Yes, Startups Still Need Press Releases—Here’s How to Get Them Right
There’s a quiet debate in the PR world: Are press releases still relevant? For tech startups, the short answer is yes, with a big asterisk.
Used thoughtfully, press releases still do a lot of heavy lifting. They help startups control the narrative, validate momentum, and create a shareable, public version of their story. But not all press releases are created equal, and a “just-the-facts” approach rarely moves the needle in tech PR.
So if you’re going to do one, make it count.
Tech PR Isn’t Just About Announcing News—It’s About Framing It
In our work with early-stage companies, we often remind founders that what feels like a big milestone internally might not translate externally, unless you frame it with intention.
Your Series A, new product launch, or C-level hire might be a huge internal moment (and rightly so), but to land with media or analysts, the context matters: Why now? What does this signal? Why should anyone outside the company care?
This is where a thoughtful press release comes in. It doesn’t just tell people what happened—it gives them a reason to care.
What Makes a Press Release Work in Today’s Tech Landscape
Here’s what we’ve seen work best, especially when supporting early-stage tech startups:
1. Lead with the “why,” not just the “what.”
Whether it’s funding, a launch, or a partnership, what’s the larger story here? Are you part of an emerging trend? Disrupting an outdated model? Meeting a new kind of demand? Context is everything.
2. Keep it clear—and avoid the jargon spiral.
You might be building something complex, but your release shouldn’t read like a white paper. Use simple, clean language. Explain what the product or announcement actually does, and for whom. If someone outside your company can’t summarize it after one read, it’s probably too dense.
3. Include quotes that actually sound like humans.
One of our biggest pet peeves? CEO quotes that read like they were written by a robot. A good quote adds perspective, not just polish. Use it to show voice, vision, or customer insight—not to rehash the headline.
4. Back it up with data or meaningful insight.
Whenever possible, include numbers that tell a story: user growth, traction, revenue, even market opportunity. If you’re pre-launch or early-stage, consider using customer anecdotes or third-party context to underscore the relevance.
5. Make it easy to pick up and run with.
Include the basics: a short boilerplate, links to your site or product, and a media contact. Bonus points for visuals—reporters love screenshots and short videos they don’t have to hunt down.
Why a PR Consultant Can Help (Even If You Think You Don’t Need One)
We get it—startups move fast, and it’s tempting to treat the press release as a box to check. But done right, it can be so much more.
An experienced PR consultant, especially one who’s worked closely with early-stage tech teams, brings more than editing help. We help shape the story so that it resonates with reporters, analysts, and the broader ecosystem. And that includes knowing when a release isn’t the best tool, and what to do instead.
Being based in San Francisco, we’re often having real-time conversations with media and analysts. That local insight helps us know what kinds of startup stories are gaining traction, and how to position yours within the larger tech narrative.
Final Thoughts: Press Releases Are a Tool—Not the Whole Strategy
At AMP, we view press releases as part of a much bigger media relations picture. They’re one tool in the kit. But when used with care, they can introduce your company to a wider audience with the right tone and timing.
If you’re putting one out, don’t just go through the motions. Use it to tell a story that’s clear, credible, and,most importantly, worth reading.
Want a second set of eyes on your release—or not sure if what you have qualifies as “news”? We’re happy to weigh in.
More on how we work: www.amppublicrelations.com