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Welcome to No. 003, February 2021. This collection of blog posts titled ‘PR Blueprints’ is for non-PR folks. You’ll get public relations templates, frameworks, insights, and tips to help secure media coverage for your B2B business — on your own.

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10 Ways To Upgrade Your Funding News Announcement

When companies announce funding rounds, they usually don’t secure all the media attention they can. Oftentimes, they land one story about a newly closed funding round in a publication like TechCrunch, then it’s radio silence.

Time to fix that. With a few tips and some dos and don’ts, you’ll maximize your company’s new funding announcement.

Startups are making funding announcements every day and reporters aren’t covering just any capital announcements anymore, so your news has to be delivered the right way to cut through the noise.

Then, after journalists hear about your funding news, it’s best to follow up milestone announcements like funding with stories that showcase your company’s momentum — I’ll tell you what they are.

But first, let’s get this out of the way: a press release is only one part of a strong funding announcement strategy, and it’s not totally necessary. The 8-14 hours that usually go into developing and distributing press releases are usually better off used for something else. A well-written blog post that you can link to is enough.

10 ways to upgrade your funding announcement strategy:

1. Share the funding amount and valuation. Why would a reporter write about you without NUMBERS?

2. Timing: Avoid announcing your funding round during an industry event (it’ll get buried)

3. Tie yourself to a current narrative or trend

4. Be prepared: Add 1-2 executive and investor quotes to your media pitches (use this media pitch template)

5. Do not add the hiring of executive hires (save that for another time to keep a steady drumbeat of news)

6. Email customers pre-announcement explaining how the moolah benefits them now and in the future

7. Ask the VC firm to publish an article to their site, personal LinkedIn accounts of execs, Medium, or Substack that relays the importance to the industry

8. Share the news with regional media

9. Tell your investors about the announcement ~2 weeks out + arm them with social media-friendly graphics

10. Inform journalists 14+ business days in advance (they’ll pen a better story and respect you)

After you’ve followed up on your media pitch (2 emails are plenty), send ‘momentum signals’ to media such as customer success stories (CSS), product updates, or highlight recent wins/accolades/awards. Let the news about your funding “breathe” but don’t wait long.

When it comes to the number of media pitches you should write, that depends on which vertical you are in but consider at least three pitches that fit multiple outlets. It’s smart to have a personalized pitch for VC publications, another for trade publications that cover your industry, and a regional one.

Remember that a funding announcement is the first plank of a bridge to extend your company news and land more stories. For goodness sake, get all that you can out of the hard work your team put into securing funding.

Now get out there and pitch those funding rounds in ways that respect reporters!

Thanks for reading!

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-John