The humble press release remains one of the most valuable tools in your communications arsenal, even in a world where social media and video-based content reigns supreme.

But there is just one problem. Most press releases in the fintech industry miss the mark. Whether they’re overly stuffed with jargon and corporate-speak, formatted poorly, or are just simply not engaging, many journalists hit delete before even reaching the second paragraph.

Creating a press release that captures attention requires strategy, clear messaging, and a touch of creativity. Here’s how to make yours stand out.

Part 1: Writing a press release that gets attention

Know your audience

Before writing a word, think about who’s receiving your dedicated finance press release. Most journalists at leading publications are bombarded with releases, so they can be picky with the ones they will spend their time covering. They generally look for:

– News that’s actually newsworthy
– Content that their readers will find valuable
– Stories with genuine impact in the financial world

Your job is to convince busy journalists that your news deserves their limited attention and space.

Craft a headline that grabs attention

Like any other blog post or article, you should think of your headline as the trailer for your press release. If it doesn’t hook readers immediately, there’s a good chance the rest of your content may never see the light of day.

A good headline communicates your news clearly while engaging the reader. Just writing generic announcements about partnerships or new initiatives typically underperform compared to headlines that highlight specific benefits, numbers, or outcomes. For maximum impact:

– Keep it under 80 characters (social media friendly)
– Lead with your most compelling news element
– Use active, vibrant verbs
– Skip the buzzwords

The strongest headlines in fintech highlight tangible achievements, quantifiable results, or clear value propositions that resonate with your target audience.

The first paragraph: Where you win or lose readers

Like the headline, your first paragraph is your chance to grab a journalist’s attention and give them a reason to continue reading. Because of this, your opening paragraph needs to deliver all the essential information efficiently:

– Who is making the announcement?
– What exactly is being announced?
– Why does it matter?
– When is it happening?
– Where is it relevant?

A good way to think of it is like an elevator pitch. You have about 10 seconds to convince someone your news matters before the doors open and they walk away.

The body: Where details matter

At this stage, anybody who has made it this far is interested in what you say. Now you need to expand on your announcement and give them the valuable details they want. Given that this is a press release, conciseness is key here.

Structure it like an inverted pyramid, with the most important information at the top. If possible, try to include:

– One or two authentic quotes from leadership
– Specific numbers that demonstrate impact
– Context explaining why this news matters to the industry

Keep in mind that journalists often extract sections directly from your release, so make each paragraph strong enough to stand on its own.

The boilerplate: Your company’s professional biography

The boilerplate is an often-overlooked section of your press release, but it serves an essential purpose. It gives journalists context about your company without requiring additional research. A strong boilerplate:

– Explains what your company actually does in clear, accessible language
– Includes founding date and key milestones
– Mentions funding if noteworthy
– Provides website and social media information
– Stays under 100 words

Part 2: Distribution – getting your press release in front of the right audience

Choosing the right distribution channels

Now that you’ve got a killer press release, you must distribute it as best as possible. This is where many companies fall short. You could post a financial press release on your website and hope it gets picked up organically. But unless you’re already a major player in the space, this is rarely enough to generate meaningful visibility.

This is why many fintech companies turn to a finance PR distribution platform to get their news to the right audience. When selecting a service, ask:

– Does it target financial publications?
– How current are its media contacts?
– Does it provide analytics on who views your release?

The right fintech press release platform will distribute your news to relevant industry outlets rather than blasting it to every publication in their database. The goal is to get your message in front of the journalists and readers who are likely to be interested in what you have to say, and those who understand the value you are trying to bring.

Strategic: When to release your news

Timing is just as important as the content itself. To maximise your visibility:

– Release early in the week
– Distribute before market open if the news is market-sensitive
– Avoid major financial conferences when media attention is divided
– Be cautious with Friday afternoon releases unless you’re deliberately minimising attention

Make sure you’re also keeping an eye on the wider financial calendar. Releasing during earnings season means that you’ll be competing with major corporate announcements for media attention, and that’s a recipe for disappointment.

Measuring success: Beyond the basics

Finally, if you send press releases regularly, you need to monitor and measure your results. How many times did your dedicated finance press release get picked up? How much traffic came through to your site shortly after release? Did you notice an uptick in social media engagement?

Refine your approach for future announcements so you can continually improve. If specific messages or angles brought more traction, incorporate learnings into your next press release.

Final word

Despite all the advances in technology and business communication methods, the press release remains one of the best ways to get your fintech news out there. Social media and content marketing have their place, but nothing quite matches a solid press release when you want to build credibility and reach people who actually care about what you’re doing.

Be sure to focus on sharing something genuinely interesting, express it clearly, distribute it well, and time it. Do that, and your press release can actually grab the attention of the journalists and readers who matter most to your business.

(Image source: Unsplash)