Press release guide for startups: founder-led template

last updated: Sep 11, 2025
Press release guide wireframe showing headline, subhead, quotes, CTA

TL;DR

A press release works when the angle is real news, the pitch is targeted, and interviews get scheduled fast. This press release guide gives you the exact structure, pitch scripts, and a founder-led distribution plan that gets replies.

How to:
  • Pick one angle and headline.
  • Build a 30-contact media list and personalize 5 pitches.
  • Offer two interview slots within a 48-hour interview window.

Glossary

  • Angle: The point that makes this news worth covering.
  • Media List: Your targeted contact list by beat and outlet.
  • Embargo: Agreement to hold until a set date and time.
  • Exclusive: One outlet gets the story first.
  • Interview Window: The tight slots you offer to land quotes.
  • Wire: Paid service that syndicates your release.
  • Pickup: An outlet publishes a story based on your news.
  • Boilerplate: Two-sentence company descriptor at the end.

How to write and pitch a founder-led press release

  1. Decide the angle. Write the headline. Pick the single reason a stranger should care today. Tie it to scale, timing, or proof. Draft one headline and one subhead. If a non-teammate can’t retell it in five seconds, simplify it. See product story basics in my guide on product positioning.
  2. Draft the release. Use 300 to 500 words. Put news in the first two sentences. Add one founder quote with a clear stake. Add one third-party or customer quote if feasible. Add one image. End with boilerplate and press contact. Directional guidance: 300 to 500 words keeps clarity.
  3. Build a tight media list. Start with three beats: your category, local business press, and relevant newsletters. Add 30 contacts. Capture name, outlet, beat, past coverage link, email, and notes. Add five “must-wins” and personalize those pitches. See the broader play in PR for startups.
  4. Choose embargo vs exclusive. Offer an exclusive only if one outlet’s audience moves your goal. Otherwise use a 24 to 72 hour embargo to brief several outlets before go-live. Put the embargo line at the top of the email. State date, time, and timezone.
  5. Pitch and schedule the interview window. Send pitches mid-morning to early afternoon local time. Aim for 10:00 to 14:00. Avoid 09:00 inbox piles. Offer two 20-minute slots in the next 48 hours. Include the founder’s phone. Confirm recording preference.
  6. Distribute smart. If you need broad syndication, search visibility, or a compliance trail, a wire helps. National US distribution often runs about $800 to $3,000 depending on word count and assets. Use it when it ladders to revenue, fundraising, or required disclosure. For case-led credibility, see a B2B case study template you can reference in quotes.
  7. Follow up once. Close the loop. Reply to non-responders 24 to 36 hours later with a crisp nudge and one new fact or image. After publication, send quick thanks. Share the clip. Log learning into your media list.

Benchmarks

Metric
Target or range
What this means
Source
Release length
300 to 500 words
Forces clarity. Easy to scan.
https://www.prnewswire.com/; https://www.newswire.com/
Send window
10:00 to 14:00 Tuesday to Thursday (local)
Fewer inbox peaks. Better attention.
https://prowly.com/blog/; https://www.prezly.com/academy
Open rate (cold pitches)
30 to 55% (directional)
Subject + relevance drive most variance.
https://muckrack.com/trends; https://www.cision.com/resources/
Reply rate (cold pitches)
5 to 15% (directional)
Personalization and fit matter more than send time.
https://muckrack.com/reports; https://www.prezly.com/academy
Time to first pickup
2 to 48 hours
Fast replies come from must-fit beats.
Editorial norms
Wire cost (US national)
$800 to $3,000
Budget for length, regions, and assets.
https://www.prnewswire.com/; https://www.businesswire.com/
Quotes in release
1 to 2
Founder + customer or partner.
Style practice
Interviews per 30 contacts
2 to 5 (directional)
Depends on angle and list quality.
Field experience
What this means.
Expect low variance if the angle is tight and the list is right. Over-chasing “best time” will not fix a weak story.
Sample math.
30 contacts. 40% open = 12 opens. 10% reply = 3 replies. 2 of 3 book. Two interviews in 48 hours.
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Wire distribution vs founder-led pitching

You have two ways to get your news out.
What a wire is. A paid service sends your release to lots of sites. It appears on many “newsroom” pages. People may find it via Google or industry feeds.
What founder-led pitching is. You, or your comms lead, email a short pitch to specific journalists. The goal is a real story and an interview.
Use a wire when:
  • You need an official timestamp or compliance trail.
  • You want broad syndication and easy archiving.
  • Search visibility matters.
Use founder-led pitching when:
  • You want replies, interviews, and narrative coverage.
  • You have a clear angle that fits certain beats.
  • You can personalize a few pitches.
Quick rule. Start with founder-led pitching for top outlets. Add a wire if you need legality, investor signaling, or extra search footprint.

Embargo vs exclusive
Two common ways to time your story.
Embargo. You share the news early with several reporters. They agree not to publish until a set date and time. Good for wider reach.
Exclusive. You offer the story to one outlet first. They get the first shot at publishing. Good for depth with a single must-win outlet.
Pick one per announcement. Use an embargo for breadth. Use an exclusive when one outlet’s audience moves your goal most.

Templates

Pitch email template
Subject: Quick one on {topic} for {Outlet}
Hi {Name}. Sharing a short story that fits your {beat} coverage. {One-line angle}. Under 500 words. Happy to hold under embargo until {date/time}.
Two interview slots with {Founder}: {slot 1}, {slot 2}. Cell ending {last 4}.
Want the doc or a customer quote?
Best,
{You}

Exclusive ask template
Subject: Exclusive for {Outlet}? {one-line angle}
Hi {Name}. Offering {Outlet} a 24-hour exclusive on {story}. If helpful, I can share the draft and customer proof. Two interview slots: {slot 1}, {slot 2}. If it’s not a fit, I’ll open to others tomorrow at {time}.

Embargo pitch template
Subject: Embargoed until {date/time TZ}: {one-line angle}
Hi {Name}. Sharing details under embargo until {date/time}. Summary: {2 lines}. Assets: {image link}. Interview slots: {slot 1}, {slot 2}. Let me know and I’ll send the doc.

Follow-up template
Subject: Quick nudge on {story}
Hi {Name}. Flagging one extra data point: {new fact}. Slots still open: {slot 1}, {slot 2}. Happy to pass the release or a customer contact.

Interview scheduling template
Subject: Confirming {date} with {Founder}
Thanks {Name}. Calendar hold for {date time TZ}. We’ll keep it to 20 minutes. Do you prefer phone or video? Recording ok?

Risks

  • Weak angle. Fix: tie to outcome, timing, or proof.
  • Wrong outlets. Fix: match beat and past coverage.
  • Franken-release. Fix: 300 to 500 words. News first.
  • Over-follow-up. Fix: one nudge only.
  • No quotes. Fix: founder quote plus one external.
  • Vague timing. Fix: clear embargo or exclusive. Offer two slots.
FAQ
  • You:
    Which UK and US outlets should I target?
    Guide:
    US: TechCrunch, VentureBeat, The Verge, Fast Company, local business press. UK: Sifted, UKTN, City A.M., The Guardian business/tech, BBC Business, local tech titles. Match the beat.
  • You:
    How long should a press release be?
    Guide:
    Keep it 300 to 500 words. Put news first.
  • You:
    What’s the best time to send?
    Guide:
    Aim for 10:00 to 14:00 local time on Tuesday to Thursday. Avoid 09:00.
  • You:
    Do I need a wire?
    Guide:
    Use a wire for wide reach, search, or disclosure needs. Lead with direct pitching for replies and interviews.
  • You:
    What’s an embargo vs an exclusive?
    Guide:
    Embargo means hold until a set time. Exclusive means one outlet goes first. Choose one.
  • You:
    How many quotes and images?
    Guide:
    One founder quote. Add one customer or partner if possible. One image is enough.
  • You:
    Should I localize for the UK vs the US?
    Guide:
    Yes. Use local spelling, currency, and time. Swap outlet examples.
  • You:
    Where can I get the template as a Doc?
    Guide:
    Download the file: Press release template (.docx).
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