A Guide to Press Releases, and Getting Them Noticed, for Entrepreneurs

Understanding the “Why” Behind a Space Company Press Release

In the rapidly expanding space economy, a press release is far more than a simple announcement. It’s a strategic tool. For companies operating in this high-stakes, capital-intensive field, communication isn’t just an accessory; it’s a core business function. A well-executed press release strategy can build a company’s reputation, instill confidence in investors, and capture the public’s imagination. A poorly handled one can sow confusion, damage credibility, or, worst of all, be completely ignored.

The space industry is unique. It deals with complex orbital mechanics, multi-year development cycles, and binary outcomes – a launch either succeeds or it fails. The audience is equally diverse, ranging from highly technical aerospace engineering publications to mainstream news outlets just looking for a “wow” story. Disseminating a press release effectively means navigating all of this. It’s about translating rocket science into accessible, compelling narratives and ensuring those narratives reach the right people at the right time.

Defining a Newsworthy Event

Before any writing or dissemination begins, the company must determine if the information is truly “newsworthy.” This is a filter that prevents market fatigue and ensures that when the company does issue a release, journalists and the public pay attention. In the space sector, newsworthy events generally fall into several categories:

• Milestones: Successful rocket launches, satellite deployments, engine test fires, or the achievement of a major technical goal (e.g., “first light” from an imaging satellite).
• Contracts and Partnerships: Securing a launch contract with a commercial client, winning a significant government award from an agency like NASA or the U.S. Space Force, or announcing a major partnership with another aerospace firm.
• Financial News: The closing of a venture capital funding round, major corporate acquisitions, or, for public companies, significant earnings reports.
• Company Growth: Announcing a new factory, a major expansion, or the appointment of a high-profile executive (like a former astronaut or senior agency official).
• Scientific Discoveries: For companies involved in space exploration or Earth observation, publishing new data or findings.

A press release is not a marketing brochure. An announcement about a minor software update or a new company website is not news; that’s content for a blog or social media. Confusing the two dilutes the brand’s authority and can lead to journalists ignoring future, more important announcements.

The Core Objectives of Dissemination

Every press release should have a clear purpose. Dissemination isn’t just about “getting the word out.” It’s about achieving specific business goals.

Building Credibility: The space industry is built on trust. Customers are strapping multi-million dollar satellites onto rockets; investors are providing hundreds of millions of dollars for projects that won’t see a return for years. A steady drumbeat of press releases showing consistent progress – a successful engine test, a new contract, a mission milestone – builds a public record of execution. It demonstrates that the company is a serious, reliable player, not just a collection of ambitious drawings.

Attracting Investors: Private space companies, from launch vehicle startups to satellite constellationoperators, are almost all dependent on outside capital. A press release about a major technical success or a new government contract is a powerful signal to the financial community. It de-risks the investment, proves market traction, and validates the company’s technology. For a public company like Rocket Lab, regular, transparent communication is essential for maintaining shareholder confidence.

Securing Customers: The space industry is largely a business-to-business (B2B) and business-to-government (B2G) market. A company building a new satellite needs a launch provider. A government agency needs remote sensing data. Press releases act as high-visibility proof points. A satellite operator will feel more confident booking a flight with a company that has a public record of successful launches.

Public Engagement and Brand Building: Companies like SpaceX have shown that public enthusiasm can be a powerful asset. While most space companies don’t have the same consumer-facing brand, they all benefit from public support. This engagement inspires future engineers, builds a base of brand evangelists, and can even create a more favorable regulatory environment.

Talent Acquisition: The aerospace industry faces a stiff-fought battle for talent, competing with a wide rangeof other high-tech industries. A company that is visibly succeeding, working on exciting projects, and communicating its vision is a company where top engineers, scientists, and managers want to work. A press release is as much a recruiting tool as it is a media-facing one.

Preparing the Payload: Crafting the Press Release

Effective dissemination is impossible if the press release itself is flawed. The “payload” must be prepared perfectly before it’s “launched.” This means a structure that is recognizable to journalists, language that is understandable to a layperson, and assets that help tell the story.

The Anatomy of an Effective Release

Press releases follow a rigid, standardized format. This isn’t for a lack of creativity; it’s for efficiency. A journalist needs to scan a document in seconds and find the key information.

• FOR IMMEDIATE RELEASE: This appears at the top, telling the journalist the information is public now. The alternative is “UNDER EMBARGO UNTIL…”
• Headline: This is the single most important part. It must be active, clear, and summarize the entire news. “XYZ Space Completes Successful $50M Series B Funding Round” is good. “XYZ Space Has a New Future” is bad.
• Dateline: CITY, State – (Month Day, Year) – This grounds the story in a time and place.
• Lead Paragraph (The Lede): This is the “above the fold” summary. It must contain the “Five Ws”: Who, What, Where, When, and Why. It should be one or two sentences and contain the most newsworthy facts.
• Body Paragraphs: These paragraphs provide context and supporting details. The most important information comes first, followed by progressively less essential details. This is known as the “inverted pyramid” style. It’s designed so an editor can cut the story from the bottom up without losing the core message.
• Boilerplate: This is the standard “About [Company Name]” paragraph at the end. It’s the same in every release and provides a brief, approved description of the company and its mission.
• Media Contact: This is the name, title, email, and phone number of the person the journalist should contact for more information. This person must be available and authorized to speak on the record.

Translating Technical Triumphs for a Non-Technical Audience

Space companies are run by engineers. This can be a communications liability. Engineers are trained to be precise, to use jargon, and to focus on specifications. Journalists and the public are not. They want to know the implications.

A common mistake is a press release headline like: “Astra-1 Achieves 450s Specific Impulse in Hot-Fire Test.”

A non-technical person, including most reporters, has no idea what “specific impulse” means or if 450s is good or bad. The release has failed before the second sentence.

The solution is to translate the specification into a benefit.

• Bad (Technical): “Our new AE-21 rocket engine uses a novel ferrofluid-based pintle injector…”
• Good (Accessible): “Our new AE-21 rocket engine is 30% more fuel-efficient, allowing it to carry heavier satellites into geostationary orbit at a lower cost to our customers.”

Analogies are a powerful tool. A solar sail can be described as a “sailboat for space, using sunlight for propulsion instead of wind.” A complex orbital maneuver can be explained as “changing lanes on a cosmic highway.” This isn’t “dumbing down” the content; it’s widening the audience and ensuring the message’s significance is understood.

The Importance of Multimedia Assets

A text-only press release in 2025 is a missed opportunity. The modern news environment is visual. A well-prepared press release should always be accompanied by a “media kit” or, at a minimum, direct links to high-quality assets.

• High-Resolution Photography: Photos of the rocket on the launch pad, the satellite being assembled in a cleanroom, or the leadership team. These must be professional quality.
• B-Roll Video: This is unedited, high-definition video footage provided to television news outlets. It might include clips of the engine test, the rocket launch, or animations of the satellite in orbit. This makes it easy for a broadcast producer to build a segment.
• Renders/CGI: Space is often invisible. We can’t just take a picture of a satellite constellation. High-fidelity computer-generated imagery (CGI) or “renders” are essential. They show what the spacecraft will look like, how it will operate, and help make an abstract concept concrete.
• Infographics: For complex topics, like explaining a market trend or how a new propulsion system works, a simple infographic can be more effective than 500 words of text.

These assets should be hosted in an easily accessible, non-password-protected folder or on the company’s website. They must be clearly labeled and offered with permission for media use.

The Approval Labyrinth

Before dissemination, a space company’s press release must go through a gauntlet of approvals. This process can be slow and is often the biggest bottleneck.

• Internal: The release must be fact-checked by the engineering team, reviewed by the legal department (especially for financial or partnership claims), and given final sign-off by the CEO.
• External: The situation gets more complex with partners. If the release announces a launch for a customer (Intelsat, for example), that customer must approve the release.
• Government: If the customer is a government agency like NASA or the European Space Agency (ESA), their public affairs office must also review and approve the release. This can add days or even weeks to the timeline.
• Regulatory: This is the most unique challenge. Technologies like launch vehicles and high-performance satellites are often covered by defense regulations, which are discussed later.

Identifying the Target Audience: Who Needs to See This?

A “spray and pray” approach to dissemination – blasting the release to thousands of random email addresses – is ineffective. A strategic company identifies its key audiences and tailors its outreach. A single piece of news (like a new contract) is relevant to different groups for different reasons.

The Media Landscape

The media isn’t a single entity. It’s a collection of tiers, each with different needs.

• Tier 1: Mainstream News: This includes newswires like the Associated Press (AP) and [suspicious link removed], and major national outlets like The New York Times or The Wall Street Journal. They are looking for the big picture: How does this affect the economy? Is this a major scientific breakthrough? What’s the human-interest angle? They have a non-technical audience and need the “so what” explained very clearly.
• Tier 2: Dedicated Space & Tech Press: This is often the most important audience. It includes publications like SpaceNews, Ars Technica, TechCrunch, and Via Satellite. These reporters know the industry. They understand the technology, follow the competitive landscape, and will ask probing questions. They want the details behind the headline. A positive story in SpaceNews can have a greater business impact than a brief mention on network television.
• Tier 3: Niche Industry/Trade Publications: These are publications for specific verticals. If the press release is about a satellite providing data for agriculture, it should be sent to agriculture trade magazines. If it’s about satellite finance, it should go to financial publications. This “long-tail” outreach can be very effective for B2B customer acquisition.
• Tier 4: Local Media: If the company is opening a new factory in Colorado or launching from Cape Canaveral, the local newspapers and TV stations are a key audience. This builds community goodwill and supports local hiring efforts.

The Financial Community

For any news related to funding, major contracts, or revenue, the financial community is a primary audience. This includes venture capital firms, private equity groups, and investment banking analysts who cover the aerospace and defense sector. This audience wants to see momentum. The press release is a signal of de-risking and market validation.

Government and Regulatory Stakeholders

Government is often the space industry’s biggest customer and its most powerful regulator. Press releases are read by people at agencies like the FAA (which licenses launches), the FCC (which licenses satellite spectrum), and NASA (which funds research and buys services). They are also read by congressional staffers who work on committees that set policy and budgets. A release demonstrating capability can help build political support for the industry as a whole.

The Public and “Space Fans”

This audience is the “general public,” but it includes a highly motivated and very vocal sub-group of “space fans.” These individuals are active on platforms like Twitter (X) and Reddit (e.g., the r/space subreddit). They are brand evangelists who will amplify a positive story and dissect a negative one. While they may not be direct customers, their enthusiasm builds brand momentum and creates a positive cultural narrative around the company’s mission.

The Dissemination Channels: Choosing the Right Vehicle

Once the press release is written and the audience is identified, the company must choose how to send it. Using multiple channels in parallel is standard practice.

The Newswire Service: The “Big Guns”

A newswire service, such as Business Wire or PR Newswire (both owned by Cision), is the traditional workhorse of press release dissemination.

• How it Works: The company pays the newswire to distribute the release. The newswire then pushes it directly into the editorial systems of thousands of newsrooms, including the AP, The Wall Street Journal, and Bloomberg. It also automatically posts the release on thousands of partner websites (like Yahoo! Finance), creating a massive, instantaneous footprint.
• Why Use Them: For public companies, using a newswire is essential for meeting SEC “fair disclosure” requirements. For private companies, it guarantees a baseline level of reach, creates a searchable public record, and lends an air of legitimacy to the announcement. It ensures the news is “out there” and discoverable.
• Choosing a Circuit: The company doesn’t just “send” the release; it buys a “circuit.” This could be a U.S. national circuit, a global circuit, or a specialized trade circuit (e.g., “Aerospace & Defense”).

The Curated Media List: The Personal Touch

While the newswire provides breadth, a curated media list provides depth. This is a list of specific, named journalists who have been identified as relevant to the company and its news.

• Building the List: This is a manual process. The communications team researches the top reporters at Tier 1, 2, and 3 publications. They find the specific person who covers “small satellites” or “launch startups.” This list is a valuable internal asset that needs constant maintenance, as reporters change beats and publications.
• The Pitch Email: The company doesn’t just blind-send the release to this list. It sends a short, personalized “pitch” email. This email (1) greets the journalist by name, (2) very briefly summarizes why this news is relevant to their specific beat, and (3) includes the full press release in the body of the email (so they don’t have to open an attachment).
• Effectiveness: A personal pitch to 20 highly relevant journalists will often yield more high-quality, original stories than a newswire blast to 2,000 random inboxes. It’s the start of a human relationship, which is the foundation of all good media relations.

The Company Newsroom: The “Source of Truth”

Every space company, no matter its size, must have a “News,” “Media,” or “Press” section on its official website. This is the central, permanent archive for all its announcements.

• Why it’s Essential: When a journalist hears about the company, the first place they will go is the website. If there’s no newsroom, the company looks less professional. The newsroom is the “source of truth” where the release lives permanently.
• What it Includes: This section should contain all past press releases, high-resolution logos, and a link to the “Press Kit” (which contains approved photos, leadership bios, and B-roll).
• SEO Benefit: This repository of content, rich with keywords like “launch services” and “satellite technology,” also helps the company’s Search Engine Optimization (SEO), making it easier for potential customers and investors to find them via a Google search.

Social Media Amplification

Social media is not a primary dissemination channel for a press release, but it’s a powerful amplification channel. The goal is to use social platforms to point audiences back to the full press release in the company newsroom.

• Twitter (X): This is the most-used platform by journalists, politicians, and space fans for breaking news. The company should post a compelling visual (a render or photo) with a short, punchy summary of the news and a direct link to the newsroom.
• LinkedIn: This is the key platform for the B2B, investor, and recruitment audiences. The post here can be more formal, explaining the business implications of the news.
• YouTube: If the announcement involves a launch or an engine test, the video should be hosted here.
• Instagram / Facebook: These are best for the “public engagement” and “brand building” objectives, using the most stunning visuals to tell the story.
• Reddit: This is a high-risk, high-reward channel. A company representative can post the news in a relevant subreddit, but they must be transparent about their affiliation and be prepared to answer highly technical questions from a skeptical audience.

The table below outlines the primary dissemination channels and their best-use cases.

Timing the Launch: When to Hit “Send”

In a 24/7 global news environment, the question of when to release news is complex.

The 24/7 News Cycle vs. “The Best Time”

Traditional public relations wisdom dictates a “best time” to send a release: Tuesday through Thursday, between 9:00 AM and 11:00 AM Eastern Time. The logic is to avoid the Monday morning “catch-up” pile and the Friday afternoon “check-out,” when reporters are less likely to be looking for new stories.

For the space industry, this is only sometimes relevant. A launch from Rocket Lab‘s complex in New Zealand mellow or that‘s good isn’t that the way they can do their barking like that and 50% happens in the middle of the night in America. News of a solar flare is immediate. News-of-opportunity can’t wait for Tuesday.

For non-urgent news, like a funding round or a new executive hire, adhering to the “mid-week, mid-morning” rule is still a good practice. It maximizes the chance that a reporter is at their desk and looking for a story.

The Embargo: A Tool for Better Stories

An “embargo” is a powerful tool. It involves giving the press release and all associated assets to a select group of trusted journalists before the public announcement. This is done under a formal agreement that the journalist will not publish their story until a specific date and time (e.g., “UNDER EMBARGO until Wednesday, October 22, at 9:00 AM ET”).

• Why use an embargo? It gives the journalist time. Instead of just rewriting the press release in 15 minutes to beat competitors, a reporter can spend a day or two researching the topic, interviewing the company’s CEO, and speaking to third-party experts. The result is a much higher-quality, more detailed, and more accurate story.
• When to use it? It’s best for big, complex announcements: a major scientific finding, a new satellite constellation, or a large funding round. It is not used for breaking news like a launch.
• The Risk: The risk is that a journalist “breaks” the embargo and publishes early. This is rare among professional reporters, as it destroys their relationship with the company and their own reputation for trustworthiness.

Coordinating with Events

Another common strategy is to time a press release to coincide with a major industry event, like the International Astronautical Congress or the SmallSat Symposium.

• Pros: The entire industry is a captive audience. All the key media, customers, and partners are in one place, focused on space news.
• Cons: It’s “noisy.” Every other company has the same idea. A company’s big announcement can get buried in an avalanche of 50 other press releases, all competing for the same reporters’ attention.

Special Cases: Handling Unique Space Industry Scenarios

Disseminating news in the space industry isn’t just about funding and partnerships. It involves high-profile, high-risk physical events.

Announcing a Launch

A launch is a multi-stage communications event.

1. The “Pre-Launch” Release: Days or weeks before the launch, a release is sent announcing the launch window, the customer(s), the payload(s), and the mission’s purpose. This builds anticipation and allows media to plan their coverage.
2. The “Live” Coverage: During the launch itself, the primary communication channel is the company’s live video stream and social media (especially Twitter (X)). This is where real-time updates on “stage separation,” “payload deployment,” and “scrubs” (delays) are announced.
3. The “Launch Success” Release: A draft of this press release must be written in advance. The moment the company receives confirmation that the payload has been successfully deployed, the communications team adds the final details and hits “send.” Speed is essential to capitalize on the excitement of the moment.
4. The “Scrub” Statement: If a launch is delayed, a short, factual statement is issued. This is often done via social media and a quick update to the press. Transparency is key: “Today’s launch was scrubbed out of an abundance of caution due to a sensor reading on the upper stage. We are analyzing the data and will announce a new launch attempt soon.”

Handling Anomalies and Failures

Rockets are complex, and they sometimes fail. This is the most difficult communications test a space company will ever face. A “failure” is also known as an “anomaly.” How a company communicates in the first few hours after an anomaly will define its public reputation for years. The Space Shuttle Challenger disaster and Space Shuttle Columbia disaster are foundational case studies in crisis communications.

1. The First Hour (The “Cone of Silence”): When an anomaly occurs, the live feed is often cut, and rumors fly. The company must be the first to speak. The first statement must be brief, factual, and confirm only what is known.
   • Example: “We are aware of an anomaly that occurred during today’s flight. We are gathering data at this time. We provides more information as it becomes available.”
   • This statement does not speculate. It doesn’t use the word “failure” or “explosion.” It buys the team time to understand what happened.
2. The First 24 Hours (Controlling the Narrative): The company must provide a “holding statement” within a few hours. This statement should:
   • Express regret (especially if a customer’s payload was lost).
   • Re-affirm commitment to safety.
   • Announce that an investigation is underway, often in partnership with the FAA.
   • Be the single source of truth. All inquiries should be directed to the company’s official channels.
3. The Weeks After (Transparency and Trust): Hiding the cause of a failure is impossible and destroys trust. Modern companies like SpaceX and Arianespace have a strong record of public transparency. They conduct a thorough investigation, identify the root cause (e.g., “a faulty valve,” “a software error”), and publicly announce the corrective actions they are taking. This difficult process is what ultimately builds long-term trust with customers and investors. It shows the company is learning and improving.

Announcing Government Contracts

Winning a government contract (e.g., from NASA, the DoD, or the NRO) is a powerful validator. The press release must be precise.

• It must name the specific agency and program.
• It must state the dollar value, if public.
• It must clearly explain what the company is being paid to do (e.g., “provide launch services,” “develop a lunar lander prototype”).
• Crucially, the press release must be approved by the government agency’s public affairs office before it can be released.

Post-Release: The Mission Isn’t Over

Hitting “send” on the newswire is not the end of the job. The post-release phase is where the company measures success and builds on its momentum.

Media Monitoring and Analytics

The company must track the results. This is done using media monitoring services (like Meltwater or Cision) that scan the internet for mentions of the company’s name. The team looks for:

• Pick-up: Which outlets wrote a story?
• Key Message Penetration: Did the stories include the main points from the press release?
• Sentiment: Was the coverage positive, negative, or neutral?
• Share of Voice: How does the company’s coverage compare to its competitors?

Engaging with Coverage

The communications team should read every story that is published.

• Amplify: Positive stories should be shared on the company’s social media channels.
• Correct (Gently): If a story contains a significant factual error (e.g., the wrong funding amount, an incorrect technical detail), the team should privately email the reporter with the correct information. This helps the reporter and builds a trusting relationship.
• Thank: A simple, private “thank you” email to a journalist who wrote a fair, in-depth story goes a long way.

The Follow-Up: Fielding Inquiries

The media contact listed on the release must be available by phone and email. Reporters will call with follow-up questions. This is an opportunity, not a burden. It’s a chance to provide more context, offer an executive for an interview, and build a relationship that will lead to future stories. An internal “Q&A” or “FAQ” document is often prepared before the release goes out, so the spokesperson has approved answers to likely questions.

A Note on ITAR and Regulatory Sensitivity

A unique and serious constraint for U.S. space companies is the International Traffic in Arms Regulations (ITAR).

• What it is: ITAR is a U.S. government regulatory regime that restricts the export of defense- and military-related technologies. Many space technologies – including launch vehicles, satellites, guidance systems, and even specific technical data – are classified as “defense articles.”
• The Implication: A company cannot legally release specific technical details to the public without government approval. “The public” includes “foreign persons,” which means posting it on a public website is a violation.
• The Review Process: Every single press release, technical paper, and even social media post that mentions technology must be reviewed by the company’s export control officer or legal counsel.
• The Communications Solution: The press release must be written to avoid restricted details. Instead of focusing on how the technology works, it focuses on what it does.
  • Bad (Likely ITAR violation): “Our new guidance system has a circular error probable (CEP) of 0.5 meters…”
  • Good (Compliant): “Our new guidance system provides pinpoint accuracy, ensuring our launch vehicle can deploy customer satellites into their precise, intended orbits.”

Building a Communications Infrastructure

A startup with 10 people and a large, established company like Lockheed Martin have different resources, but the foundational needs are the same.

The In-House Team vs. The Agency

• In-House: At a startup, this might be one “Head of Communications” (or even the CEO) who manages everything. As the company grows, it builds an internal team. The benefit is deep product knowledge and perfect alignment with company strategy.
• External Agency: A specialized PR agency can be hired. It brings established relationships with journalists, more “hands on deck” for a big announcement, and expertise in areas like crisis communications.
• Hybrid Model: The most common model is a small, strategic in-house team that sets the strategy and manages an external agency, which handles the day-to-day work of pitching and monitoring.

The Toolkit: Essential Software

Modern communications teams rely on a stack of software:

• Media Database: A service like Muck Rack or Cision to find journalists and their contact information.
• Newswire Service: A contract with Business Wire or a competitor for broad distribution.
• Monitoring Service: A tool like Meltwater to track media mentions and sentiment.
• Company Newsroom: A good Content Management System (CMS) for the website.

Creating a “Press Kit”

This is a permanent, publicly-accessible page on the company website. It’s a “self-service” portal for journalists that saves everyone time. It should always contain:

• Company fact sheet and history.
• Biographies and high-resolution headshots of key executives.
• High-resolution company logos (in various formats).
• Approved B-roll video and photos of products, launches, and facilities.
• A direct link to the newsroom archive.

Summary

Press release dissemination in the space industry is a strategic discipline. It is not a simple administrative task of emailing a document. It is a critical business function that supports fundraising, customer acquisition, recruitment, and brand building.

It requires translating highly technical achievements into compelling, accessible narratives. It demands a sophisticated understanding of a diverse audience, from deeply technical trade reporters to mainstream media, investors, and government agencies.

Success is built on a multi-channel strategy, using newswires for breadth, direct pitching for depth, and social media for amplification. It involves careful timing and, in the case of failures, a deep commitment to transparency. For U.S. companies, it also demands rigorous adherence to regulatory controls like ITAR. When done correctly, this strategic communication can help a company achieve its own “launch,” moving it from a concept on paper to a respected leader in the new space economy.