Most small business owners know they should be getting press coverage. But when it comes time to actually write a press release, they freeze up. What do you say? How do you format it? Who do you send it to? And will anyone actually care?

Here’s the truth: a well-written press release is one of the most affordable and effective marketing tools a small business has. It builds credibility, drives website traffic, and puts your name in front of audiences you could never reach with paid ads alone. And you don’t need a PR agency or a journalism degree to write one.

This guide breaks it all down in plain English — what makes a press release work, how to write one from scratch, and how to get journalists to actually read it.

What a Press Release Actually Is (and Isn’t)

A press release is a short, formal announcement written for journalists and media outlets. It’s not an advertisement. It’s not a blog post. It’s a news story in miniature — one that tells a reporter: here’s something happening, here’s why it matters, and here’s how to follow up.

Journalists are busy. They receive hundreds of pitches a week. Your press release has about ten seconds to earn a second look. That’s why structure, clarity, and a genuine news angle matter more than any fancy writing.

When to Write a Press Release

Not everything warrants a press release. Save it for moments that are genuinely newsworthy — things a reporter could write a story about. Good reasons to send one include:

• Launching a new business, product, or service
• Opening a new location
• Winning an award or receiving a major certification
• Partnering with a local organization or non-profit
• Hosting or sponsoring a community event
• Reaching a significant milestone (10 years in business, 1,000 customers served)
• Responding to a trend or local issue that your business speaks to
• Hiring a notable executive or expert

If your news doesn’t fit any of these, that doesn’t mean you can’t get coverage — it just means a press release might not be the right tool. A personalized pitch or contributed article may work better.

The Anatomy of a Press Release That Gets Read

A press release follows a specific format journalists expect. Stray too far from it and your release looks amateur. Here’s the structure, piece by piece:

1. Headline

Your headline is everything. It needs to communicate the news in one line and make the journalist want to read more. Write it like a newspaper headline — active voice, present tense, specific. “Local Bakery Opens Second Location in Downtown Phoenix” is better than “Smith’s Bakery Has Exciting News to Share.”

2. Dateline

This goes at the start of your first paragraph and looks like this: CITY, State, Month Day, Year — Your first sentence. It tells the journalist where and when the news is happening.

3. Lead Paragraph

Your first paragraph needs to answer the five W’s: who, what, when, where, and why. A journalist should be able to read only this paragraph and understand your entire story. Keep it to three or four sentences. This is not the place for backstory or throat-clearing.

4. Body Paragraphs

The body expands on the lead with supporting details, context, and a quote. Each paragraph should add new information — never repeat what’s already been said. Keep the whole release between 300 and 500 words. Anything longer and you’re writing an article, not a press release.

Include at least one quote from a real person — usually yourself as the business owner. Make the quote sound human, not corporate. “We’ve been dreaming about this expansion for three years, and seeing it happen is surreal” lands better than “We are pleased to announce continued growth.”

5. Boilerplate

This is your company’s “About” section — a two or three sentence summary of who you are, what you do, and where you operate. Write it once and reuse it in every release you send. It goes at the end, labeled “About [Your Company Name].”

6. Contact Information

End with your name, title, email, and phone number. A journalist who wants to cover your story needs to reach you quickly. If they can’t find your contact info in 30 seconds, they move on.

Common Mistakes That Kill Press Releases

Even well-intentioned press releases get ignored because of avoidable errors. Watch out for these:

• No real news angle. If it wouldn’t interest anyone outside your company, it isn’t news. Be honest with yourself.
• Burying the lead. Don’t spend three paragraphs building up to the actual announcement. Lead with the news.
• Too long. A two-page press release rarely gets read in full. One page is the standard.
• Too promotional. Press releases aren’t ads. Keep the language factual and newsworthy, not salesy.
• No quote. A direct quote from a real person makes the story human and gives journalists something to pull.
• Sending to the wrong people. A food writer doesn’t want your tech announcement. Research the beat before you pitch.

How to Distribute Your Press Release

Writing a great press release is only half the job. You also need to get it in front of the right people.

Build a targeted media list. Identify the reporters, bloggers, and editors who cover your industry, your city, or your niche. Check bylines in local papers, trade publications, and online outlets. Keep a running spreadsheet with names, outlets, and email addresses.

Pitch by email, not just distribution services. Paid wire services like PR Newswire or BusinessWire can give your release broad distribution, but direct outreach to individual journalists still gets better results for most small businesses. Send a short, personalized email with your press release pasted below your pitch — don’t attach a PDF and expect them to open it.

Time it right. Tuesday through Thursday mornings are generally the best times to send. Avoid Mondays (overwhelming inbox) and Fridays (already checked out). Give journalists at least a week’s notice before a time-sensitive announcement.

Follow up once. If you haven’t heard back in five to seven business days, it’s fine to send a short, polite follow-up. Don’t chase endlessly. If they’re not interested, move on.

Post It on Your Own Site Too

Your press releases don’t have to live only in journalists’ inboxes. Create a “Press” or “Newsroom” page on your website and publish your releases there. It’s a subtle credibility signal that tells visitors — and Google — that your business has real traction. It also gives journalists a place to research you before reaching out.

For more on building the media side of your reputation, read How to Use Public Relations to Build Credibility and Grow Your Small Business and How to Get Press Coverage for Your Small Business (Even If Nobody Knows Your Name Yet). If you’re putting together a full media presence, pairing your press releases with a strong media kit will make you far more credible to journalists who look you up.

You Don’t Have to Do This Alone

If writing and pitching press releases feels like too much to manage on top of running a business, consider hiring a freelance PR writer to handle it. Platforms like Fiverr connect you with experienced PR writers who can craft a professional press release for a fraction of what a full agency would charge. Even one or two well-placed stories can drive the kind of traffic and credibility that takes months to build through ads alone.

The Bottom Line

A press release won’t go viral every time. Some won’t get picked up at all. But the businesses that keep sending them — consistently, strategically, whenever there’s real news to share — are the ones that build lasting media relationships and an outsized public profile.

The SBA’s marketing resources offer additional guidance on building visibility for your business without a big budget. Combine those tools with a steady press release practice and you’ll get noticed in ways your competitors aren’t even thinking about.

Start simple. Pick your next milestone. Write 400 words. Send it to five journalists who cover your beat. See what happens. The worst outcome is nothing. The best is a story that puts your business in front of thousands of new customers for free.

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