What Goes Into a Winning New Business Press Release

In the digital age, where a tweet can go viral in seconds and a LinkedIn post can garner thousands of impressions, some entrepreneurs mistakenly believe the humble press release is a relic of the past. They couldn't be further from the truth.

A press release is the "official birth certificate" of your business. It is a formal declaration of your existence, a tool for SEO, and the primary vehicle through which journalists, investors, and potential partners evaluate your credibility. But in an era of information overload, a mediocre announcement is destined for the "Trash" folder. To cut through the noise, your new business press release needs to be more than just a list of facts—it needs to be a compelling narrative packaged in a professional skin.

Here is the essential blueprint for crafting a press release that demands attention.

1. The Headline: Your 10-Second Pitch

The headline is the most critical element of your release. Journalists often scan hundreds of headlines a day; if yours doesn't spark immediate interest, the rest of your 500 words won't matter.

• The Goal: Summarize the "Big News" in one impactful line.
• The Strategy: Avoid being "cutesy" or vague. Instead of "A New Way to Shop is Here," try "Tech Startup [Name] Launches AI-Driven Platform to Cut Grocery Costs by 30%." Use active verbs and include your unique value proposition.

2. The Dateline and The Lead (The 5 Ws)

Following the headline is the dateline (CITY, State – Month, Day, Year). Immediately after comes the Lead Paragraph. This is the "Executive Summary" of your announcement.

You must answer the five Ws in the first two to three sentences:

• Who: Your company name.
• What: The launch or major milestone.
• When: The date of the launch.
• Where: Your headquarters or the market you are entering.
• Why: Why does this matter? What problem are you solving?

If a reporter only reads your first paragraph, they should still be able to write a three-sentence blurb about your business.

3. The Body: The "So What?" Factor

The body of the press release is where you expand on the "Why." This is where you transition from a simple announcement to a story about market relevance.

For a new business, you should emphasize your Unique Value Proposition (UVP). Use this space to explain the gap in the market that your company is filling. Are you more affordable? More sustainable? Do you use a proprietary technology that no one else has?

Include hard data or trends to back up your claims. If you are launching a cybersecurity firm, cite a recent statistic about the rise in data breaches. This grounds your business in reality and proves there is a genuine demand for what you’re doing.

4. The Human Element: The Executive Quote

Nothing kills a press release faster than "corporate-speak." Phrases like "We are thrilled to leverage synergistic solutions" are filler.

Instead, include 1–2 quotes from the founders or key executives that provide vision and heart. A good quote should sound like a human being talking. It should explain the passion behind the project or the future the company hopes to build.

• Bad Quote: "We are happy to announce our launch today."
• Good Quote: "We started [Company] because we were tired of seeing small farmers struggle with logistics. Our goal is to put the power back in the hands of the producers."

5. The Technical Toolkit: Links and SEO

A press release isn't just for people; it’s for search engines. Incorporate relevant SEO keywords naturally throughout the text. Most importantly, ensure you include active links to your company website or a dedicated "Newsroom" page.

To make a journalist’s life easier, mention a Digital Press Kit. This is a link to a folder containing high-resolution logos, founder headshots, and perhaps a short "explainer" video. The less work a reporter has to do to find visuals, the more likely they are to cover your story.

6. The Boilerplate: Your "About Us"

The boilerplate is a short, standardized paragraph at the end of the release that provides a "thumb-nail sketch" of your company. Think of it as your business card. It should include:

• What the company does.
• Where it is headquartered.
• Any major awards or milestones (e.g., "Backed by Y Combinator" or "Winner of the 2023 Tech Innovation Award").

7. The Close: Media Contact and "###"

Never forget to include a clear Media Contact section. Provide a specific name, email address, and phone number. Journalists work on tight deadlines; if they can’t reach you immediately for a follow-up question, they will move on to the next story.

Finally, end the document with "###" centered at the bottom. This is the industry-standard signal to the reader that the content has ended, preventing them from wondering if a second page is missing.

Final Pro-Tips for the New Founder

• Keep it Factual: While you want to be "interesting," avoid "hype" words like "revolutionary," "unprecedented," or "the best." Let your data and your UVP do the bragging for you.
• Length Matters: Aim for 400–600 words. If it’s too short, it looks insignificant; if it’s too long, it won’t be read.
• The "Scannability" Test: Use subheaders or bullet points if you have a list of features. Most readers will skim the document before deciding to dive deep.

At its heart, a great press release is a gift to a busy journalist: a pre-packaged, high-value story. When you provide the data, the vision, and the visuals upfront, you make it easy for the media to say yes. Stop thinking of it as a formal requirement and start seeing it as your brand's first real opportunity to control its own narrative.