The Anatomy of a Small Business Press Release That Gets Picked Up

Most press releases do not get picked up. That sounds depressing, but it is actually useful information, because it means the bar is not “be perfect.” The bar is “be clearer, more relevant, and easier to use than the average release.”

Journalists and editors skim. They triage. They move on fast. A press release that gets picked up is usually not the most poetic, it is the most usable. It answers questions quickly, provides proof, and makes the story easy to publish.

Here we break down the anatomy of a small business press release that gets picked up, piece by piece, with practical tips you can apply even if you are not a PR professional.

Start With A Real News Hook

Before you worry about format, ask the foundational question: Is this actually news?

News does not have to be national headlines. For small businesses, news can be local, niche, or industry-specific. The key is that something changed and it matters to someone outside your company.

Strong Small Business News Hooks

• Grand opening, expansion, new location, or relocation
• New product or major service launch with clear customer impact
• Notable partnership or collaboration
• Award, certification, accreditation, or major recognition
• Milestones with numbers (customers served, jobs created, growth)
• Community initiatives with measurable impact
• Funding, grants, or major contracts (when appropriate to share)

If your “news” is basically “we exist,” you may be better off with a blog post, an email campaign, or local networking instead.

A Headline That Does Not Waste Anyone’s Time

The headline is your first filter. If it is vague, the release will be skipped. A good headline helps an editor understand the story instantly.

What A Pick-Up-Friendly Headline Includes

• Who: your business name (or category if name is unfamiliar)
• What: the action (launches, opens, partners, expands, earns, announces)
• Where: city, region, or industry niche when relevant
• Outcome: the benefit or impact

Headline Examples

• “Austin Bakery Opens Second Location, Adds 12 New Jobs”
• “Chicago Marketing Agency Launches Flat-Fee PR Service for Local Restaurants”
• “Woman-Owned Logistics Firm Partners With Regional Manufacturer to Cut Delivery Times”

Notice what these avoid: “exciting,” “innovative,” and “leading.” Those words are not proof, they are fluff.

The Lede: Your First Paragraph Must Carry The Whole Release

In news writing, the first paragraph is called the lede. It is the summary that tells the story in one breath.

A strong lede answers the core questions immediately:

• Who is announcing?
• What happened?
• When is it happening?
• Where is it happening?
• Why does it matter?

A Simple Lede Template

[Business Name], a [descriptor] based in [location], announced [news] on [date], giving [audience] the ability to [benefit].

If your first paragraph is clear and complete, you are already ahead of most releases.

Supporting Details That Make The Story Easy To Publish

After the lede, your job is to support the story without wandering. Editors are looking for publishable facts, not a long origin story.

Include The Details That Answer “So What?”

• What changes for customers, the community, or the market
• What problem this solves
• What makes this notable compared to alternatives
• How people can participate, buy, visit, or learn more

Use Short Paragraphs And Scannable Formatting

Long blocks of text look like homework. Journalists skim, so give them breathing room. Short paragraphs, occasional bullet points, and clean structure increase usability.

Proof Points: The Secret Ingredient Most Releases Miss

If you want pickup, give people a reason to believe you. Proof points are the fastest way to do that.

Examples Of Strong Proof Points

• “Served 3,500 local customers since 2021”
• “Expanded to a 6,000 square-foot facility”
• “Reduced average delivery time by 22% in pilot program”
• “Raised $12,000 for local school programs”
• “Created 10 new jobs in the community”

Proof points make your release more credible and more quotable. They also make it more interesting.

Quotes That Add Meaning, Not Filler

Quotes are often where press releases go to die. A weak quote is usually some version of “we are excited.” Editors do not publish that because it adds nothing.

A quote that helps pickup should add meaning:

• Explain the motivation behind the announcement
• Describe impact on customers or community
• Connect the news to a broader trend
• Offer a memorable, human detail

Quote Example

Instead of: “We are thrilled to launch our new service.”

Try: “After watching small retailers lose hours every week to manual inventory updates, we built a service that cuts that work down to minutes, so owners can spend more time selling and less time spreadsheet-wrestling.”

Same announcement, but now the quote tells a story.

Boilerplate: Your One-Paragraph Credibility Card

The boilerplate is the “About” paragraph at the end of a press release. It should be consistent across releases, because it reinforces your positioning.

What To Include In Your Boilerplate

• Business name and what you do
• Who you serve
• Where you operate
• A short differentiator grounded in facts
• Your website

Keep it short. Think 3 to 5 sentences. The goal is clarity, not a biography.

Media Contact: Make It Easy To Follow Up

If a journalist wants more info, you need to be reachable and quick. Include a media contact with:

• Name
• Title (owner, founder, marketing manager)
• Email and phone number
• Optional: link to a press kit or media page

And yes, someone should actually monitor that inbox.

Multimedia: The Pickup Booster Many Small Businesses Skip

Photos and logos make stories easier to run, especially for local outlets. If you can provide clean visuals, you reduce the work for publishers.

Helpful Assets To Have Ready

• Company logo (high resolution, transparent background)
• Founder headshot
• Product or location photos
• Event photos or renderings for openings
• Short video clip, when relevant

If you do not have these, do not panic. But if you can gather them, it can improve pickup odds.

Distribution And Outreach: Where Pickup Actually Happens

A great release can still fail if nobody sees it. Small businesses typically use one of three approaches:

• Targeted outreach: pitch a short list of relevant outlets directly
• Distribution service: distribute through established networks and databases
• Hybrid: distribute broadly, then pitch perfect-fit outlets with a tailored note

The hybrid approach often works well because it combines reach and relevance. Distribution creates visibility and a public record. Pitching increases the odds of deeper, more targeted coverage.

A Quick Quality Checklist Before You Hit Send

• Headline includes who, what, and an outcome
• First paragraph answers who, what, when, where, and why
• Release reads like news, not an ad
• Includes at least one strong proof point
• Quote adds meaning and human context
• Boilerplate is clear and consistent
• Media contact is real and responsive
• Landing page is live with a clear next step

If you can check most of those boxes, your release is positioned for pickup. Will you get guaranteed coverage? No. But you will be giving editors something they can actually use, and that is the real secret behind releases that get picked up.

Frequently Asked Questions

What Makes A Press Release More Likely To Get Picked Up?

A clear news hook, a specific headline, a strong first paragraph, proof points, and a factual tone make a release easier for outlets to publish. Good formatting and a responsive media contact also help.

Should Small Businesses Include Quotes In Press Releases?

Yes, but the quote should add meaning, explain impact, or provide context. Avoid generic excitement quotes that do not add information.

Do Photos Help Press Release Pickup?

Often yes. High-quality photos and logos reduce the work for publishers and can make your story more appealing, especially for local outlets.

Is Distribution Or Direct Pitching Better For Pickup?

Both can work. Distribution can increase reach, while direct pitching can increase relevance. Many small businesses see best results using a hybrid approach.