Three things not to do when preparing your funding announcement

Securing funding is a pivotal milestone for any startup. It’s a moment to not only celebrate but also to strategically showcase your growth story to the world. But while a well-executed funding announcement can catapult your brand into the spotlight, a poorly handled one can result in missed opportunities—or worse, damage your credibility.

Having supported numerous startups in crafting impactful funding announcements, I’ve seen firsthand how some common missteps can derail even the most exciting news. To help you avoid these pitfalls, here are three key things not to do when preparing your funding release.

1. Don’t Start the Job Yourself and Change Your Mind Halfway Through

One of the most frequent issues I encounter is when startups attempt to manage their funding announcements independently, only to realize midway that they need professional help. Perhaps they didn’t get the response they were hoping for from reporters, or they promised an exclusive to a single journalist without a clear plan for broader outreach.

In these situations, PR agencies often have to step in at the last minute to salvage the announcement, and the results are rarely as strong as they could have been with a structured approach. Properly engaging with reporters requires a well-thought-out plan:

• An embargoed announcement to give journalists time to prepare their stories.
• A fully drafted press release highlighting key details.
• A comprehensive media kit with visuals and quotes.

Rushing to “patch things up” rarely leads to the desired level of media coverage. To maximize your funding news, work with experts from the beginning to ensure a cohesive and professional narrative.

2. Don’t Announce Funding If You’re Not Prepared to Reveal the Amount

Announcing funding without disclosing the amount can be a significant misstep, especially for early-stage startups. When your brand and product are still building recognition, the specifics of your funding round—such as the amount raised, participating VCs, and notable angel investors—are often the main hook for reporters.

A “semi” funding announcement without these details tends to be met with skepticism or outright rejection by journalists who want the full story. Remember, on any given day, your announcement is competing with others that do disclose the numbers and name-drop high-profile investors.

Instead of stretching your resources on a partial story, save your announcement for when you can provide a complete and compelling narrative. The media prefers transparency, and being upfront with the facts can significantly increase your chances of securing quality coverage.

3. Don’t Pre-Announce on LinkedIn or Social Media

It might be tempting to share your big news on LinkedIn or other social channels as soon as the deal is signed, but this is a classic mistake. Once your funding news is out in the public domain, it’s no longer newsworthy to most reporters.

As obvious as it may seem, many startups make this error, thinking it will generate buzz. Instead, it undermines your chances of securing meaningful media coverage. In such cases, PR agencies often have to scramble to find a new angle to “re-launch” the story. While it’s possible to regain some traction, the results rarely match the impact of a properly planned, exclusive announcement.

To avoid this, resist the urge to share your funding news publicly until the media campaign is fully executed. Coordinate your timing and messaging with a PR professional to ensure that your story reaches the right outlets at the right time.

Plan for Success

A funding announcement is a unique opportunity to amplify your brand, attract talent, and build credibility with investors, customers, and the media. But to achieve these goals, it’s critical to approach the process with careful planning and professional expertise.

By avoiding these common missteps—starting the process without a clear plan, withholding critical details, or prematurely announcing your news—you’ll set your startup up for maximum impact. With the right strategy in place, your funding announcement can become a powerful tool in your journey to success.

As they say, you only get one chance to make a first impression—make it count!

Author

Clara Armand-Delille is a French-American PR expert and founder of ThirdEyeMedia, a global agency supporting startups, scaleups, and VCs in scaling their brands across Europe, the US, and Latin America. 

With over 15 years of experience in tech and digital communications, Clara has worked with clients like Sorare, Netflix, Atomico, and Wise. A graduate of Brown University and Sciences Po Paris, she previously held senior communications roles at Google, Accel, and iZettle.