Funding Announcement PR Guide
Funding news is one of the most coveted PR opportunities for startups. Here's how to maximize coverage for your seed round, Series A, and beyond.
Why Funding News Gets Coverage
Journalists love funding stories because they're:
- Definitive news — Something concrete happened
- Third-party validation — Smart money chose you
- Forward-looking — What will you build?
- Comparable — Readers understand round sizes
When to Announce
After the Close
Wait until the money is in the bank. Announcing "in progress" rounds risks embarrassment if deals fall through.
Market Timing
- Avoid major tech news days (Apple events, etc.)
- Tuesday-Thursday for best coverage
- Morning announcements (6-9 AM ET) work best
Embargo Strategy
An embargo lets journalists prepare stories before your public announcement.
When to Use Embargoes
- Series A and larger rounds
- When targeting Tier 1 publications
- When coordinating multiple stories
Embargo Best Practices
- 2-5 days is typical embargo length
- Clearly state "UNDER EMBARGO UNTIL [date/time]"
- Get explicit confirmation of embargo acceptance
- Have a backup plan if embargo breaks
Expectations by Round Size
Pre-seed ($500K-$2M)
Coverage unlikely from major outlets. Focus on industry newsletters and local business press.
Seed ($2M-$5M)
Possible coverage if you have notable investors or a compelling angle. Tier 2-3 publications realistic.
Series A ($5M-$20M)
TechCrunch and major tech press become realistic targets. This is often your first major PR moment.
Series B+ ($20M+)
Strong interest from Tier 1 outlets. Can often secure exclusive coverage.
4-Week Timeline
Funding Announcement Timeline
Week 4 (4 weeks before):
- Finalize announcement date with investors
- Draft press release and key messages
- Update media kit and press page
Week 3:
- Finalize media list (20-40 journalists)
- Get investor quotes approved
- Prepare founder talking points
Week 2:
- Offer exclusive to top-tier target
- If declined, begin embargo pitches
- Schedule interviews
Week 1:
- Complete exclusive/embargo coverage
- Prepare wide release materials
- Coordinate social media with investors
Launch Day:
- Embargo lifts (typically 6-9 AM ET)
- Publish blog post
- Social media push
- Email to customers/community
Working with Investors
Investor PR Support
- Ask about their PR team/contacts
- Get their journalist relationships
- Coordinate messaging
Quote Coordination
Get investor quotes approved in advance. Keep them:
- Specific to why they invested
- Not generic "excited to partner" language
- Mentioning something unique about your company
Interview Preparation
Common Questions
- Why did you raise now?
- What will you use the funds for?
- What are your key metrics?
- Who are your competitors?
- What's your path to profitability?
- What's your valuation? (you can decline to answer)
Key Messages
Prepare 3-4 key points you want in every story:
- The problem you're solving
- Why now is the right time
- Your key differentiator
- Future vision
Post-Announcement Amplification
- Share all coverage on social media
- Thank journalists publicly
- Email customers and partners
- Update website with "as seen in" logos
- Add coverage to press page