Global Media Outreach KitDear Startups,

Congratulations on being part of KISED-sponsored acceleration programs. While most of you have completed the acceleration programs, we want to make sure you have the resources and the tools you need to succeed with global media outreach when the time comes.

In this package you will find a basic press release template, along with five sample press releases to match different times in your company’s growth:

● Initial Product Launch● Major Product Update● Funding Announcement● Major Hiring Announcement● Overseas Expansion

We have included brief instructions for each release, that also tell you when to use it, and when not to use it. Each paragraph is annotated to explain why we included it. You can base your releases on these samples, substituting your own information, and keeping the flow and wording similar to what’s provided.

After the press release templates, there are sample emails that you can use when sending your release to reporters. We have made sure that these sound professional, but are easy to update.

We’re also providing you with a media list with journalists we have selected especially for their reach and their interest in Korean startups. You may use this in accordance with the Terms and Conditions included in the spreadsheet.

We wish the best of luck to all of you and hope that you will keep in touch and keep us informed of your future success.

G3 Partners & Accelerate Korea

BASIC PRESS RELEASE FORMATThis is the basic format to use for any press release. Follow this to make sure that your press release looks professional and includes all the right information to entice reporters.

PRESS RELEASE

FOR IMMEDIATE RELEASE or EMBARGO UNTIL [DATE]

HEADLINE IN ALL CAPS USING ACTION WORDSSub Head Capitalizes First Letters of Important Words and Provides More Detail

CITY, COUNTRY – Month, DD, YYYY – The first paragraph, called the lead or lede, gives the absolute most essential information, covering at least three of the “Five Ws + H”: Who, What, Why, When, Where and How. It shouldn’t be very long and the purpose is to really hook the reporter so that she will read more and want to write.

The rest of your release should follow what is called the Inverted Pyramid Style. You start with the absolute most important information – the actual news – and then explain details and background, moving down toward less important information. Imagine a pyramid flipped upside down.

Make sure that your release explains the greater context or impact of your news. Answer the questions: Why is this important for my company? Why is this important beyond my company?

“Your release should also include a quote from someone in the company, who can speak directly about the news,” said Erik Cornelius, who has been writing press releases for over a decade. “Generally, the quote should come from your CEO, but if the news is about opening a new community for customers, for instance, it may be better for an area expert like the Head of Community Management to comment. Quotes should reinforce the overall story and provide a unique viewpoint.”

Wrap up your release with further information on how to follow up, or what comes next. For instance, if you are announcing an event, let people know how to register. If you are launching a product, let people know how to order.

ABOUT COMPANY XThis is where your boilerplate goes. It is a short description of who your company is and what it does. This should be no more than six or seven lines long. It should cover your primary business areas, where you operate, who your customers are, and, perhaps, important people inside of the company. Make sure to include a link to the company website, so that reporters can find out even more about you. The boilerplate is also in smaller print than the rest of the release.

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Press ContactsHong Gil-dong

Director of Global CommunicationsCompany Xemail@company.x+82-11-2358-1321

INITIAL PRODUCT LAUNCHUse this template to announce your product launch. This can be for your first product or for a product released later on. The distinction is that this release format is for new products or services.

PRESS RELEASE

FOR IMMEDIATE RELEASE

CHANGING HOW WE DRINK COFFEE FOREVERReimagining how Coffee Makes its way from Hot Pot to Sleepy Masses

CITY, COUNTRY – Month, DD, YYYY – Cups, Inc. will officially roll out a revolutionary new beverage container that coffee drinkers everywhere will love. The Mug is made out of a lightweight and beautiful insulating material called porcelain. A handle protrudes from the Mug to make it comfortable to hold, even when beverages are especially hot. The Mug will hit shelves at major retailers next Monday. ← Introduce the product and immediately demonstrate why it is so important to the world.

Since the beginning of coffee drinking, people have not had an effective and comfortable way to transfer the beverage from the pot into their mouths. Directly pouring it into the mouth has been known to cause severe burns. Coffee poured into an ordinary glass loses its heat too quickly and is difficult to handle. ← Set the context and identify the problem.

“I’ve always been passionate about my coffee, but drinking it was just too difficult,” said Jeff Starbuck, founder and CEO of Cups, Inc. “I came up with the idea for the Mug, while recovering in the hospital from a coffee-related injury. Hospitals have all kinds of specialized equipment. Why shouldn’t coffee drinkers also have specialized vessels for their favorite beverage?” ← Quote identifies the personal connection with the company and how the product came about.

According to the Wall Street Journal, global demand for coffee beans stands at more than 8 billion kg each year. Coffee consumption is expected to grow by an additional 25 percent by 2020, based on increased popularity in countries like China. ← Third-party verification of market size.

With such existing popularity and likely growth, the market for the Mug is enormous. The company expects sales of at least 3 billion units in its first year of sales. ← What’s next / Expectations.

The Mug will be available in major North American retailers and prices will range from $2.50 to $4.50. Initial sizes will range from eight to 16 ounces and a smaller espresso-sized Mug will be available in early 2016, starting in Europe. ← How to get involved.

ABOUT COMPANY XThis is where your boilerplate goes. It is a short description of who your company is and what it does. This should be no more than six or seven lines long. It should cover your primary business areas, where you operate, who your customers are, and, perhaps, important people inside of the company. Make sure to include a link to the company website, so that reporters can find out even more about you. The boilerplate is also in smaller print than the rest of the release.

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Press ContactsHong Gil-dongDirector of Global CommunicationsCompany Xemail@company.x+82-11-2358-1321

MAJOR PRODUCT UPDATEUse this template when you are making a major update to a product. This isn’t to announce that you’re moving from version 1.01 to 1.02. This is for major updates that have significant improvements. (Why not write about minor updates? You’ll saturate the media with small, unimportant news and they will start to ignore your emails. Only reach out when you have news that is real!)

PRESS RELEASE

FOR IMMEDIATE RELEASE or EMBARGO UNTIL [DATE]

CUPS INC ADDS A DASH OF COLOR TO YOUR MORNING COFFEEBest Selling Mug Now Available in 20 Colors and with Custom Logos

CITY, COUNTRY – Month, DD, YYYY – Cups, Inc., which last year introduced the revolutionary Mug, which changed how coffee drinkers everywhere consume their favorite beverage, is now spicing up its product line with an array of new color choices. ← Specifically say what is new.

Originally available in shimmering white and earthy brown, coffee lovers will now be able to pick up the mug in 17 new color choices to match their decor, their outfits or even their mood on a given day. These colors include ravishing red, OMG orange, garden green and proud purple. ← More details on what’s different now.

“Our customers loved the original Mug, but many wrote to us asking for additional options, and promising to buy more,” said Jeff Starbuck, founder and CEO of Cups, Inc. “We flew several customers to our headquarters to help us pick just the right shades. We expect this to double our second year sales.” ← This quote speaks about why and how the new change happened.

This move also positions Cups, Inc. for a move into the lucrative B2B market. Many companies and restaurants want drinking vessels that match their corporate colors. In Seoul, Korea, which has proven to be the biggest market for the Mug, there are more than 5,000 beverage dispensaries specialising in coffee. ← What does this mean for your business?

Cups, Inc. beat forecasts for first year sales by 50%, selling 4.5 billion mugs globally. The company has set its second year forecast far higher, at 10 billion mugs. As the company expands, it is also looking into new areas, such as variations on the Mug for drinks that should be kept cold, rather than warm, such as beer. ← What is next for your company?

The new color range of Mugs will be available at major retailers around the world, as well as on the company’s newly opened website at www.perfectcoffeemug.com. ← How to get involved.

ABOUT COMPANY X

This is where your boilerplate goes. It is a short description of who your company is and what it does. This should be no more than six or seven lines long. It should cover your primary business areas, where you operate, who your customers are, and, perhaps, important people inside of the company. Make sure to include a link to the company website, so that reporters can find out even more about you. The boilerplate is also in smaller print than the rest of the release.

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Press ContactsHong Gil-dongDirector of Global CommunicationsCompany Xemail@company.x+82-11-2358-1321

FUNDING ANNOUNCEMENTWhen the exciting day comes that you get seed funding or close a Series A round, use this template to let the world know. Tech media love funding stories, because they’re so clearly a sign of success and outside validation for your company, team and ideas. Make sure to get approval from third parties (i.e. your backers) before mentioning them in a release.

PRESS RELEASE

FOR IMMEDIATE RELEASE or EMBARGO UNTIL [DATE]

CUPS INC CLOSES $500 MILLION SERIES A ROUNDFocus is Now on Further Innovation in the Beverage Container Industry

CITY, COUNTRY – Month, DD, YYYY – Cups, Inc. announced today the close of a $500 million Series A round led by Bigtime Venture Capital, bringing the company’s post-money valuation to $30 billion. ← Clearly explain the fundraising amount and the players involved.

With this funding the company will expand its research and development into new beverage containers, looking beyond coffee and other hot beverages. Long dominated by ordinary paper, plastic or glass containers, the cold beverage market is ripe for innovation by a player with the vision and experience of Cups, Inc. ← How will you use the money.

The principal investor in this round was Bigtime Venture Capital, who also helped Cups, Inc. secure matching funds from the Korean government. The government funding reinforces Cup’s role as an early success in the creative economy Korea is building. ← More on the investors involved in the round.

“We’re excited about the opportunities with Cups, Inc. because we’ve already seen the level innovation they are capable of,” said Lee Richman, CEO of Bigtime Venture Capital. “We believe strongly in the Cups team and their vision of a word where every drink has the optimal container.” ← Quote from the principal investors to explain the reason for the investment.

“We are ready to start hiring in our newly expanded R&D department, thanks to this cash infusion. Bigtime Venture Capital is an ideal partner for us moving forward. Beyond the investment they made, Bigtime also brings expertise and mentorship for our senior leadership team,” said Jeff Starbuck, founder and CEO of Cups, Inc. ← Quote from CEO to explain why the investor is a good fit and what the company will do now.

Cups, Inc. is known globally for being the company that created the Mug, which revolutionized the way that people drink coffee and other hot beverages through its use of thin, light porcelain to insulate beverages and a protruding handle to keep hands away from hot beverages. In its first year the company exceeded expectations by selling 4.5 billion Mugs. It is on track to reach 10 billion unit sales this year. ← Recap of the company’s success.

ABOUT COMPANY XThis is where your boilerplate goes. It is a short description of who your company is and what it does. This should be no more than six or seven lines long. It should cover your primary business areas, where you operate, who your customers are, and, perhaps, important people inside of the company. Make sure to include a link to the company website, so that reporters can find out even more about you. The boilerplate is also in smaller print than the rest of the release.

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Press ContactsHong Gil-dongDirector of Global CommunicationsCompany Xemail@company.x+82-11-2358-1321

MAJOR HIRING ANNOUNCEMENTHiring a high-profile individual from another company or industry can be big news for your company. It shows that people are willing to take a risk on your company because they believe in what you are doing and want to succeed alongside you. This should only be used when you hire executives away from other companies. If your new VP of Product is straight out of university, do not put out a release. If your new VP of Product was a senior product manager at Samsung, you have an excellent opportunity for publicity.

PRESS RELEASE

FOR IMMEDIATE RELEASE or EMBARGO UNTIL [DATE]

CHERYL SANDWICH JOINS CUPS INC AS COOBrings Decades of Operations Experience to Fast-growing Startup

CITY, COUNTRY – Month, DD, YYYY – Cheryl Sandwich will officially join Cups, Inc. as its chief operating officer on November 1, bringing with her more than 25 years of experience in operations for consumers goods companies. ← Basics of who the person is and why she is entering the company.

Sandwich, who will report directly to company CEO Jeff Starbuck, will oversee all aspects of the company’s non-financial operations, including human resources, manufacturing and sales. This will free up Starbuck to focus more on research and development. In her first 120 days, Sandwich will work to streamline manufacturing in order to raise the output capacity of current factories. ← Why is this good for the company and what is the reporting structure?

Having left her job at Plates, Inc. last year to seek new new opportunities, Sandwich decided she could be of most help at a fast-growing company like Cups, Inc. ← Where was this person working before?

“I have always wanted to work at a startup and find entirely new opportunities,” said Sandwich. “Jeff and I have had an excellent relationship since we met two years ago at the Food Industry Fair. I’m looking forward to getting started with the company and taking on this challenge.” ← Quote explains motivations and establishes history.

ABOUT COMPANY XThis is where your boilerplate goes. It is a short description of who your company is and what it does. This should be no more than six or seven lines long. It should cover your primary business areas, where you operate, who your customers are, and, perhaps, important people inside of the company. Make sure to include a link to the company website, so that reporters can find out even more about you. The boilerplate is also in smaller print than the rest of the release.

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Press ContactsHong Gil-dongDirector of Global Communications

Company Xemail@company.x+82-11-2358-1321

OVERSEAS EXPANSIONWhen a company moves beyond its home market, there are opportunities for news in Korea, in the new target country and in the region. Make sure to target your media outreach based on this. The stronger the move into a new country, the more newsworthy it is. For instance, translating your website into Chinese is not news. Opening an office in Shanghai and hiring a team away from Baidu is huge news.

PRESS RELEASE

FOR IMMEDIATE RELEASE or EMBARGO UNTIL [DATE]

CUPS INC OPENS R&D OFFICE IN CHINAWill Create Products Especially for the World’s Largest Consumer Market

CITY, COUNTRY – Month, DD, YYYY – Cups, Inc., the Korea-based company that made life better for coffee drinkers everywhere with its invention of the Mug, will open a new R&D office in Shanghai, to focus on products especially for the world’s largest consumer market. ← Where is the office opening, what will the office do, and why this location?

According to the Wall Street Journal, coffee consumption globally is expected to grow by 25 percent within the next five years, with most of that growth centered on China and surrounding countries. ← Further explanation of the rationale and potential business benefits.

“We are strategically locating our new R&D office in China to make sure that we are properly taking care of the next generation of coffee drinkers,” said Jeff Starbuck, founder and CEO of Cups, Inc. “Porcelain, which the Mug is made out of, was first invented in China. It only makes sense that we return to the place where our innovative technology first emerged, to look for the next great leap forward.” ← Quote to explain further in the CEO’s own words.

Leading the company’s R&D efforts in China will be legendary engineer and craftsperson Yuan Ming-Qing, who has been named President of Chinese Operations. She is well-known in China for having served as the chief engineer at the company’s space agency for 15 years before opening her own pottery studio. ← Who will lead the local office?

The new office will be located in a fully renovated space in Shanghai’s trendy French Concession. Journalists are invited to attend an office opening party on Wednesday, October 21 from 8:00 p.m. to midnight, and should contact Mandy Ming, whose phone number and email address are listed below. ← Where will the office be and what is special about it? The last part of this paragraph, inviting reporters to a reception, should only be included in releases going to local reporters.

ABOUT COMPANY X

This is where your boilerplate goes. It is a short description of who your company is and what it does. This should be no more than six or seven lines long. It should cover your primary business areas, where you operate, who your customers are, and, perhaps, important people inside of the company. Make sure to include a link to the company website, so that reporters can find out even more about you. The boilerplate is also in smaller print than the rest of the release.

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Press ContactsHong Gil-dongDirector of Global CommunicationsCompany Xemail@company.x+82-11-2358-1321

BASIC PRESS EMAIL FORMATThe following emails will give you an idea of what to write when you reach out to journalists with your news, in order to get the best results. The most important thing to keep in mind is that you should carefully select the journalists you reach out to, based on what they’ve written about in the past and what their specific interests are. If you have a company that makes B2B software, don’t write to reporters who write about wearables and smartphones.

FORMAT

Dear [NAME],

I’m writing to you to let you know [condense most important information here].

I thought this would be interesting to you and your readers because… [here you should talk about the reporter’s coverage of a specific topic, or even an article they wrote].

Please let me know what questions you have. I’d be happy to set up an interview with [appropriate person].

You can contact me anytime on [phone number] or [email].

If I don’t hear from you I’ll get in touch in a couple of days to check in.

Best regards[Your Name][Your Title]

EXAMPLE 1

Dear Jonathan,

I’m writing to you to let you know that we are greatly expanding our product line with a range of new colors. This is more than just a cosmetic change. It truly sets us up to enter the B2B market.

I thought this would be interesting to you and your readers because you’ve written about us in the past and expressed skepticism that we could grow sustainably beyond our first year. I think that this demonstrates that we can.

Please let me know what questions you have. I’d be happy to set up an interview with our CEO.

You can contact me anytime on 915-555-3434 or angelina@cups.inc.

If I don’t hear from you I’ll get in touch in a couple of days to check in.

Best regardsAngelina Coffee Director of Communication

EXAMPLE 2

Dear Jonathan,

I’m writing to you to let you know that Cups, Inc. will open a new R&D office in Shanghai, to focus on products especially for the world’s largest consumer market.

You’ve written extensively about successful global companies as they transition into the Chinese market, and I thought that our story would be especially interesting to you.

Please let me know what questions you have. I’d be happy to set up an exclusive interview with our CEO and our new President of Chinese Operations, Yuan Ming-Qing.

You can contact me anytime on 915-555-3434 or angelina@cups.inc.

If I don’t hear from you I’ll get in touch in a couple of days to check in.

Best regardsAngelina Coffee Director of Communication