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Slush Media Bank is the resource bank for you to launch your news during Slush Week, and for journalists to not miss a thing.

While some of you have expertise in writing to the press, we know that this may be the first time you actually come across a “press release request”.

Don’t worry, we got you.

1. Start with a clear headline

The headline is the first thing that the media will see, so it must be simple and short, but strong. The journalist needs to see what the story is about and why is relevant just by that line.

While the headline needs to catch the journalist’s attention, remember that a press release is not a marketing piece. Be authentic, but avoid expressions you wouldn’t read in any article.

The structure should always be: Company name (you can include where from if small)+ amount raised/product launched + why you launched the product/raised the money.

  • DO ✅:
    • Carbonaide raises €1.8M to make manufacturing concrete carbon-negative
    • Nordic VC Voima Ventures launches €90M fund for deep tech startups
  • DON’T ❌:
    • Carbonaide raises €1.8M to make the first manufacturing carbon-negative concrete in the world. (too marketing)
    • Leading VC Voima Ventures launches €90M fund for deep tech startups (too marketing)

2. Continue with a strong sub-header or bullet points that summarise your content

Be honest but concise. Why are you creating/doing that? Do you have any groundbreaking data? Why should anyone care about your launch? This is the right place to answer those questions.

3. Create the Press Release content: from most to least important

Start with a paragraph explaining and answering all the W’s in more detail than in the subheader: What are you launching? When? How did you do it? Who was involved and what did they do? Why are you doing it? Where?

After the first paragraph, you can use the rest of the content to provide more context and storytelling of the solution you’re bringing to the table. Remember to add why is important in your market, and how you’ll help your customers.

Personal touches also are very interesting to journalists: Did you struggle with something that gave you the company idea? Include it–they’ll love it.

💡PRO TIP: Build a story that naturally helps you to keep reading instead of just answering the main questions in different paragraphs.

4. Don't forget your quotes

Quotes are significant to provide context and personal touches. They also work amazingly to introduce new information without breaking your storytelling.

Determine who’s going to be the spokesperson of your organization and work with them to create those quotes. If you are closing a funding round, you can also ask your lead investor to add value with their quote.

Remember to make them short and sweet.

5. Wrap up with your boilerplate, press kit and contact details

At the very end, you should always include:

  • Boilerplate or about section: this is a 3-4 line summary of your company’s work, mission, and general info.
  • Press Kit: This is a Drive or Dropbox folder with spokesperson pictures, company logo, team images, product in use, etc. Don’t use Wetransfer as the link will be invalid after a few days.
  • Press contact: add name, title, and email to the person whom the journalist should contact if needed

PS: for Slush Media Bank, only the boilerplate at the end is important. You’ll add your contact info and Press Kit separately.

Made it this far? Congrats, you’re ready to write your killer press release.