Why startups don’t use media?


Press release is an important entity for a startup. While crawling the web for getting startups interviewed, we found that new startups are lagging in the field of information.

In the case of early stage startups, we don’t find enough information on their webpages. In most of the cases, people have “About us” page on the website but the page seems to be the “portfolio of founders”.

The information provided on the webpage helps the startups to showcase them in the world and to get new customers. Another problem what we observed that startups are more inclined towards the product development not towards the publicity.

On an average if we send invites to 100 startups, 50 reply back, 20 agree to be interviewed and finally 5 startups get published.

If you are developing a great product then you have to reach your audience in time, you have to create “leads” before the actual product come in reality.

Now, coming to the main point “What is a press release?”

A press release/ new release is a document which is written to announce a news. No matter the news is big or small, press release is a necessary document.

You may wonder why an entire document is needed for announcing a news, while it can be done by just writing a brief pitch or explaining your announcement in a few paragraphs. It is true that a well-written pitch is a great way to get a reporter’s interest, but once that reporter begins working on a story, you will be asked more and more questions, including the smaller details not included in a pitch. In short pitch may trigger the report but the end requirement is a complete press release.

The next big question may be that what should be there in a news? to answer it, remember that the first three character of “News” is “New”. So any new thing in your organization can be covered in a press release, e.g., New Partnership, New Funding, New Product etc. Any new target achieved in terms of revenue or customer base also requires the word spread.

What should be included in a press release?
In a press release, following information should be included

1. Header : your header should be a talking one, the header should be something that force a reporter to write about you. For example you launched a new product to track your expenditure with a name “Expend”. One can give heading as “ABC launches Expend” and other person may write “Expend launched to manage and save your money”, The difference is visible.

2.Release date : if you want to send it out early in hopes to secure coverage on the same day your release is distributed, you can note that it is “under embargo” until a specific date and the media will not publish the news until the embargo expires.

3.A sub-headline or summary of anything else noteworthy or supporting.

4.A dateline with the city, state, and release date (the city marks where the news originates from, most likely where your headquarters are based).

5.An introductory paragraph that captures the most important aspect and any pressing details.

6.Body paragraphs that further support your news.

7.A spokesperson quote.

8.Corporate Information (mission statement, website, year founded, achievements, etc.)

9.Logo of the product/ company : Either include your logo in the release itself or send it as an attachment to the media

Mohit Bansal(23) is B.Tech in Electronics and Communication Engineering from Indian School of Mines, Dhanbad, India. He has interest in business and entrepreneurship and has published couple of research articles. He is also associated with various NGOs. He is with Techaloo when it was just in concept stage. The Techaloo site was not existing even then. Currently Mohit is working with Mu Sigma as a Business Analyst Profile.

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