Contents:
- The Problem
- Why Solve It This Way
- Step-by-Step Solution
- Step 1: Lead With Genuine News, Not Promotion
- Step 2: Write a Strong Headline
- Step 3: Follow the Inverted Pyramid Structure
- Step 4: Include a Real Quote
- Step 5: Send to Targeted, Relevant Contacts
- Examples
- A Regional Difference
- A Seasonal Timeline
- Common Mistakes to Avoid
- Troubleshooting
- FAQ
- Do I need a PR agency to write one?
- How long should a press release be?
- Conclusion
Newspapers have published press releases since the early 1900s, back when a telegram to an editor’s desk was the fastest way to spread real news. The format survives today almost unchanged, just delivered by email instead of wire.
The Problem
Small business owners often either skip press releases entirely, assuming they’re only for major companies, or write ones so promotional that journalists ignore them immediately.
Why Solve It This Way
A well-written press release can generate free media coverage worth far more than the cost of paid advertising, if it’s structured the way journalists actually expect.
Step-by-Step Solution
Step 1: Lead With Genuine News, Not Promotion
A new product launch, a milestone, or community involvement qualifies as news. “We’re excited to announce our great service” does not.
Step 2: Write a Strong Headline
Keep it under 10-12 words, stating the news clearly without marketing language like “revolutionary” or “game-changing.”
Step 3: Follow the Inverted Pyramid Structure
Put the most important information first, followed by supporting details, then background context last, exactly how journalists scan for relevance.
Step 4: Include a Real Quote
A quote from the business owner or a relevant expert adds credibility and gives journalists a usable soundbite for their own article.
Step 5: Send to Targeted, Relevant Contacts
Local business journalists and industry-specific trade publications convert far better than mass-blasting a generic media list with no personal relevance.
Examples
A local bakery announcing a new location included specific details, opening date, address, signature product, and a quote from the owner about community roots, resulting in coverage from two local news outlets.
A Regional Difference
Local newspapers and news stations in the Midwest and South often run small business press releases directly with minimal editing, while dense Northeast and West Coast media markets require stronger news hooks to stand out among heavier competition for coverage.
A Seasonal Timeline
Press releases tied to seasonal news, holiday promotions, back-to-school timing, or local event tie-ins, generate noticeably higher pickup rates than releases sent without any timely relevance.
Common Mistakes to Avoid
Business owners frequently write releases stuffed with adjectives and superlatives instead of facts, which journalists routinely edit out or discard entirely. Others fail to include contact information prominently, making it hard for an interested reporter to follow up quickly.
Troubleshooting
If releases consistently get ignored, the issue is usually a weak news hook, not poor writing. Ask directly: would this genuinely interest someone with no connection to your business?
FAQ
Do I need a PR agency to write one?
No, small businesses can write effective press releases themselves by following journalistic structure closely and avoiding promotional language throughout.
How long should a press release be?
400-600 words is standard; longer releases risk losing a journalist’s attention before reaching the actual newsworthy details.
Conclusion
A press release earns coverage by being genuinely newsworthy, not by sounding impressive. Lead with real news, keep it factual, and send it to the specific outlets actually covering your industry or community rather than a broad, impersonal media list.
