Small businesses often wait too long to share their wins. Not because they do not have news, but because they assume, “Nobody will care.” That is usually not true. People care when the story is specific, timely, and clearly connected to a community or niche.
A press release is one of the cleanest ways to package an announcement so media outlets, bloggers, and industry newsletters can quickly understand it, decide if it fits, and, ideally, share it with their audience.
If you are wondering when a press release makes sense, here are seven situations where it can punch above its weight, especially for small businesses and entrepreneurs.
Contents
- 1) Grand Openings And New Locations
- 2) Product Launches And Major Service Additions
- 3) Big Milestones And Growth Moments
- 4) Partnerships That Expand Reach Or Impact
- 5) Awards, Certifications, And Recognitions
- 6) Funding, Investment, Or Major Financial Milestones
- 7) Community Initiatives And Impact Stories
- How To Choose The Best Moment To Send A Release
- A Quick “Is This News?” Checklist
- Frequently Asked Questions
1) Grand Openings And New Locations
Opening your doors is classic press release territory. Local media, neighborhood publications, and community calendars often look for new businesses, especially if your opening includes a clear date, a local angle, or something unique.
How To Make This More Newsworthy
- Include the grand opening date and any event details (ribbon cutting, giveaways, demos, charity tie-in).
- Highlight community impact: jobs created, local suppliers, neighborhood revitalization.
- Add a quote that sounds human, why you chose the location and what you want to bring to the area.
2) Product Launches And Major Service Additions
A new product or a major service offering can be press release-worthy when it solves a clear problem, introduces something novel in a niche, or has measurable results.
The key is to focus on the change you are creating for customers, not just the features you are proud of.
How To Make This More Newsworthy
- State the customer problem in plain language, then show how the product addresses it.
- Include a launch date, pricing or availability details, and where to learn more.
- Add proof: early user numbers, waitlist size, beta results, or a customer quote if you have one.
3) Big Milestones And Growth Moments
Milestones can feel like “inside baseball” until you frame them well. A 5-year anniversary, hitting 1,000 customers, expanding your team, or moving into a larger space can all be news, especially locally or within an industry niche.
Think of milestones as proof of traction. Traction is interesting.
How To Make This More Newsworthy
- Use numbers: revenue growth, customers served, locations, jobs added, capacity expanded.
- Connect the milestone to your mission or the market trend you are riding.
- Include a “what’s next” line so the story has a forward-looking angle.
4) Partnerships That Expand Reach Or Impact
Partnerships are one of the best press release topics because they naturally answer the “why should anyone care?” question. If two organizations are working together, there is usually a bigger outcome, more access, more capability, or more impact.
Even small partnerships can be newsworthy if they benefit a community, introduce a new offering, or represent a notable collaboration in your niche.
How To Make This More Newsworthy
- Explain the tangible result: what customers get that they did not get before.
- Include a quote from each partner, ideally pointing to the same shared outcome.
- Be clear about timelines and where people can experience the partnership in action.
5) Awards, Certifications, And Recognitions
Awards can feel like bragging until you remember what they really are: third-party validation. Recognition is a trust signal, and trust signals help customers choose you over the other ten options they are comparing.
This category includes industry awards, local “best of” lists, certifications, accreditations, and notable rankings.
How To Make This More Newsworthy
- Explain what the award measures and why it matters to customers.
- Mention who issued it and any criteria or selection process, if available.
- Link the recognition to customer impact, not your ego, even if your ego is understandably thrilled.
6) Funding, Investment, Or Major Financial Milestones
Not every small business raises money, but when you do, it is often newsworthy. Funding announcements can attract talent, partners, and customers who are reassured by momentum.
Even if you are not venture-backed, other financial milestones can be press-worthy in some industries: grants, major contracts, a new facility investment, or a large expansion initiative.
How To Make This More Newsworthy
- Focus on what the funding enables: hiring, expansion, product development, community programs.
- Keep numbers accurate and avoid vague claims like “significant” if you can provide specifics.
- Include a quote about the mission and the next phase of growth.
7) Community Initiatives And Impact Stories
Many small businesses do meaningful work in their communities, and they often stay quiet about it because they do not want to look performative. That is a fair concern, but if you communicate it respectfully, community impact is both newsworthy and valuable.
Charity partnerships, scholarship programs, volunteering initiatives, sustainability changes, local hiring programs, and community events can all be press release topics, especially for local outlets.
How To Make This More Newsworthy
- Be specific about the impact: dollars raised, hours volunteered, people served, resources donated.
- Include partners and community organizations by name when appropriate.
- Center the community benefit, not the brand glow.
How To Choose The Best Moment To Send A Release
Even good news can land with a thud if timing is sloppy. A few simple timing tips help small businesses get better results:
- Send it close to the event, but not so late that it becomes old news.
- Plan for lead time if you want event coverage, calendars, or interviews before the date.
- Avoid vague timelines like “coming soon,” unless you have a concrete date for the next step.
If you have multiple announcements, resist the urge to combine everything into one mega-release. One release should have one main story. Clarity beats clutter every time.
A Quick “Is This News?” Checklist
Before you spend time or money on distribution, run your announcement through this short checklist:
- Can I explain the news in one sentence without sounding like an ad?
- Is there a clear date and a clear outcome?
- Does this affect customers, a community, or a specific niche audience?
- Do I have specifics, numbers, names, and a quote?
- Do I have a landing page or next step ready if people show interest?
If you can answer yes to most of those, you have something worth releasing. If you are missing specifics, that is not a dead end. It is a signal to tighten the story and gather proof.
A press release is not about shouting louder. It is about communicating clearly, in a format the media recognizes, at a moment when your business is genuinely doing something worth noticing.
Frequently Asked Questions
How Do I Know If My Announcement Is Newsworthy?
If it has a clear date, affects customers or the community, and includes specifics like numbers, names, or measurable outcomes, it is more likely to be newsworthy.
How Often Should A Small Business Send Press Releases?
Only when you have real news. For many small businesses, that might be a few times per year, tied to launches, expansions, partnerships, awards, or major milestones.
Can Local Businesses Benefit From Press Releases?
Yes. Local outlets and community publications often look for grand openings, expansions, job creation, community initiatives, and unique stories that matter to their readers.
Should I Combine Multiple Announcements Into One Release?
Usually no. One press release should focus on one main story so it is easy for editors to understand and for outlets to cover.
