Did you come across some new funding recently? If so, congrats! That’s big news, but your work is far from done.

Funding is not only helpful for developing your product line; it’s also a PR opportunity you need to capitalize on. Don’t worry, we’re here to help.

Let’s break it down.

Funding Release Checklist

All funding announcements should include:

• The basics: Who raised? How much? From whom? What stage?
• The recipient: Who are you? What does your company do? How will the money be used? Mention your founders here, and include a quote from leadership.
• The investment: Why did they choose you? Brag a little, and be sure to include an investor quote. If you have multiple investors, focus on the lead investor.
• The wrap-up: Your company boilerplate.

Writing a Slam-Dunk Release

When it comes to writing your release, a few tips: Make sure your messaging is locked. Stay on topic. And leave yourself plenty of time. You’ll likely need to get approvals from multiple sources (say, for the aforementioned quotes). This can take longer than you expect. Don’t force yourself into a situation where you have to rush.

Getting the Right Coverage

So your release is written (to AP standards, of course). That’s great! But you’re only halfway there. Now comes the most important step – and, some might say, the hardest – figuring out the right press to send it to. Journalists get hundreds of emails every day, and hate wasting time on something that turns out to be irrelevant to them. So prioritize people you have a connection with and tailor your pitch to their beat and style.

To Wire or Not to Wire?

You’ll find lots of differing opinions out there. The fact is, putting your release on a wire service costs money. On the plus side, it will index your news so it pops up in Google search. And, as you get more attention, it helps create a timeline of your company wins (which can help sell other investors down the road). On the other hand, some argue that wire services lead to what’s known as “vanity coverage.” So do what’s best for you. Once you identify your goals, you’ll know how to move forward.

Timing is Everything

Finally, be sure you’re complying with SEC laws in a way that doesn’t ruin the big reveal. If you’re in the U.S., you’ll likely have to file a Form D within 15 days of the closing round. Once filed, this will make your news public. As such, we recommend waiting until the evening before that 15th day, and shooting off your news the bright and early the following morning.

So there you have it: a primer on how to create a funding release for startups. And if you still have questions, or find you need help with the rest, we’re just an email away.