Pr Patterns

PR Patterns

Press Release Template

FOR IMMEDIATE RELEASE / EMBARGOED UNTIL [DATE TIME TIMEZONE]

[COMPANY] [VERB] [WHAT] — [BENEFIT/HOOK IN ONE LINE]

[CITY, DATE] — [Company] today announced [what], enabling [who] to [benefit].

[Paragraph 1: The news. What, who, why it matters. Lead with the strongest hook.]

[Paragraph 2: Context. Market problem, why now, what makes this different.]

[Paragraph 3: Quote from CEO/Founder — voice, vision, human angle.]

[Paragraph 4: Product/feature details, availability, pricing if relevant.]

[Paragraph 5: Customer/partner quote if available.]

[Boilerplate: 2-3 sentences about the company. Always the same.]

Media Contact:
Name | Title
email@company.com | +1 (555) 000-0000

Newsworthiness Checklist

Before pitching, verify the story has at least one:

• Significant funding/milestone (revenue, users, growth %)
• New product/feature with clear market impact
• Partnership with recognizable name
• Research or data nobody else has
• Contrarian take on a trending topic
• Human interest angle (founder story, customer transformation)
• Timeliness hook (responds to news cycle)

Media List Building

Tier Structure

Building the List

1. Search "[competitor name] featured in" — clone their press coverage
2. Search "[industry keyword] reporter" on Twitter/X/LinkedIn
3. Use Muck Rack or Cision to find beat reporters
4. Check bylines on competitor coverage
5. Track who covers funding rounds in your space (Crunchbase News, The Information)

Pitch Writing Framework

Structure (under 200 words)

Subject: [Data point or strong hook] — not "press release attached"

Hi [First name],

[1 sentence: Why this is relevant to their specific beat/recent coverage]

[2-3 sentences: The news. Concrete, specific, numbers where possible]

[1 sentence: Why their readers care]

Happy to set up a briefing or send more details. Exclusive window
available until [date] if interested.

[Name]

Subject Line Formulas

• [Company] raises $Xm to [solve specific problem]
• [Number]% of [audience] now [behavior] — new data
• [Recognizable brand] picks [your company] for [use case]
• Avoid: "Exciting news!", "Check this out", generic announcements

Personalization (non-negotiable)

• Reference a specific article they wrote
• Connect the story to their beat explicitly
• Never use mail-merge-style "I love your work on [topic]"

Embargo Strategy

When to Use an Embargo

• Coordinating simultaneous coverage across multiple outlets
• Giving reporters time to prepare in-depth stories
• Aligning with a product launch date

Embargo Best Practices

• Set specific date + time + timezone: Embargoed until 9am ET Tuesday June 10
• Keep embargo list small — more outlets = more risk of leak
• Get verbal confirmation before sharing embargoed materials
• Send a reminder 24h before lift
• If one outlet breaks early, lift for everyone immediately

Exclusive vs. Embargo

Wire Services

When to Use

Use wire (PRNewswire, BusinessWire, GlobeNewswire) for:

• Public company disclosures (required)
• Announcements requiring broad pickup (funding, partnerships)
• SEO value of syndicated links

Skip wire for:

• Most startup announcements (organic pitch converts better)

Cost Guidance

• PRNewswire national: $800–$2,000 per release
• BusinessWire: Similar range
• Accesswire: Budget option ~$300–$500

HARO / Connectively Usage

High-Response Pitch Format

Hi [Reporter name],

[Credentials: I'm the [title] at [company], [relevant expertise].]

[Direct answer to their question — 2-4 sentences, specific and quotable]

[Optional: supporting data point or example]

Available for follow-up at [email/phone].

[Name], [Title], [Company]

Workflow

1. Subscribe to daily emails (3x/day) at helpareporter.com
2. Scan within 1 hour of receipt — speed matters
3. Reply within 2-3 hours with focused, quotable answer
4. Track placements and follow up to build relationships

Crisis PR Basics

Golden Hour Protocol (first 60 minutes)

1. Confirm facts internally — do not guess
2. Assemble: CEO, legal, comms, relevant exec
3. Draft holding statement: acknowledge + "we're investigating" + ETA for update
4. Identify single spokesperson
5. Post on owned channels before media calls

Holding Statement Template

We are aware of [situation]. The safety/security/wellbeing of
[customers/users/employees] is our top priority. We are actively
investigating and will provide an update by [specific time].

What Not to Do

• Do not say "no comment" — implies guilt
• Do not speculate on cause before investigation
• Do not let multiple people speak to media
• Do not delete social posts — screenshots exist

Thought Leadership Pipeline

Owned → Earned Flywheel

1. Publish data/research on your blog
2. Pitch the findings to relevant reporters
3. Reference the coverage in future outreach ("as seen in X")
4. Reporters now know you have data — future pitches convert higher

Byline Placement

• Target vertical trade publications and mid-tier outlets first
• Pitch the article idea first, not the finished piece
• Length: typically 600-900 words
• Disclosure: mention your company once, not a billboard

PR Metrics