lede, body, boilerplate, contact information).

When do press releases still matter?
Funding announcements (standard format expected), material public company announcements (Reg FD), major partnerships/acquisitions, C-suite hires, awards. Less useful for product launches or minor milestones.

How are press releases distributed?
Newswires (PR Newswire $800-$2000, Business Wire similar) for broad distribution, direct email to reporter lists for tier-1 coverage, company blog for SEO, Twitter/LinkedIn for direct audience. Many startups now skip wire distribution entirely.

Do I need a PR agency to send a press release?
No. Founders or in-house communications can write and distribute press releases. Agencies add value through reporter relationships and pitch coordination, not the mechanics of distribution.