Press Kit Preparation For Events

What to say when you announce a sponsorship, so people actually pay attention. This ain’t the run of the mill press release. You’re building the story that your partners, execs, and media will build from. For context: I co-write messaging with sponsors and service providers across sport. From the first post to the follow-up that actually drives momentum. Here’s the 13-part checklist I use with sponsors to make sure that happens: 1/ Headline POV Lead with perspective. Not the deal. → “Why [Brand] is backing [Athlete/Team]” → “This is what [Series] got right about the future” 2/ Opening line that earns attention Start with a stat, insight, or belief. Not a logo. Not a thank-you paragraph. 3/ Logo placement with purpose Use it once, early, and tie it to meaning, not just exposure. 4/ Strategic pull-quote from exec No boilerplate. No fluff. One line from the CEO/CMO/CTO that frames the why of the deal. 5/ Athlete or team reference Tie their style, performance, or history to your brand’s values. This is where sports meet story. 6/ Photo or visual asset Use race-day imagery, behind-the-scenes shots, or real team integration, not stock images. (More to be said on this) 7/ Internal link to company POV or press release Bridge to the deeper story. Let them explore the details, but don’t shove it in the feed. 8/ Quote or POV from second voice Let the CTO or Head of Innovation speak to tech. Let a customer reference the impact. Add depth through voice layering. 9/ Race-week timing Don’t post in the void. Align to the race calendar, qualifying hype, or post-podium conversations. 10/ Pre-baked reshare language Give execs and partner teams a 1-line summary to repost with intent. No “We’re thrilled...” reshares. (Please) 11/ Hashtags with purpose (or none at all) Avoid the hashtag soup. Use one or two that shape narrative, not reach. 12/ Tagged collaborators (if useful) If you tag the team/athlete, it should add context or bring new eyeballs. Never tag out of obligation. 13/ Soft CTA that drives alignment End with clarity: → “What’s something you want to see more of in sponsorships?” → “We’re just getting started. More from this journey soon.” Final note: You’re writing a reference point that sales, PR, and investors will return to all season. Don’t publish and vanish. Publish and position. Photo by Darren Heath.

If you're a PR team wondering why your release got 4 pickups instead of 200... It's because the story is hiding under a corporate lede, and the editor on the other end doesn't have the time to dig for it. The sentence a publicist thinks is the headline and the sentence a journalist thinks is the headline are almost never the same sentence. Imagine that an outdoor gear company sends a press release tied to a national parks anniversary. The release leads with the company's new product line, lists its features, mentions the anniversary in the third paragraph as scene-setting, and ends with a quote from the founder about being "proud to celebrate America's wild spaces." There is no story in that press release, but the raw material is there. Buried in paragraph four is a single line about the company's data showing visitors to under-trafficked national parks have grown 40% in two years. That's the lede. That's the whole piece. A trend story about Americans flocking to the parks nobody talks about, written for an editor in any state with a regional park system that isn't Yellowstone. The PR team didn't see it because they were looking at the release through the lens of what the brand wanted to announce. A journalist reads the same release and looks for the sentence that would make a stranger in another state stop scrolling. The hardest skill in PR is getting out of your own way. An editor opens your release looking for a sentence that earns a slot on their site. A reader opens the eventual story looking for a sentence that earns the next two minutes of their life. Neither of them are looking for your brand's announcement. They're looking for the surprising fact or insight that the announcement happens to contain. Be willing to stand behind a story rather than in front. You'll find yourself getting a lot more attention.

5 ways to improve your company press releases. 1. Send fewer press releases. Most press releases I read aren't newsworthy and seem shovelled online to meet some monthly/quarterly quota for media activity. 2. Instead, wait till you have a good story and pitch it to one - or a maximum of two non-competing media titles. No press release - just a one-sentence summary of the story idea/announcement and then four to five brief bullet points of essential, further information. Include possible case studies, your CEO's availability for an interview. 3. Two pages. Ideally one. 4. Write the press release in a journalism style. Don't smother it with jargon, random UppER case, or marketing fluff. Don't begin with "Today, your company name and long-winded description of your company..." Instead, summarise the impact/benefits of your company M&A, new product etc on an industry/customers/society /economy before attributing it your company. 5. And don't ever use the phrase "delighted to announce". Or the word "ecosystem" unless your company has a nature reserve in Guatemala.

I am keeping track of all the DMs and emails I get that start with some version of, “this may be a dumb question, but…” Not one has been dumb. Keep asking. Curiosity drives this entire shift in our industry, and the questions you are asking helps me refine what and how I share. I am going to answer several of them in single, focused posts so they are easier to follow than the long strategy pieces. First up, the question I received more than any other last week: What is a GenAI Wire Press Release? A GenAI Wire Press Release is a press release built to show up in generative search. It uses structured fields, predictable formatting, and clear signals that LLMs read. A modern release: • Creates a machine-readable version of your announcement • Establishes authoritative, repeatable facts • Reduces hallucination risk by clarifying timelines and source data • Protects the narrative by giving LLMs the exact language they should reuse • Improves your Prompt Universe and Answer Share over time This does not replace a traditional press release. It supplements it. HERE IS HOW TO WRITE ONE: A GenAI Wire Press Release should live in two places: ✔️ Published on a public, permanent URL ✔️ Distributed via the wire The Headline Matters More Than Ever The headline should: 1. Contain the exact entity name 2. Contain the action 3. Contain the category 4. Contain explicit facts when possible 5. Use bold formatting Example: Acme Robotics Announces the Launch of AcmeOS 4.0, a New Operating System for Enterprise Automation Then, deep link the first brand mention. In the body of the release, the first mention should include a root domain link to reinforce authority. And then... The 12-Part Formatting Standard 1. Release Type Header 2. Entity Line (Full Legal Name + URL) 3. Location + Date (YYYY format supported by models) 4. One-Sentence Summary: Just one. 5. Announcement Block: Short paragraphs. 6. Key Details Section (Bulleted) 7. Background Block (Context LLMs Need) 8. Structured “About the Company” Section: Short. Factual. Precise. 9. Key Leadership Section 10. Previous Awards, Certifications, or Recognitions (Bulleted) 11. Source/Verification Links: ✔️ Root domain links ✔️ Internal newsroom URLs ✔️ Government or standards bodies ✔️ SEC filings (if applicable) ✔️ Third-party coverage from reputable media 12. Schema Block (Recommended): Place at the bottom in JSON-LD. The rest you can see in this step-by-step guide, attached. #genaiwirepressrelease #pressrelease #modernpr #wireservice #pr #marketing #communications

During my tenure working with Invest India Ministry of Commerce and Industry, Government of India, I had the privilege of drafting several press releases for the Press Information Bureau - India (PIB). These experiences were instrumental in sharpening my communication skills and understanding the nuances of public information dissemination. Press releases are an essential tool for anyone working in #communications and PR. Here are 5 key lessons I learned about writing an effective press release: 1️⃣ Clarity is Key: Ensure that the headline and content are straightforward and easy to understand. The goal is to make the main message immediately clear to all readers. 2️⃣ Answer the 5 Ws and 1 H: Who, What, Where, When, Why, and How – every press release should comprehensively address these aspects to provide complete context. 3️⃣ Structured Flow: Start with the most important information in the first paragraph and gradually dive into the details. This inverted pyramid style helps readers grasp the essence quickly. 4️⃣ Credibility Matters: Back up statements with data, quotes, or references. For example, in the press release on the '50 Brands Dedicated to the Nation Under the 'One District, One Product' Scheme', I ensured the messaging highlighted the government’s commitment to local entrepreneurship by including scheme details, its significance, and quotes from key officials. 5️⃣ Tailored for the Audience: Understand who will be reading the release – media professionals, stakeholders, or the general public – and adapt the tone and content accordingly. Crafting a press release and mastering it can be a significant professional asset for communicators. I hope to gain more such skills going forward. To all the PR folks in my network, what’s your go-to tip for writing or evaluating a press release? Would love to learn. #PressRelease #Communication #PublicRelations #ProfessionalGrowth #GovernmentOfIndia #PIB #MarketingStudent

6 reasons journalists ignore your press releases (and what to do instead) After 12 years in both journalism and PR, I've seen the same mistakes over and over. How many are you making? 1️⃣ Leading with "We're excited to announce..." Journalists care about their readers, not your excitement. Instead, lead with the impact your news will have on their specific audience. 2️⃣ No clear "So what?" factor "We launched a new feature" isn't news. "This new feature helps companies reduce carbon emissions by 40%" is. 3️⃣ Writing for your CEO, not for journalists Dense paragraphs filled with industry jargon and meaningless superlatives? Instant delete. Good press releases use simple language that explains complex ideas clearly. 4️⃣ Pitching the wrong journalists If they've never covered your industry, why would they start now? Research is everything. 5️⃣ Treating PR as an isolated tactic The most successful companies integrate PR with content strategy, social media and thought leadership. One press release won't change your business. A comprehensive communication strategy will. 6️⃣ No compelling story angle "We're growing" isn't a story. "We're growing because we've found a solution to [industry problem] that no one else has solved" might be. If you're struggling with PR results, the problem might not be the media. It might be your approach. P.S. What's your biggest PR frustration? Share it in the comments and I'll give you my honest take. 👇 #PublicRelations #Sustainability #MediaRelations

Most press releases suck. And believe me I know — I've seen too many. Now I write them myself, and here are my principles for a good-enough press release. The first sentence should always answer 3 questions: Who? What? Why? Example from Reuters: WHO? Venture capital firm Andreessen Horowitz WHAT? is seeking to raise about $20B in what will be the largest fund in its history, WHY? to capitalize on global investors' interest in backing US artificial intelligence companies. The main part (body) must be simple, factual, and stick closely to the news you’re announcing. No opinions, and minimal background info. A press release breaks news; background isn’t news anymore. So any background info should be placed near the end and kept to 1–2 short paragraphs. Keep your paragraphs classic — no more than 3 lines each. Add headlines when everything else is written. It’s just easier. Use numbers, arresting words, and the active voice. Aim for 10–13 words. In English-language headlines, use present tense and drop articles when possible. Avoid words like “outstanding,” “unique,” “amazing,” “leading,” “disrupt” — they don’t add value. “Solution” is also just no. Please. Quotes — much like dialogue in books — are the voice of your press release. They add color, detail, and show motivation. Write them the way people actually speak. Avoid platitudes like “pleased to announce,” “proud,” “excited,” and “happy.” One quote must be solely about the news (place it in the 3rd or 4th paragraph). The second one, from a different speaker, should point to the “bright future” — put it at the end. All in all, keep it short and sweet — one Google Doc page is perfect (font: Arial, size: 11). My comms team has landed press releases in TechCrunch, Sifted, Forbes, VentureBeat, and Business Insider. You can trust me.

Strategy in 60 Seconds No one cares you’re ‘excited to announce’ something — land the damn plane. Whether you’re writing a press release, an email or a social media post, burying the lede is the fastest way to lose your audience. Here's an all-too-common example: Boulder, CO. May 15, 2025 — XYZ Corp., a leading technology company dedicated to innovation and excellence, is excited to announce the launch of its groundbreaking product, the ABC.Examples.com. “We believe that the ABC will revolutionize the way people work and play, and we can’t wait to see the impact it will have,” said Jane Doe, Director of Communications at XYZ Corp.Examples.com. Really? I'm now two sentences in, and I know nothing more about the company, the product, what it does or who it's for than I did before I read those words. That sound you hear is hundreds of reporters hitting the delete key at the same time. Here’s how to start strong (fictional product, of course): Lead with what’s new: XYZ Corp. today launched the ABC, the first device allowing visually impaired consumers to see computer screens. Tell us why it matters: Use your quotes to move the story forward. "The ABC has been tested and endorsed by the National Federation for the Blind as a truly breakthrough product that can level the playing field for those with visual impairments in the information age," said a company executive (who can be available for interviews). Use plain language — no one has time to decode corporate-speak The first line should hook, not hedge. Bottom line: if your message doesn’t grab attention in the first five seconds, it might not get a second chance. Why did Apple's iPod win the portable music war? They didn't start with this: "The iPod features a 5 GB hard drive (10 GB option available after March 21, 2002) capable of holding 1000 songs in 160-Kbps MP3 format (or 2000 on the 10 GB drive), a high output amplifier (60-mW), a FireWire port, and a standard 3.5-mm headphone jack in an ultrasleek "iBook white" and stainless steel case." Instead, Steve Jobs held it up and said, "It's a thousand songs in your pocket." Game. Over. Be like Steve Jobs. #PRTips #CommunicationStrategy #WritingTips #PublicRelations #MediaRelations #StrategyIn60Seconds #LinkedInCreators

🌶️ Most GTM Teams Don’t Understand the Real Job of a Press Release #hottake Next up in our GTM Hot Takes series from The GTM Circle is Sydney Fenkell, Head of Marketing Comms at Proscia. 〰️ 🎤 Sydney Fenkell's Hot Take 🎤 Let’s get this straight: press releases aren’t just for the press anymore, and they haven’t been for a long time. But too many marketing teams, execs, and even comms pros still treat them like they are. They write for journalists, put them on the wire, hope for a pickup, and move on. That’s outdated thinking and a missed opportunity. Today’s press release is a multi-functional GTM asset that does far more than chase headlines. When written strategically, it can: ♦️ Rank in search and appear in AI-generated summaries via your favorite LLM, expanding discoverability in the age of AI ♦️ Educate and validate buyers who are doing self-directed research on your company or category ♦️ Serve as a timely, high-credibility asset for sales, offering an “excuse to reach out” or a link to drop into a follow-up Signal traction to prospects, customers, analysts, partners, and investors Anchor your message in owned channels, giving your narrative longevity and SEO/GEO value long after the initial announcement fades. If your press release isn’t designed to show up–in search, in chatbots, in decks—you’re not just behind. You’re invisible. I’ve written my fair share of releases, from product launches to strategic partnerships. Early on, success meant media coverage: Did the trades run it? Did it get syndicated? But as buyer behavior evolved, so did our approach. Now, the value of a release lies in how well it reaches and resonates with modern decision-makers—buyers doing their own research, sellers looking for timely proof points, and yes, AI systems scanning for credible sources. Our most recent announcement introduced new survey findings, but we didn’t just “PR the data.” We approached the press release as a discovery asset—structured to signal authority across channels, crafted to tell a story that supports sales conversations, and positioned as a launchpad for downstream demand generation. It wasn’t about buzz. It was about building durable visibility and utility in a world where buyers often find you long before you ever speak to them. And the early signals suggest the approach is working. 💡 Tip: Before you publish your next press release, paste it into your LLM of choice and ask: “What would a buyer learn from this?” You’ll quickly see whether it communicates value, credibility, and differentiation—and how ChatGPT makes sense of it. In a world where AI is the new front door, your release needs to resonate with buyers and their algorithms. Final words: Press releases aren’t dead. They’re just underutilized. In the right hands, they’re one of the most underrated tools in the modern GTM playbook. ---------- 📌 At focal, I run The GTM Circle, an invite-only community of the top GTM startup leaders. DM me for more details!

Fridays are for Confidence: Method is the Antidote to Overthinking 🛡️ ✨ Confidence isn't always about knowing the answer. Often, it’s about trusting your methods. I've been co-teaching an Entrepreneurship Course at NYU this semester with Emma Ramos, May O., and Ivy Lu, and we did a recap of how to develop crisp product definitions and messaging. It reminded me that the most confident founders aren't the ones with a perfect idea. They are the ones with a rigorous method for breaking their ideas apart before they ever build them. This week, we ran a session on the Amazonian PRFAQ (Press Release / Frequently Asked Questions) approach to help the students define their product ideas. A big thanks to Amanda Gabel, MBA who deconstructed the method for us. She taught hundreds of folks over the years how to build a PRFAQ, critiqued tons of PRFAQs, and so now she brought all that experience to our class. It was a great reminder that having a proven way to tackle the unknown doesn't just produce better documents—it gives you the confidence to be bold. The Rigor of the PRFAQ The PRFAQ isn't a brainstorm; it’s a simulation of the future. It forces you into a specific paragraph structure that leaves no room for vague strategy. Here's a recap of what goes into the PR: Headline Subhead Paragraph 1: Provide a summary of the vision, problem, target customer. It needs to be concise and memorable. Paragraph 2: Outline the problem by deeply empathizing with the customer’s pain point. Paragraph 3: Describe the solution. Paragraph 4: Provide quotes from the innovators and teams behind the idea. Paragraph 5: Explain how to get started, you need to be precise Paragraph 6 and 7: Customer quotes Paragraph 8: Call to action The AI Parallel: Method in, Strategy out 🤖 📈 This is exactly why so many people struggle with AI. They treat the prompt box like a magic wishing well, but without a structured mental model, you’re just asking the machine to guess. If you can't define the customer problem in a paragraph, the AI can't help you solve it at scale. Confidence when working with AI tools comes from: 1️⃣ Structured thinking: Using methods like the PRFAQ to define your intent before you ever type a prompt. 2️⃣ Evaluating over memorizing: Using tools to compare five different futures rather than just accepting the first "hallucinated" answer. Methods give you a way to measure which AI-generated path actually has legs. I’d love to hear from you: What is the one method you lean on when a project feels like "unstructured chaos"? How has bringing more rigor to your prompts changed the strategy you get back? #Confidence #Leadership #Amazon #PRFAQ #NYU #Entrepreneurship #AI #ProductManagement #StrategicRigor 🚀 ✨