How To Write A Press Release For Your Small Business

I’m sure you’ve heard the saying “No news is good news.” That’s certainly true, but what if there was a way to get your small business in the news? 

Fortunately, there is. Writing a press release can be an effective way to market your business, generate interest and traffic from potential customers, and build authority within your industry. 

A well-written press release can be shared on social media platforms like Facebook or Twitter and may even make its way into publications like newspapers or magazines.

How to Write a Press Release (Free Template) – YouTube
Focus on crafting a captivating headline that grabs attention.
Provide essential information in the opening paragraph to answer the key questions: who, what, when, where, and why.
Structure your press release with a clear and concise format, using short paragraphs and bullet points for easy readability.
Highlight the unique aspects of your small business and emphasize the benefits of your news or announcement.
Incorporate relevant quotes from key stakeholders to add credibility and a personal touch.
Include multimedia elements such as images or videos to enhance the visual appeal of your press release.
Always include accurate contact information for media inquiries and follow-up.
Proofread and edit your press release meticulously to ensure clarity, accuracy, and professionalism.
Tailor your press release for your target audience and the platforms where you plan to distribute it.
Consider using distribution services or reaching out to media contacts to maximize the reach of your press release.

Get The Terminology Right

When you’re writing a press release and want to use an abbreviation, double-check that it’s the right one. The last thing you want is for your editor to think your business is offering “the same” service when they’re actually not. 

For example: If your business offers dog walking services, instead of saying “We offer dog walking services,” say something along the lines of “We provide personalized pet care at competitive rates.”

Crafting a press release that truly captivates your audience requires careful consideration and attention to detail. Explore our article on 17 Tips for Putting Together a Press Release to discover valuable insights into creating press releases that stand out.

Get To The Point Quickly

To keep your reader engaged, you’ll want to get to the point quickly. Don’t bury the lead by using a lot of filler or quotes from people other than yourself.

Don’t use jargon and acronyms that may be confusing to readers who don’t know your industry well. For example, if you’re in marketing and writing about an event, don’t assume that everyone knows what “SEO” means (search engine optimization). Instead, simply say: “We will provide tips on how to optimize websites so that they show up higher on search engines.”

Avoid referring to numbers when possible; instead, describe what happened or what an event was like. You can still include numbers just make sure they’re relevant!

Provide Contact Information

You should provide contact information at the top of your release so that journalists can easily reach you. Include:

  • Your first and last name or organization’s name (for example, if it’s a local business)
  • Your phone number and email address
  • The best times to reach you are by phone or email
  • If available, a photo of yourself or other people associated with the project

Write With A Journalist In Mind

  • Write in a way that is easy to read.
  • Use simple language.
  • Use short sentences.
  • Use active voice (not passive).

Use short paragraphs no more than 4-5 sentences per paragraph at most for online publication, and about 300 words for print publication.

Add numbered bullets and subheadings throughout your press release so it’s easier for readers to navigate through the information you’re providing them with.

In addition, use bold text or italics when necessary to help highlight important points in the document; this is something journalists will appreciate as well!

Want your press releases to gain traction and spread like wildfire? Learn the techniques for crafting press releases that have the potential to go viral in our comprehensive guide: How to Create Press Releases That Go Viral.

Impart An Opinion

The last thing you want to do is look like a biased, uninformed journalist. You need to be able to stand by your opinion and make it clear that you are qualified to speak on the subject. You can do this by including statistics or other facts that support your opinion. 

If you don’t have any data handy, just keep it simple with a declarative statement: “I firmly believe that [insert opinion here].”

Your press release should also be short and sweet; most people won’t have time or interest in reading lengthy articles, so keep things brief while still sounding professional

Don’t Get Bent Out Of Shape About The Word Count

The length of a press release depends on the purpose of the press release. Generally, the length of a press release will be between 300-500 words. 

The average is around 400 words. Longer or shorter than this isn’t going to make or break you as long as you are keeping in mind what your audience wants to read about and how quickly they want the information to make decisions about their company or personal lives.

There is no right or wrong answer when it comes to word count what works best for one business may not work well for another business. 

A good rule of thumb is: keep it short! A one-page document might suffice if all you have time for is pointing out who you are (your company name), what problem your product solves, who would benefit by using this product/service (your target market), and where they can find more information (website URL), etc.

But we recommend keeping it under 500 words so that people interested in reading more will do so immediately instead of having too much text on their screen at once which makes them feel overwhelmed and disinterested in continuing reading together.

Don’t Use Jargon Or Acronyms

When writing a press release, remember that you’re writing for the general public. That means you should avoid using jargon or acronyms unless they are necessary to convey your message effectively and concisely. 

If you do have to use an acronym in your press release (for example, NASA), make sure it’s explained in plain language at least once; otherwise, readers may not understand what it stands for at all!

Glossary: You can also include a glossary at the end of your press release to help explain any terms that might be unfamiliar to readers but important for their understanding of what has been written about in the document itself. 

This will help ensure that everyone gets exactly what they need out of reading this piece of content and saves readers from having to go elsewhere after finishing up here!

Maximizing the impact of your press releases is essential for gaining the attention your small business deserves. Explore the crucial elements to include in your press releases by checking out our insights on Things to Include in Press Releases to Get Maximum Impact.

Create News, Instead Of Just Announcing It

The best way to write a newsworthy press release is to take an angle that’s different from the competition. 

For example, when you’re writing about a new product launch, it’s tempting to just describe what your company is offering and where people can buy it (and if you do this, don’t forget to list pricing information). Instead of just announcing that you’ve launched a new product, create news by including something about why this product is important for your industry or customers.

This could be as simple as mentioning how long you’ve been working on developing this product or service and how many iterations have gone into its design so far. 

If possible, try finding some statistic-backed evidence showing how much safer or more efficient this new gadget will be compared with existing ones in its class. 

You could also talk about what makes your company’s products better than those offered by other companies in the same space maybe yours are made from recycled materials? 

Or maybe they’re cheaper than competitors’ items while still being comparable in quality? Whatever angle makes your business stand out will help generate interest among journalists looking for fresh stories!

Create A Release That Tells A Story

A story is a narrative that captures your audience’s attention, and a press release is no different. You want to tell your audience about something that’s happening in the world. A good press release provides an interesting story with concrete details and facts.

To create a successful story, you need to know your audience well so that you can target them exactly as they want to be targeted. When it comes time to write the actual text of your press release, make sure it has all of the elements of a good story:

It has conflict. Every great piece of writing needs some kind of conflict or problem for there to be tension between characters or between characters and their environment. 

Your product or service should be at odds with something else out there whether it’s another company offering similar products or services, an industry trend (like more people eating homemade lunches), etc. 

And this should manifest itself within every aspect of how you talk about yourself as an organization (product/service descriptions) and how others talk about themselves as organizations (competitors).

It provides resolution through actionable steps or advice for readers who may find themselves in similar situations if they choose not to act now! The end goal isn’t just awareness but also action from readers who don’t have time

Play With Hyperlinks And Anchor Texts As You Build Your Press Release

When writing your press release, don’t forget to include links that will help readers find more information. If you have a product page on your website, link to it. If you have social media accounts for business, link to those too. You can also link to relevant articles on other websites and blogs in the same industry as yours.

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Use A Strong Quote From Someone Important At Your Company Or Organization

Use a strong quote from someone important in your company or organization.

If you’re the CEO of your company, use a quote from yourself. If you don’t want to be the spokesman for your organization but have someone who does (a director or vice president), then have that person speak for the company in the press release.

You can also use quotes from experts in your field people who know what needs to be done and how it should be done. Or if you have a customer who was very pleased with their experience, ask them if they’d like to provide a quote about how great it is working with you guys.

You could also get creative and find quotes from some of your competitors; this will show that people are recognizing the value of what you offer over other options out there on the market today!

Link To Relevant Content On Your Website For More Information

Link to relevant content on your website. It’s a good idea to link to resources on your site that provides more information about the featured product or service, as well as other products and services that are similar. 

This can be done in the text of the press release, but it’s also helpful if you include an image or graphic that links back to these pages.

Don’t link to an external page if it doesn’t exist or isn’t correct. If you’re linking readers back to your website, don’t use broken links they’ll make them feel like they’ve been duped and will be less likely to trust you in future interactions with them (and with their friends).

You Can Write A Great, Effective Press Release

You can write a great, effective press release. A press release is an excellent tool for building buzz around your small business. It’s also a great way to announce new products or services.

In this guide, we’ll show you how to write a press release for your small business that will get noticed by journalists.

Incorporating press release writing into your content marketing strategy can yield remarkable results for your small business. Find out why it’s a strategy you shouldn’t overlook by reading our article: Why Press Release Writing Should Be in Your Content Marketing Arsenal.


You just read my step-by-step guide to writing a press release for your small business. Press releases are an important part of any marketing strategy and can help you reach new audiences and generate more leads. 

They’re also a great way to keep current customers informed about what’s going on with your company.

Take the time to write one today!

Further Reading

Here are some additional resources that can provide you with further insights into writing effective press releases:

Writing Press Releases: A Comprehensive Guide: Learn the art of crafting compelling press releases that grab attention and deliver your message effectively.

Press Release Template and Tips: Discover a comprehensive press release template along with valuable tips for creating impactful releases that resonate with your audience.

How to Write a Press Release: The Ultimate Guide: Dive into this ultimate guide that walks you through the step-by-step process of creating press releases that make an impact.


What are the key components of a press release?

A press release typically includes the headline, subheadline, dateline, body content, boilerplate, and media contact information.

How do I make my press release newsworthy?

To make your press release newsworthy, focus on timely and relevant information, unique angles, and clear benefits to your target audience.

Should I include multimedia in my press release?

Yes, including multimedia such as images, videos, or infographics can enhance the visual appeal of your press release and engage readers.

How can I distribute my press release effectively?

Consider using distribution services, reaching out to media contacts, and sharing it on your website and social media platforms for effective distribution.

Can press releases contribute to my SEO efforts?

Yes, well-optimized press releases with relevant keywords and links can improve your online visibility and contribute to your SEO strategy.