The Startup Press Release Playbook for Indian Founders

Most early-stage founders either wait too long to start issuing press releases — or issue them for announcements that aren't ready for media attention. Building a media presence is a long game. Here's how to play it systematically from day one.

What warrants a press release at each stage

Pre-seed / bootstrapped

• Founding story with a genuinely novel angle (first in India, underserved market, unique founder background)
• Product launch or public beta with early traction numbers
• Notable advisor or angel investor joining the cap table

Seed stage

• Funding round announcement (always worth a release if a recognisable fund is involved)
• First 100 or 1,000 paying customers
• Key enterprise client wins (with permission to name them)
• Industry awards or accelerator selections

Series A and beyond

• All funding rounds
• C-suite hires
• Geographic expansion
• Product pivots or major feature releases
• Revenue milestones (if you're willing to disclose)
• Acquisitions

Building your media presence before the big announcements

Journalists are more receptive to a company they've heard of before. Publish a press release for smaller milestones — not because every outlet will pick it up, but because your newsroom becomes a reference point. When you issue a Series A announcement, journalists can look at your history and see a company with a track record, not a cold pitch.

The founder quote problem

Founder quotes in press releases are almost universally generic: "We are thrilled to announce..." These quotes are never used by journalists. Write the quote as if you were explaining the significance of the announcement to a smart friend who doesn't know your company. Say something specific about the market, the problem, or the customer.

When not to issue a press release

• Your team crossed 10 employees (not news on its own)
• You launched a new website
• You changed your branding (unless you're a well-known brand with an interesting story behind the change)
• You're announcing a pivot before you have traction in the new direction

One press release is not a PR strategy

Media coverage compounds over time. Companies that issue press releases consistently — even for modest milestones — are far more visible than companies that save everything for a big announcement. Aim for four to six press releases per year minimum once you have regular news to share.