Do you also think that sending a press release to Business Insider will automatically turn it into a news story, as many business owners do? The reality, however, is quite different.
Business Insider has its own editorial process and publishing standards. Press releases that do not meet the Business Insider press release requirements may simply be overlooked. If you are planning to write a press release, it is important to understand what the platform expects from you.
In this blog, SP Tech Solutions explains the process in simple words to help you understand how it works, prepare your press release correctly, and save both time and money. Let’s explore the details.
What Is Business Insider?
First, let’s understand what Business Insider is. Business Insider is a global business and technology news publisher that covers companies, markets, startups, retail, workplace culture, and the technology industry through its website, BusinessInsider.com.
It attracts a large number of readers and is a well-known English-language business publication. Small businesses and startups can use media coverage to announce their news and introduce new products to a wider audience.
Two Types of Content Published on Business Insider
Business Insider publishes two distinct types of content, which are often confused but are entirely different.
The first type is editorial content. These are news stories and articles written by the platform’s own reporters and editors. They independently decide which topics deserve coverage and what stories to publish.
The second type is syndicated company news. According to most distribution services, this content appears in the website’s Markets section, where press releases from approved distribution partners are published. In this case, the content is written by the company itself, not by a journalist, and is presented as a press release. Business Insider does not offer a general public submission form for press releases. Because of this, companies usually choose between the two approaches below.
The Two Ways to Get Your Content Published on Business Insider
|
Distribution Partner |
Pitching a Reporter |
|
|
How does it work? |
You submit your complete press release to a press release distribution service that works with the platform. |
You email a story idea to a reporter or editor. |
|
What do you get? |
A published press release. |
Potential news coverage. |
|
Level of control |
More control, provided your press release meets the guidelines. |
Very limited, as the journalist makes the final decision. |
|
Guarantee |
Depends on the distribution service. |
No guarantee. |
|
Best suited for |
Company announcements and increasing brand awareness. |
Stories with a strong news angle and genuine journalistic value. |
Business Insider Press Release Requirements: Key Guidelines
When planning to publish a press release on Business Insider, the first step is to review the requirements of the relevant distribution partner. Different services may have different guidelines, so you should not assume that every service follows the same rules. Here are a few important Business Insider press release requirements that deserve your attention:
1. Write a Clear and Newsworthy Headline
The headline is one of the most important parts of any news story because it gives readers an idea of what the news is about. It should be short, clear, and directly related to the announcement.
2. Present the Main News in the First Paragraph
The opening paragraph of your press release should clearly explain which company is making the announcement, what it is announcing, why it matters, and when and where it is happening.
For example, if a technology company is launching a new cybersecurity service, the opening should focus on the launch, its purpose, and relevant facts rather than simply describing how good the service is.
3. Word Count
There is no single word count that is an official requirement for all Business Insider publications in 2027. Different distribution partners may set varying word limits based on their own requirements. Many ask for around 300 to 600 words, and some keep a firm limit close to 400. Check the limit with your service before you submit.
4. Use High-Quality Images, Videos, and Relevant Links
If you plan to include images or videos with your press release, pay attention to their quality. Similarly, add links only where they provide useful information to readers. Avoid inserting unnecessary or repeated links, as excessive linking can affect the overall quality and readability of your press release.
5. Keep the Tone Neutral
A press release should read like news, not like an advertisement. Avoid words like “best”, “revolutionary”, or “number one” unless you can prove them. If you want to share an opinion, put it inside a quote from a company representative.
6. Add Proper Contact Details
Include a real media contact with a name, company, and email address. A short company description, called a boilerplate, should come at the end. A release without contact details is usually seen as incomplete.
Three Types of Stories That Attract More Media Attention
Exclusive Stories: News that is not already available elsewhere, such as original research, surveys, or company data that answers an important question.
Stories Linked to Ongoing News Coverage: Stories connected to a developing news cycle where reporters are already covering the topic.
Stories About Real Business Developments: News involving significant business changes or the launch of a new product.
Apart from these categories, other stories compete for attention based on how they are presented. A funding round with clear numbers, for example, will always get more notice than a vague announcement.
Common Mistakes to Avoid
Even a good story can be rejected because of simple mistakes. Here are the most common ones:
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Using sales language instead of a news style
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Presenting a small update as big news
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Sending the story to a reporter who does not cover that topic
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Making claims that cannot be proven
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Submitting an incomplete draft without contact details or a date
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Expecting one published release to do the work of a full campaign
Final Thoughts on Business Insider Press Release
Getting your press release on Business Insider is not about sending it everywhere and hoping for the best. It needs real news, correct facts, a clean format, and the right route. Understand the difference between editorial coverage and a distributed press release, and be careful with anyone who promises guaranteed coverage.
If you need help preparing or distributing your press release, SP Tech Solutions is here to guide you. You can see our recent announcements on USA Today and FinancialContent.
FAQs
1. Can I send my press release directly to Business Insider?
Business Insider does not have a general public form for press releases. Most companies either use a distribution service that works with the platform or send a story idea to a reporter, which does not come with any guarantee.
2. Will a published press release become a news story?
A distributed press release is published as company news, not as a story written by a journalist. Only the editorial team can decide to cover your news as a story.
3. How long does it take for a press release to go live?
Timing depends on the service you choose and how quickly your release passes review. Many services report that it takes about one to three days after approval.
