The Ultimate Startup PR Writing & Distribution Guide (2025)
1. Why Press Releases Still Matter in 2025
Press releases remain a cost-effective path to earned media, organic backlinks, and social proof. When optimised for Google News and amplified through strategic pitching, a single release can:
Drive search visibility within minutes.
Generate editorial backlinks that boost domain authority.
Provide journalists with quotable facts and ready-made story angles.
Serve as primary source material for generative AI systems that summarise news.
2. What Makes News Newsworthy
Ask the 10-second editor test: "Would a reader outside my company care?" Your story should hit at least one of these triggers:
Impact – solves a real problem at scale.
Timeliness – tied to current events or industry trends.
Novelty – first, best, largest, or only.
Human interest – compelling founder, customer, or societal angle.
Data – original research or numbers journalists can cite.
If your announcement lacks a hook, refine the angle before you write.
3. Google News Compliance Basics
Google’s 2025 guidelines focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and technical clarity.
Dedicated news URLs: Each release must live at a permanent, unique URL.
HTML only: Avoid JavaScript navigation; Googlebot-News prefers clean links.
Structured data: Apply NewsArticle schema with author, date, headline, image.
Original reporting: No duplicate or AI-only content.
Transparency: Show author bios, contact details, and editorial policy.
4. Anatomy of a High-Impact Press Release
Section
Purpose
Key Tips
Logo + Contact
Immediate brand ID
Include phone & email of media contact
For Immediate Release / Embargo
Sets timing
Embargo = give journalists 24-48 h head-start
Headline (≤ 80 chars)
Hook & keyword
Write last; make benefit clear
Sub-headline (optional)
Extra context
Support headline without repetition
Dateline
CITY, Country — Date
Use ISO date (e.g., 29 July 2025)
Lead Paragraph
5 Ws (+ H) in 40-60 words
Journalists should grab core story instantly
Body
Detail, data, context
2-3 short paragraphs, bullet lists for specs
Quote #1
Human voice
CEO or relevant expert, not marketing fluff
Quote #2 (optional)
Third-party validation
Investor, customer, analyst
Boilerplate
Company bio
100-120 words, include homepage link
Call-to-Action
Next step
Demo signup, interview request, etc.
5. Writing Techniques that Hook Journalists
Inverted pyramid: Deliver most critical info first.
Active voice: “Startup X raises €5M” not “€5M has been raised by Startup X.”
Zero hype adjectives: Replace “revolutionary” with concrete evidence.
Social proof: Reference data, awards, or notable partners.
Plain-language score ≥ 60 (Flesch): Aim for middle-school readability.
Mobile scan test: 70-character line width max, short paragraphs.
Example Lead (Funding)
BERLIN — 29 July 2025 — EcoCharge, a German cleantech startup, today secured €12 million Series A funding to accelerate Europe’s switch to bidirectional EV charging.