How to announce a funding round:
Not every funding announcement is the same, but standard components include:
The news + the facts:
Who raised? How much? Who are the investors? Which investor led the round? What stage is the company?
Mention any investors that invested in earlier rounds. It signals an ongoing relationship and continued confidence.
Call out any investors who are joining the board.
Background on the company:
What does the company do? Who is the founding team? How will the money be used (new hires, development, etc.)?
Validation from the investors:
A quote from the investor(s) is an expert endorsement. Typically, the investor speaks to the reason for investment. This may include the executive team’s capabilities, why the company is exciting, or momentum in the market. In rounds with multiple investors, the lead investor is given priority and is often the only investor quoted.
Quote from the founder or CEO
New funding announcements benefit from a dedicated audience of interested journalists, so exploit the opportunity to tell your story. This is your chance to explain who you are, what you do and why, underscore momentum and call out recent achievements.
PR Strategy in the long term:
We encourage our portfolio companies to look at the funding announcement press release as part of a broader PR strategy, not a stand alone exercise.
Presence in different types of press is not only beneficial to develop commercial traction but has a positive impact on the overall brand value and recognition as well as employer branding and investor relations.
A PR agency can help, in this process, depending on the stages or needs of a company.
The deck below is a good example of what the Helsinki- based agency, San Francisco, provides to its clients.