Copywriting
Press Release for Startup Launch: A Template That Journalists Will Read
Most startup press releases get deleted unread. Here is how to write one that gives journalists what they actually need — and increases your chances of coverage.
Journalists receive hundreds of pitches and press releases daily. They are not looking for reasons to write about you — they are looking for reasons to delete your email. A press release that front-loads news, provides context, and includes all the supporting materials removes the barriers between their interest and publication.
The press release structure
Headline (under 80 characters): State the news, not the company name. "New Tool Lets Freelancers Send Invoices in 30 Seconds" is news. "[Company Name] Launches Invoicing Platform" is noise.
First paragraph — the who, what, when, where, why: Everything a journalist needs to decide if the story is relevant. If the article could be written from only this paragraph, it is strong enough. Do not save information for later in the document.
Quote from the founder: One quote that adds perspective not already in the press release. Not a feature restatement — an insight, a belief, or a market observation. "We believe most invoicing software was designed for accountants, not for the people who actually send invoices" is a useful quote. "We are excited to launch this groundbreaking solution" is not.
Supporting context (2 to 3 paragraphs): Market context (why this category matters now), product detail (what it does and how), and traction (early users, notable customers, or metrics if available).
Boilerplate: 2 to 3 sentences about the company: founding date, location, what you do, and website.
Media contact: A real name, real email, and real phone number. Journalists who want to follow up on a deadline cannot wait for a form response.
What to include with your press release
- Link to your media kit (logo files, founder headshot, product screenshots).
- Link to a live demo or working product — journalists want to verify what you describe.
- An embargo date if you are coordinating coverage with a launch event.
Your product needs to be findable after press coverage
When a journalist covers your launch and readers search for your product, they need to find it on G2, Product Hunt, and relevant directories. UpStart helps you cover that discovery surface before your press goes live.