A PR Guide On How To Write Press Releases For Small Business

Press releases are a great way to get the word out about your company, product, or service. They’re a great way to reach journalists and other media outlets with information that they might need, so they can write articles about you. 

Press releases also help companies build trust with their customers and potential customers. By following these tips on how to write press releases for small businesses, you’ll be able to create engaging content that will capture the attention of your target audience.

How to Write a Press Release for a Small Business – YouTube
1. Understand the Importance of Press Releases for Small Businesses
2. Craft Engaging Headlines to Grab Attention
3. Focus on the Newsworthy Angle of Your Story
4. Keep the Press Release Concise and Relevant
5. Incorporate Quotes from Key Stakeholders
6. Provide Contact Information for Media Inquiries
7. Tailor the Tone and Style to Suit Your Audience
8. Highlight the Benefits and Impact of Your Business
9. Use Clear and Compelling Language
10. Proofread and Edit for Accuracy and Clarity

Get The Formatting Right

You want the release to be easy to read and professional, so use a standard font like Times New Roman or Calibri. Aim for a font size of 11-12 points, but don’t go too small 13 points is a good middle ground. And while you want it to look nice, remember that if your reader can’t read what’s in front of them, they won’t care about what you have to say anyway.

A clear layout is important as well. Keep paragraphs short and use bullet points where appropriate (for example: “Our team has extensive experience with web development… We work closely with our clients… Our portfolio includes…etc.)

If English isn’t your first language or you’re using an automated translation service like Google Translate, consider getting someone else review the press release before sending it out into the world. 

It’s easy enough for native speakers who are familiar with grammar rules; for non-native speakers without those skills, it may be helpful to hire someone else whose job it is specifically to proofread things like these before they go live

Writing an impactful press release requires attention to detail and a strategic approach. Our guide provides you with 17 essential tips to create press releases that capture attention and drive results.

Use A Catchy Headline

Once you’ve written your press release, the next step is to come up with a headline. This is arguably the most important part of your press release. The best headline will draw readers in and make them want to read more.

To write an effective headline:

Make sure it’s newsworthy. Your headlines should be fresh, interesting, or relevant to your business’ industry. They should also contain information that hasn’t been published before (or at least not recently). For example: “Wanted: A New Way To Promote Your Small Business.” 

If you’ve already written about this topic in another piece of content on your website or blog, don’t use it again! You can find inspiration from current trends or events in your industry by looking at other sites that have published similar articles recently especially if they were successful with their headlines!

Use clear language and avoid jargon when possible (but don’t sacrifice accuracy for simplicity). Keep in mind that many people reading press releases aren’t experts on the subject matter being discussed so try not to overcomplicate things unnecessarily without explanation

Otherwise, it might be hard for someone unfamiliar with the topic being covered here unless they’re willing to spend some time researching before jumping into reading about something completely new which might turn off potential customers/clients who’d like something simpler instead like me!”

Talk About Newsworthy Topics

There are many ways to make your press release newsworthy. The most important thing is to think about what will be interesting and relevant to your audience.

This can be an industry-related topic, a company-related one, or even something personal. It could also be positive or negative, controversial or noncontroversial: if you were launching an app that helps people find their lost pet in the city, I would consider this a good newsworthy topic for someone who wants to write about pets (like myself).

Crafting a press release that gains widespread attention is an art. Discover the techniques for creating press releases that have the potential to go viral in our comprehensive guide on writing viral press releases.

Write A Captivating Summary

The summary is the first thing journalists and reporters will read. It’s their first impression of you, so it must be compelling enough for them to want to go on reading about your company. And what might that be? A catchy headline, perhaps? 

Or a list of bullet points? A pithy opening sentence? All these things are great options but there’s another option even better: an attention-grabbing quote from one of your employees or customers.

Quotes are like magic words in press releases because they immediately connect the reader with someone real who speaks directly to why they should care about this release (and your company). If possible, try using quotes from people outside of your organization as well; if not, go ahead and use yourself if necessary!

Include Links When Appropriate

When you do include links, they should be relevant to the topic. The same goes for your target audience and medium; if a link is not likely to pique the interest of your readers, it’s best left out. Links can also make your press release more engaging and applicable to readers by providing context or additional information on a topic that hasn’t been mentioned yet in the text.

For example, let’s say you have been working with a local non-profit organization on addressing issues related to poverty in their community. In one section of your press release, you might write about how much work has gone into these efforts so far: “In our first year of operation alone we were able to provide $50 million worth of food for those living below the poverty line!” 

To back up this claim with some hard facts and figures that are easy for readers to understand (instead of just saying “$50 million worth”).

Include a link at this point in which they can see all sorts of statistics related specifically to this cause such as how many pounds were distributed per month over each year since inception until now as well as projections based on current levels being maintained indefinitely into future years under different scenarios like world population growth rate estimates etcetera.

Startups often need to make a big impact with limited resources. Learn how to write press releases tailored for startup success with our expert tips provided in our guide on writing effective press releases for startups.

Call Your Media Contacts By First Name

Personalize your pitch.

The first thing you should do when writing a press release is to personalize it by using the reporter’s or influencer’s first name. 

That will make them feel more special and make them more likely to read and share your story because they know you took the time to address them personally. If a reporter doesn’t have time to respond, they won’t feel bad about ignoring your email because you made it seem like their time is valuable by using their name in the subject line!

Keep The Length Of Your Press Release Short And Sweet

Press releases that are too long and wordy can be difficult to read. Instead, make your press release concise and easy to digest by using bullet points and simple language.

A good way to do this is by using a template. A well-written template will help you write a press release in less time while making sure you don’t miss anything important along the way.

Include Quotes From Important Stakeholders

Quotes serve to add credibility to your release, helping readers understand the significance of a given piece of news. They may also provide context and background information on the situation, adding depth to your story. Quotes can help you add emotion or humor to your release as well—and sometimes all three at once!

If you’re including quotes from an important stakeholder in any way, make sure that they are approved before publishing the press release. It is good practice to get written permission from anyone whose name you plan on using (this includes companies), especially if they are recognizable figures or businesses with a large market share.

Provide Valuable Information To The Relevant Media Outlets

  • Use the most important information first.
  • Write in short paragraphs and sentences, with a few longer ones sprinkled in.
  • Shift between simple language and more complicated words when appropriate. Don’t overdo it though!
  • Use active verbs, especially first-person singular verbs like “I” or “we” instead of passive constructions like “a study was conducted.”
  • Take advantage of bullet points when appropriate. They are especially useful for breaking up large blocks of text!

Promoting your small business through press releases can be a game-changer. Our guide outlines the key steps to create a compelling press release specifically designed for small businesses. Dive into writing press releases for small businesses now.

Create A Strong Opening Sentence To Grab Attention Quickly

The opening sentence of your press release is one of the most important parts of the entire document, so you want to make sure it’s right. You want to grab readers’ attention and convince them that they should continue reading. To do this, use bold statements that are specific and persuasive, accurate and concise – all while staying in the present tense and active voice.

Create Value For The Reader In Your Pr Campaign

Remember, your readers are people. If you want them to take action, tell them why it’s in their best interest to do so don’t just tell them what to do or how they should think about something. In your press release, give enough information for the reader to form their own opinion about whether or not what you’re offering is good for them.

This keeps the focus on both sides of the equation: readers get value from your content because it helps them make informed decisions; writers create more compelling content by providing value without being salesy or pushy.

Ask For Action At The End Of Your Pitch Letter Or Memo

If you’re sending out a pitch letter or memo, it’s important to ask for action at the end of your message. Whether you want feedback on an idea or request a meeting with someone, in particular, asking for something is essential to keeping your reader engaged and interested in what you have to say.

If possible, try asking for a quote as well this can be used as an introduction to your main text. If not, asking for feedback can help you determine if there is enough interest in this subject matter to warrant writing more about it later on.

Incorporating press releases into your content marketing strategy can yield remarkable results. Explore the reasons why press release writing is a valuable addition to your arsenal in our comprehensive guide on the role of press releases in content marketing.


Press releases are an effective way to promote your business and get media attention. They’re usually short, newsy, and written in the third person. You can use them to announce new products or services, celebrate milestones such as anniversaries or expansions, or even just provide information about your company’s culture and values.

Further Reading

Shopify: How to Write a Press Release Short Description: Learn the art of writing compelling press releases that capture attention and promote your business effectively.

HubSpot: Press Release Template and Examples Short Description: Discover a comprehensive press release template along with examples to help you craft newsworthy and impactful releases.

Mailchimp Resources: Writing Press Releases Short Description: Dive into the world of press release writing with tips and insights to create engaging and share-worthy press releases.


How do I write an effective press release?

An effective press release is crafted with a clear headline, concise information, and a newsworthy angle that appeals to your target audience.

What should I include in a press release?

A press release should include the who, what, where, when, and why of your story, along with relevant quotes, contact information, and a compelling call to action.

How can I make my press release newsworthy?

To make your press release newsworthy, focus on timely and impactful information, such as product launches, significant company milestones, or industry trends.

Should I use multimedia elements in my press release?

Yes, incorporating multimedia elements like images or videos can enhance the visual appeal of your press release and make it more engaging for journalists and readers.

How can I distribute my press release effectively?

Distribute your press release through reputable distribution channels, target relevant media outlets, and leverage your social media platforms to maximize its reach and impact.