Securing investment is a massive milestone for startups and scaleups, and it’s a moment worth amplifying.
With the explosion in UK tech investment over the past decade – an increase of nearly 20x in VC funding since 2011 – a well-executed funding announcement can build brand credibility, attract talent, spark investor interest, and drive new business.
But with competition for media at an all-time high, how do you ensure your announcement stands out?
Define your strategic goal
The biggest trap that startups and scaleups fall into when launching a funding announcement is not thinking about what they want the announcement to achieve. Sure, you want to get the great news out into the market with that coveted founder’s headshot on TechCrunch. But if that’s where your ambitions end, then you’re missing a trick!
Take advantage of this announcement to maximise awareness for your current business priorities. Whether you’re hiring, launching a new product or entering a new market, make sure your message reflects what you want the market to know about your business right now.
Craft a compelling story
A funding announcement is hard news, so you need to make sure that your press release includes all the information journalists will want and need for their story:
- Who are you and what do you do
- How much was raised and from whom
- What the investment will fund
- Why the round is significant in your market.
Add a strong news hook or market context to increase relevance and market appeal.
Localise for greater relevance
UK publications are inherently more interested in investment in British companies or that has been made by British investors. That’s not to say if you’re a US scaleup that the media won’t care (although it will certainly help if your existing comms programme has established UK media relationships ahead of time). But adding a local spin to the story will give the news greater relevance. Local performance figures, hiring targets, or initiatives that the investment will go towards will all help global brands cut through in the UK press.
Add third-party validation
Don’t make the media and their readers take your word for how great your business is and why it deserves this investment. Add third-party validation to your announcement with quotes from your investors or customers.
Plan your timing carefully
Once the news is out, you’re not going to be able to get it back. So, make sure that you have all your ducks in a row before you go out to the media. Have you got the necessary approvals from your investors or quoted customers? Are your founders available that week to speak with the media?
Consider the best day and time to launch. Could you pitch the Sunday writers for a Monday launch? Is your embargo time too late for the morning broadcast slots or the Sifted newsletter? A well-timed release can make the difference between standout coverage and being overlooked.
Maximise distribution channels
Great communications never rely on one channel – so create multiple touchpoints where you can engage your target audiences with the news. Social media, blog content, and client emails should all (but not exclusively) make up any launch plan.
You should also equip your team with everything they need to spread the word. Make sure that they understand what the investment means for the organisation and get them fired up for this next stage of growth. Then harness that excitement with dedicated social toolkits for employees so that they can promote the great news across their own networks.
Keep up the momentum
A funding announcement is just the beginning. Use the awareness you have created to fuel a long-term communication programme that supports your business priorities, whether that’s attracting talent, driving sales, or establishing category ownership.
Planning a funding round and want to make it count?
Get in touch with us at [email protected] to find out how we can help.
Frequently Asked Questions
What is a funding round announcement?
A funding round announcement is a public communication confirming that a company has secured investment. It typically includes the amount raised, investors involved and how the funding will support growth.
Why is planning important for a funding announcement?
Planning is important because funding announcements are high‑visibility moments. Clear goals, strong messaging and timing help ensure the announcement supports broader business priorities rather than being a missed opportunity.
How can startups maximise the impact of a funding announcement?
Startups can maximise impact by aligning the announcement with current priorities, adding third‑party validation, timing the release carefully and distributing the news across multiple channels.
