YOLO: You Only Launch Once
How to Nail Your First Media Announcement
Clara Armand-Delille, a seasoned French-American PR professional and the founder & MD of ThirdEyeMedia, knows what it takes to make a startup’s first media announcement count. In her years of experience, she’s seen how a well-executed launch can generate buzz, attract investors, and drive sales—and how a poorly planned one can fall flat. In this article, Clara shares practical tips to help startups navigate the high-stakes moment of their debut, ensuring they make a strong and lasting first impression.
One of the biggest mysteries in PR is its impact. Unlike sales or ads, where you can directly track results, PR can feel intangible. You may never know if a headline got you that key investor or if it was something else, like outreach from your sales team. However, the exception to this rule is your company’s official media launch. This is a rare moment where you can measure PR’s before and after effects.
Take my experience at iZettle (now Zettle), for instance. When we launched in Mexico, we sold 3,000 devices in the first week, all driven by PR. In Brazil, the launch led to an incredible 12,000 device sales in the same period. After that, PR’s impact became much harder to measure, but those initial figures were all thanks to media attention.
So, how can you ensure your first-ever media announcement makes the right splash? Your company’s introduction to the media is crucial, especially if you’re new to the process. Here’s how to prepare for that all-important moment.
1. Are You Actually Ready for Media Attention?
Before contacting journalists, ask yourself: Are you ready for media scrutiny? Have you undergone media training or at least prepared clear talking points? You’ll need two sets of messaging: “circumstantial” points specific to your announcement and “evergreen” points that cover your broader company vision, mission, and the problem you’re solving.
2. Is Your Story Newsworthy?
When approaching a reporter for the first time, especially as an early-stage company with little to no media presence, you must grab their attention with real news. And remember, news means something that wasn’t true yesterday but is today. For example, “Company X from London expands into Spain” is newsworthy. Redesigning your logo, however, is not. It’s crucial to only pitch reporters with stories that matter.
3. Is Your Press Release Strong?
A press release is not just a promotional tool or an opportunity to showcase your company’s talking points. It’s a factual, straightforward piece that announces the news. A well-written press release is essential; it takes skill to craft one. If unsure, consider hiring a content writer or PR expert to help you deliver a polished, compelling announcement.
If you can confidently answer “yes” to these questions, you’re ready to take your first step into the media spotlight. Best of luck with your launch!
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