You've just closed a significant funding round. Congratulations! The temptation is strong to blast out a press release and celebrate immediately. But hold on, there's crucial strategic work to do first. Once the initial excitement dies down, the real opportunity begins.
Before you write that press release, ask yourself: What do you actually want this announcement to achieve? Are you:
Your answer should drive everything, including which publications you target, what messages you emphasize, and even how your executives talk about the funding. If you're trying to land enterprise clients, you'll approach this differently than if you're focused on recruiting top engineers through developer-focused outlets.
When those first articles are published, don't share them once and move on. Strategic amplification multiplies your reach:
This amplification tells the market that your company is worth watching.
Here's what most founders miss: your funding announcement isn't just news for today, it's a credential you'll use for months or years. Every time you pitch a story to a reporter, this funding becomes proof of your legitimacy. "Company X, which recently secured $20M in Series B funding, is seeing rapid adoption in healthcare," carries far more weight than the same pitch without that context.
This is momentum at work. Each mention reinforces your credibility with journalists, making them more receptive to future stories.
Here's the hard truth: the high from that initial coverage disappears quickly. Funding announcements are easy stories for journalists, with clear news value and simple to write. But once they're published, you're back to competing for attention in an oversaturated media landscape.
This is where most startups drop the ball. Announcements generate quick press hits. Relationships generate ongoing coverage.
Now that you've gotten attention, you need to prove the funding mattered. Growth is what makes you compelling to journalists going forward. A funded company that doubles its customer base or launches innovative features becomes a go-to source, not just a one-time story.
Get your team together for a strategy session. Meet with your key executives to discuss what's happening in your industry. What trends are dominating headlines? Where do your perspectives differ from conventional wisdom? What data or insights do you have that would surprise people?
This conversation fuels two critical activities: proactive pitching of new stories and reactive commentary when relevant news breaks. When a story in your space goes viral, you'll be ready to offer an expert perspective.
1. Crystallize Your Story. Develop a straightforward narrative that connects your funding to your broader mission. What makes your approach different? Why does this funding matter to your industry, not just to you?
2. Map Your Audiences. Who needs to know about your company's progress? Break this down: media, customers, potential hires, investors, partners. Each group needs tailored messaging and channels.
3. Create a Content Calendar. Plan news beyond funding. Product launches, customer wins, key hires, research findings, and industry commentary build a pipeline of story opportunities for the coming quarters.
4. Invest in Thought Leadership. Pursue bylined articles, speaking opportunities, podcast appearances, and original research. These let you share nuanced perspectives that go beyond transactional news.
5. Build Media Relationships. Identify reporters who consistently cover your space. Follow their work. Engage with their articles. Offer yourself as a resource even when you're not pitching. This is how trust develops, and trust is what gets you featured six months from now.
6. Track What Actually Matters. Don't just count articles. Measure impact through:
Your funding announcement opens doors, but sustained effort keeps them open. The startups that win in the long term understand that PR isn't about individual wins; it's about building a reputation that compounds over time.
Every article, every quote, every speaking opportunity adds another layer to your credibility. Six months after your announcement, when a reporter is writing about trends in your industry and needs an expert source, will they think of you? That's the real test of whether your strategy worked.
Need support with your announcement or post-announcement strategy? Let's talk.