Small Business Press Release: The Ultimate Step-by-Step Guide

Are you a small business owner who feels like you're shouting into the void? Do you have exciting news to share, but struggle to get anyone to pay attention? You're not alone. For many small businesses, gaining media coverage feels like an impossible dream. But what if I told you there's a powerful – and often free – tool at your disposal that can help you amplify your voice and get the attention your business deserves?

That tool is the press release.

Forget the outdated image of stuffy corporate announcements. A well-crafted press release can be your secret weapon for generating buzz, attracting customers, and building your brand – all while working within a tight budget. As someone who's helped countless small businesses like yours get noticed, I know the power of a strategically written press release.

In this comprehensive guide, we'll break down the art of crafting a press release that actually gets results. We'll cover everything from writing a killer headline to distributing your release effectively, ensuring that your small business gets the visibility it deserves. Get ready to learn how to turn your news into headlines and watch the media come knocking.

Understanding the Purpose of a Press Release

Before we dive into the how-to, it's crucial to understand why you're writing a press release in the first place. Think of a press release not as an advertisement, but as a news announcement. 

Its purpose isn't simply to promote your business, but to provide newsworthy information that journalists and media outlets will find valuable and share with their audience.

What a Press Release Is (and Isn't):

A press release is an official statement that provides information to the media about a newsworthy event or announcement related to your business. It's a factual document, written in a journalistic style, that aims to capture the attention of reporters and editors. It's not a sales pitch or a marketing brochure. While it can ultimately benefit your business, its primary purpose is to inform, not to sell.

Goals of a Press Release: The goals of a well-written press release are multifaceted:

• Generate Media Coverage: The ultimate goal is to get journalists to write about your news, leading to articles, news segments, and other forms of media exposure.
• Announce Significant News: Press releases are designed to inform the public about important events, product launches, partnerships, or other noteworthy developments.
• Build Brand Awareness: Even if a journalist doesn't pick up your story directly, the press release can help raise awareness of your brand among media professionals.
• Improve SEO (Search Engine Optimization): When properly optimized with relevant keywords, a press release can improve your website's search engine ranking, making it easier for potential customers to find you online.

When Should You Write a Press Release?

A press release is only effective if you have something truly newsworthy to announce. Here are some examples of situations that warrant a press release:

• New Product or Service Launch: Announcing the arrival of an innovative product or service that fills a unique need in the market.

Example:

• Grand Opening of a Business: Especially if it involves a unique concept or community impact.

Example:

• Partnership with Another Business: Forming a strategic alliance with another company that benefits both organizations and their customers.

Example:

When Should You NOT Write a Press Release?

Not every piece of company news is press release-worthy. Avoid sending press releases for:

• Everyday Promotions or Sales (unless truly unique): While a special promotion might be worth a social media post, it's generally not news for a press release unless it's exceptionally innovative or impactful. Think "Launching a revolutionary zero-waste initiative" instead of "20% off all Tuesdays"
• Internal Company News That Doesn't Affect the Public: Employee birthdays, internal policy changes, or other internal matters are not suitable for a press release.
• Opinion Pieces or Editorials: A press release should be factual and objective, not a platform for expressing personal opinions.

The Anatomy of a Perfect Small Business Press Release (Step-by-Step Guide)

Now that you understand why writing a press release is important, let's dive into how to do it. This section will walk you through each element of a well-structured press release, providing tips and examples along the way.

Headline: Grabbing Attention Instantly

• What it is: The headline is the most important part of your press release. It's the first (and sometimes only) thing a journalist or editor will see, so it needs to be compelling and informative.
• What makes a great headline:
  • Conciseness: Keep it short and sweet (ideally under 10 words).
  • Clarity: Make it easy to understand at a glance.
  • Keywords: Include relevant keywords for search engine optimization.
  • Action verbs: Use strong action verbs to create excitement.
  • Newsworthiness: Clearly convey the key news.
• Tips for writing effective headlines:
  • Focus on the most important information.
  • Use strong, descriptive language.
  • Avoid jargon and clichés.
  • Write several options and choose the best one.
• Examples:
  • Strong: "Local Bakery Opens New Location, Serving Gourmet Treats"
  • Weak: "Acme Bakery Announces New Store" (lacks detail and excitement)
  • Strong: "Austin Startup Revolutionizes Pet Care with AI-Powered App"
  • Weak: "New App Launched" (too generic)

Sub-Headline: Adding Context and Intrigue

• Purpose: The sub-headline expands on the headline, providing a bit more context and enticing the reader to learn more.
• How to expand on the headline:
  • Mention the key benefit for the target audience.
  • Provide additional details about the news.
  • Answer the "so what?" question.
• Examples:
  • Headline: "Local Bakery Opens New Location, Serving Gourmet Treats"
  • Sub-Headline: "Sweet Surrender Bakery brings its award-winning pastries and custom cakes to the downtown district."
  • Headline: "Austin Startup Revolutionizes Pet Care with AI-Powered App"
  • Sub-Headline: "Pawsitive Solutions' app uses artificial intelligence to personalize pet care and improve animal well-being."

Dateline: Setting the Stage

• The correct format: CITY, STATE – Date (e.g., Austin, TX – October 27, 2023)
• Importance: The dateline sets the geographical context and date of the news.

Lead Paragraph: The 5 W's and H

• Why the lead paragraph is crucial: It's the first paragraph of your press release and needs to immediately grab the reader's attention and convey the most important information.
• Explaining the 5 W's and H:
  • Who: Who is involved in the news?
  • What: What is the news?
  • When: When did or will the event take place?
  • Where: Where is the event taking place?
  • Why: Why is this news important?
  • How: How did this happen?
• Keeping it concise and engaging: Aim for 1-3 sentences that summarize the entire press release.
• Example: "Sweet Surrender Bakery, known for its award-winning pastries and custom cakes, today announced the grand opening of its new location in downtown Austin on November 15, 2023. The new bakery will offer expanded menu options and a larger seating area for customers."

Body Paragraphs: Telling the Story

• Expanding on the introduction: Provide more detailed information about the news.
• Using facts, figures, and details: Support your claims with evidence.
• Writing short, readable paragraphs: Break up large blocks of text to improve readability. Aim for 3-4 sentences per paragraph.
• Focus on benefits for the audience: Explain why the news is relevant to them.

Quotes: Adding Personality and Credibility

• Choosing the right person to quote: Select someone who is knowledgeable and passionate about the news (e.g., CEO, founder, key team member).
• Making the quote meaningful and relevant: The quote should add a personal touch and reinforce the key message of the press release.
• Example: "We're incredibly excited to bring Sweet Surrender to the downtown community," said Sarah Miller, owner of Sweet Surrender Bakery. "We believe our delicious treats and welcoming atmosphere will be a perfect addition to the neighborhood."

Background Information/Boilerplate: About Your Company

• Purpose: The boilerplate provides a brief overview of your company or organization.
• What to include:
  • Mission statement
  • Key products/services
  • History (if relevant)
  • Achievements
• Keeping it brief and consistent: Aim for 2-3 sentences and use the same boilerplate in all of your press releases.
• Example: "About Sweet Surrender Bakery: Sweet Surrender Bakery is an award-winning bakery specializing in gourmet pastries, custom cakes, and handcrafted desserts. Founded in 2010, Sweet Surrender is committed to using high-quality ingredients and providing exceptional customer service."

Example:

Call to Action: Guiding the Reader

• Importance of a clear call to action: Tell the reader what you want them to do next.
• Examples of effective CTAs:
  • Visit your website
  • Attend an event
  • Follow you on social media
  • Contact you for more information
• Example: "Visit our new location at 123 Main Street in downtown Austin, or order online at www.sweetsurrenderbakery.com. Follow us on Instagram @SweetSurrenderAustin for updates and special offers."

Media Contact Information: Making Yourself Available

• Providing all necessary contact details:
  • Name
  • Title
  • Email address
  • Phone number
• Ensuring someone is available to answer media inquiries: Be prepared to respond promptly to any questions from journalists.
• Example:
  • Contact:
    • John Smith
    • Marketing Manager
    • [email protected]
    • (512) 555-1212

End of Release Indicator: ###

• What it is: A standard way to indicate the end of a press release.

Optimizing Your Press Release for Small Business Success

Writing a well-structured press release is just the first step. To truly maximize its impact, you need to optimize it for your target audience, search engines, and media outlets. Here are some key optimization strategies for small businesses:

Targeting the Right Audience:

Identifying your ideal media outlets and journalists:

• Research local newspapers, TV stations, radio stations, and online publications that cover your industry or geographic area.
• Identify journalists who regularly write about topics related to your business.
• Use media databases (some are paid, but some offer free trials) to find contact information.

Tailoring your press release to their interests:

• Understand the type of content they typically publish.
• Highlight the aspects of your news that are most relevant to their audience.
• Consider offering them an exclusive angle or interview.

Using Keywords for SEO:

How to research and incorporate relevant keywords:

• Use keyword research tools (like Google Keyword Planner or Semrush) to identify relevant keywords that your target audience is searching for.
• Incorporate these keywords naturally into your headline, sub-headline, and body of your press release.
• Don't stuff keywords excessively, as this can hurt your credibility.

Why SEO is important for press releases:

• Helps your press release rank higher in search engine results.
• Increases the visibility of your news to a wider audience.
• Drives traffic to your website.

Adding Visuals:

The power of images and videos in attracting attention:

• Press releases with visuals are more likely to be viewed and shared.
• Images can help illustrate your news and make it more engaging.
• Videos can tell your story in a more compelling way.

Tips for choosing the right visuals:

• Use high-quality images and videos that are relevant to your news.
• Include captions that describe the visuals and provide context.
• Optimize your visuals for web use (e.g., compress images to reduce file size).

Keeping it Concise:

Avoiding jargon and unnecessary information:

• Use clear and concise language that is easy for journalists and the public to understand.
• Avoid technical jargon or industry-specific terms that may not be familiar to everyone.
• Focus on the most important information and cut out any unnecessary fluff.

Proofreading and Editing:

The importance of error-free writing:

• Errors in grammar, spelling, and punctuation can damage your credibility and make your press release seem unprofessional.
• Thoroughly proofread your press release before sending it out.
• Ask someone else to proofread it as well.

Tools for proofreading and editing:

• Grammarly
• ProWritingAid
• Microsoft Word's built-in spell checker

Distribution Strategies for Small Businesses on a Budget

You've crafted the perfect press release – now, how do you get it into the hands of journalists and media outlets without breaking the bank? Fortunately, there are numerous distribution strategies that are particularly well-suited for small businesses operating on a limited budget.

Free Options:

• Local newspapers and TV stations:
  • Compile a list of local media outlets and their contact information.
  • Send your press release directly to relevant reporters and editors.
  • Personalize your email pitch to each recipient, explaining why your news is relevant to their audience.
• Community websites and blogs:
  • Identify local websites and blogs that cover community events, small business news, or topics related to your industry.
  • Submit your press release to these websites or contact the owners/editors directly.
• Industry-specific online publications:
  • Research online publications and blogs that focus on your industry.
  • Submit your press release or contact the editors to see if they're interested in covering your news.
• Social media channels:
  • Share your press release on your company's social media channels (Facebook, Twitter, LinkedIn, etc.).
  • Use relevant hashtags to increase visibility.
  • Encourage your followers to share your press release.
• Emailing journalists directly (personalized pitch):
  • This is often the most effective free method.
  • Find the email addresses of specific reporters who cover your industry.
  • Write a short, personalized email highlighting why your news is important to them and their readers. Don't just send a mass email.

Low-Cost Options:

• Free press release distribution services (with limitations):
  • Some services offer free distribution to a limited number of websites.
  • Be aware that these services often include ads or require you to create an account.
  • The reach of free services is often limited.
• Paid press release distribution services:
  • Paid services offer wider distribution to a larger network of media outlets.
  • Compare different services based on their pricing, reach, and features.
  • Consider services that offer targeted distribution to specific industries or geographic areas, and look for options that align with your small business budget. Some platforms, like MarketersMEDIA, focus on cost-effective solutions for small businesses.
  • It's a good idea to read reviews and compare the features before committing.
• Examples of paid services:
  • MarketersMEDIA Newswire
  • PR Newswire
  • EIN Newswire

Building Relationships with Journalists:

• Networking and developing media contacts:
  • Attend industry events and conferences to meet journalists in person.
  • Follow journalists on social media and engage with their content.
  • Offer journalists valuable insights and information, even if it's not directly related to your press release.
  • Building relationships takes time and effort but can pay off in the long run.

Measuring Success:

• How to track the impact of your press release:
  • Monitor website traffic to see if your press release is driving traffic to your site.
  • Track media mentions to see who is covering your news.
  • Use social media analytics to measure engagement with your press release.
  • Set up Google Alerts to track mentions of your company name and keywords.

Common Mistakes to Avoid (And How to Fix Them)

Even with a solid understanding of the press release anatomy and distribution strategies, it's easy to fall into common pitfalls. Knowing these mistakes ahead of time will help you avoid them and ensure your press release achieves its goals.

Being Too Self-Promotional:

• The mistake: Treating your press release like an advertisement instead of a news announcement.
• How to fix it: Focus on newsworthiness, not sales. Highlight the benefits to the audience, not just the features of your product or service. Write in a neutral, objective tone. Ask yourself, "Would a journalist actually want to share this?"

Not Targeting the Right Audience:

• The mistake: Sending your press release to irrelevant media outlets or journalists.
• How to fix it: Thoroughly research your target media. Identify outlets that cover your industry, geographic area, or target audience. Personalize your pitches to demonstrate that you understand their content and audience.

Writing a Boring Press Release:

• The mistake: Creating a press release that is dry, lifeless, and lacking in compelling details.
• How to fix it: Inject personality and enthusiasm into your writing. Tell a story. Use strong verbs and vivid language. Include interesting facts, figures, or anecdotes. Make it something that people will actually want to read.

Ignoring SEO:

• The mistake: Failing to optimize your press release for search engines.
• How to fix it: Research relevant keywords and incorporate them naturally into your headline, sub-headline, and body of your press release. Optimize your images with alt tags. Include links to your website.

Forgetting a Call to Action:

• The mistake: Not telling readers what you want them to do after reading your press release.
• How to fix it: Include a clear and concise call to action that tells readers what you want them to do next (e.g., visit your website, attend an event, follow you on social media). Make it easy for them to take action by providing links and contact information.

Wrapping Things Up

Writing a compelling press release for a small business that gets results can seem daunting, but with a clear understanding of the anatomy, optimization strategies, and common pitfalls, you can significantly increase your chances of securing valuable media coverage for your small business.

Remember, a great press release is:

• Newsworthy: It offers genuine news that is relevant to your target audience.
• Well-Structured: It follows a clear and logical format with a compelling headline, informative body, and clear call to action.
• Optimized: It's tailored to your target audience, optimized for search engines, and visually engaging.
• Strategically Distributed: It's sent to the right media outlets and journalists, with a personalized pitch that captures their attention.

Press releases can be a powerful tool for small businesses seeking to:

• Raise brand awareness.
• Attract new customers.
• Build credibility and authority.
• Improve search engine visibility.
• Boost their bottom line.

Don't let the fear of writing hold you back. Start small, focus on sharing your most newsworthy announcements, and learn from your experiences. With a little practice, you'll become a pro at crafting press releases that get your small business noticed.

To help you get started, download our free press release template here or you can try our AI Press Release Generator for free today!