What Journalists Look for in Small Business Press Releases

Journalists are not sitting at their desks thinking, “I hope a small business sends me a 1,200-word love letter to its own greatness.”

They are busy. Their inboxes are crowded. Deadlines exist. And they are constantly sorting information into two piles: “might be useful” and “nope.”

The good news is that small businesses can absolutely land coverage, especially in local and niche media. The trick is understanding what journalists actually look for in a press release, and writing with their reality in mind.

Here we show you the key ingredients journalists look for, the common mistakes that get releases ignored, and a simple checklist you can use before you hit send.

They Look For Newsworthiness First

Journalists are not paid to promote businesses. They are paid to inform their audience. That means the first question is always: Is this news that matters to my readers?

What Counts As “News” For Small Businesses

Small business news is often local or niche. Journalists may care about:

• Grand openings, expansions, and relocations
• Job creation and economic impact
• Community initiatives and local partnerships
• Major product or service launches with clear relevance
• Notable awards, certifications, or recognitions
• Funding, grants, and significant investments (when appropriate)
• Research, data, or trends with clear takeaways

“We redesigned our logo” is usually not news. “We opened the first sensory-friendly play space in our county” might be.

They Look For A Clear Hook In The First 10 Seconds

Most journalists skim. If they cannot understand your story quickly, they move on.

What A Strong Hook Looks Like

A strong hook is specific, timely, and audience-focused. It usually includes:

• What happened (launch, opening, partnership, award)
• Where (city, region, niche market)
• Why it matters (impact, benefit, relevance)

Journalists do not want to hunt for the point. Put it right at the top.

They Look For Facts They Can Use

Journalists love facts because facts are publishable. Facts reduce risk. Facts make stories easy.

Facts That Make A Release More Useful

• Dates, times, and locations
• Names of partners and organizations involved
• Clear descriptions of what is new or different
• Pricing or availability details when relevant
• Numbers that support credibility (customers served, jobs created, growth)

If your release is mostly adjectives and feelings, it becomes hard to publish without rewriting, and that lowers your chances.

They Look For Proof Points, Not Hype

Journalists are trained to be skeptical. A claim without proof is a red flag.

Examples Of Credibility-Building Proof Points

• “Serving 1,200 local customers annually”
• “Adding 15 new jobs over the next 12 months”
• “Expanding to a second location after 5 years in business”
• “Reducing processing time by 30% in pilot program”
• “Raising $8,500 for local school programs”

Proof points also make your story more interesting. Numbers give context and scale.

They Look For A Quote That Adds Meaning

Quotes are not required in every story, but press releases usually include them. Journalists pay attention when the quote adds real value.

What Makes A Quote Useful

• It explains why the announcement matters
• It adds context or a human angle
• It connects the news to a broader trend
• It sounds like a real person, not a corporate slogan

A quote that says “we are excited” is filler. A quote that explains the customer problem and the impact is usable.

They Look For Relevance To Their Audience

This is where many small businesses lose the plot. They write for themselves, not for the outlet’s readers.

How To Signal Relevance

• Make the local impact clear (jobs, community benefit, unique local offering)
• Make the niche impact clear (industry pain point, trend, specialized audience)
• Explain who the announcement helps and how

Relevance is not about being famous. It is about being useful or interesting to a specific group.

They Look For Easy Formatting

A press release is a utility document. If it is hard to skim, it is harder to use.

Formatting That Helps Journalists

• Short paragraphs (1 to 3 sentences)
• Clear headline
• Strong first paragraph with who, what, when, where, why
• Occasional bullet points for event details or key highlights
• Clear separation between main copy and boilerplate

This is not about making it pretty. It is about making it fast.

They Look For A Real Person They Can Contact

One of the fastest ways to get ignored is to make follow-up difficult. Journalists want to verify facts, request photos, or schedule a quick interview. If your media contact is vague or unresponsive, your story dies quietly.

What A Media Contact Should Include

• Name
• Role (owner, founder, marketing lead)
• Email
• Phone number
• Optional: link to a media kit or press page

And the most important detail: someone should actually answer.

What Makes Journalists Ignore Press Releases

Sometimes it helps to know what triggers the “nope” pile.

Common Dealbreakers

• No clear news, just a business announcement with no angle
• Overly promotional language that reads like an ad
• Vague claims with no proof
• Long, unformatted blocks of text
• Missing key details (date, location, availability)
• No clear way to follow up
• Irrelevance to the outlet’s audience

Most of these are fixable. The goal is to respect the reader’s time and give them something usable.

How Small Businesses Can Increase Their Odds

Getting picked up is partly about writing, and partly about strategy.

Match The Outlet Before You Send

Do not send the same release to everyone. Build a short list of outlets that actually cover your kind of story: local business coverage, community calendars, niche industry blogs, and regional publications.

Use A Hybrid Approach

Many small businesses do well with a hybrid strategy: distribute the release through a reputable service, then pitch a small list of perfect-fit outlets with a personalized note.

Be Ready For Fast Follow-Up

Have photos, logos, and key facts ready. If someone replies, respond quickly. Press cycles move fast, and speed is a competitive advantage.

A Journalist-Friendly Checklist Before You Send

• Is the announcement genuinely newsworthy to someone outside the business?
• Does the headline clearly state who, what, and outcome?
• Does the first paragraph answer who, what, when, where, and why?
• Are there proof points that make the story credible?
• Is the quote meaningful and human?
• Is the formatting easy to skim?
• Is there a clear media contact who will respond quickly?
• Is there a landing page or next step for interested readers?

Journalists are not looking for perfection. They are looking for clarity, relevance, and credibility. If your press release makes their job easier and gives their audience something useful or interesting, you move from “random email” to “possible story.” And in the world of press, “possible story” is where good things start happening.

Frequently Asked Questions

Do Journalists Still Read Press Releases?

Many do, especially when releases are distributed through channels they monitor or when pitches are relevant and personalized. The key is sending news that fits their audience.

What Is The Most Important Part Of A Press Release For Journalists?

The headline and first paragraph. Journalists want to understand the story quickly and decide if it is relevant. Clear facts and proof points make the decision easier.

Should Small Businesses Pitch Journalists Or Only Use Distribution?

Both approaches can work. Many small businesses get better results using a hybrid approach: distribute broadly, then pitch a small list of perfect-fit outlets directly.

How Can I Make My Press Release More Journalist-Friendly?

Use a specific headline, a clear first paragraph, short paragraphs, real proof points, a meaningful quote, and a responsive media contact. Keep the tone factual and avoid sales language.