The headline is the primary catch point for investors. Have a compelling headline, which prompts the target investor to read through. Investors need to know where they are putting their money, and as such capitalize on that. Ensure your headline catches the attention of the prospective investor, eg through perks

A headline should always follow a formula: Company X raised Y money to solve Z problem in the market. This is the kind of wording that shows: a) the company's performance is important to investors and they are investing in it, which means positive news for other investors and helps create the FOMO effect; b) the size of investment to determine the range of potential deals and investors; c) the volume and perspective of the market the startup is targeting, which illustrates the potential return on investment for investors. Use the subhead to gather essential information on key figures, achieved results, and additional investors, addressing the limitations of the headline's word count while emphasizing crucial details in your press release.

Be very careful to ensure that your headline does not contain any misleading information. Otherwise, there is a danger of losing the trust of your investors, media, audience, and customers. Instead, try to summarise the key idea of your publication in 4-6 words and make it your headline.

A press release is more than just facts and figures. It’s a chance to connect with investors emotionally. Use storytelling to outline the problems you solve, the solutions you offer, and their impact.

I believe that there should be no more than 2 quotes in a press release (the Founder's or CTO's, depending on the type of news and product, and, if necessary, the lead investor's quote). The hardest thing for the PR person is to convince the team not to create a "quote graveyard". Also, it’s important that the quote does not repeat the text of the press release, and gives out new information - then it will be more willingly taken by journalists and possibly used in other materials besides your news. I also believe that the quote should contain figures, such as market volume or the amount of money the company helps to save - outlining those outcomes highlight your expertise to the journalist more than generic company descriptions.

You can use different approaches for potential and existing investors. For both it is important to see your brand in the news - it increases brand recognition, ensures regular delivery of updates, and makes your company more attractive to invest in. However, existing investors are looking for more details than what a press release format can offer, and most of this information will likely be confidential, so for them, a dedicated newsletter can work better (check my comment for step 7 of this article to learn more about it). For the potential investors who look at your company "from the outside", ensure providing the most important pieces of information and, in addition to publishing your PR in media, send the publication directly.

All of the above steps are perfectly applicable not only to a press release format but also to a newsletter which can be a more useful format that they are used to, and it can be sent to them instead of a press release. For your existing investors, ensure you issue a quarterly update with the key numbers, forecasts, news, and other achievements, as well as an annual overview newsletter. It can be sent in a presentation or an online newsletter (HTML) format, but the most important is to send it timely and include relevant information that investors are looking for. When sending such a newsletter, do not forget to ask for feedback to ensure including the missing parts in the next issue of your document.