Announcing a New Business: Should You Use a Press Release?

Starting a new business is a big deal. To you, it is huge. To your friends, it is exciting. To the internet, it is Tuesday.

That is the hard truth behind new business announcements. A launch is meaningful, but attention is competitive, and most outlets do not cover “a business exists now” unless there is something extra that makes the story worth sharing.

So, should you use a press release to announce a new business? Sometimes yes, sometimes no, and the difference comes down to how you frame the story and whether you have a real hook beyond the launch itself.

Here we walk through when a new business press release makes sense, how to make it newsworthy, and what to do if you decide a press release is not the best move yet.

When A New Business Announcement Is Actually Newsworthy

Media outlets and community publications care about stories that affect their audience. A new business is newsworthy when it is relevant, timely, and connected to something people care about.

Your Business Has A Strong Local Angle

Local outlets often cover new restaurants, shops, studios, and service providers, especially when there is community relevance. A strong local angle could include:

• A grand opening event with a date and details
• Job creation or local hiring
• Revitalizing a vacant space or historic location
• A unique offering not common in the area
• A community partnership or charitable component

Local is one of the best “first press” paths for new businesses, because local coverage is often more accessible than national outlets.

Your Business Solves A Clear Problem In A Specific Niche

If you are launching a B2B service, a SaaS product, or a niche professional offering, the “new business” angle may not matter. What matters is the problem you solve and why your solution is different.

In that case, the press release should focus less on “we launched” and more on “we launched to address X problem for Y audience.”

You Have A Notable Founder Story Or Credibility Marker

New business stories are more interesting when there is a compelling reason you are the person to build it. That might include:

• Relevant professional background or prior success
• A transition story tied to a local or industry need
• A personal experience that led to a practical solution
• Recognition, awards, grants, or accelerator participation

This is not about being dramatic, it is about being credible and human.

You Are Launching With A Partnership Or Community Collaboration

A partnership gives your story weight because it shows validation. If you are launching with a known organization, local nonprofit, chamber of commerce, or business partner, that can make the announcement more newsworthy.

When A Press Release May Not Be Worth It Yet

Press releases are not mandatory. For some new businesses, other actions are more effective early on.

You Do Not Have A Strong Hook Beyond “We Opened”

If your launch has no event, no local impact angle, no unique offering, and no story that matters to others, the release may not perform well. That does not mean your business is not valuable, it just means the “news” is not compelling yet.

Your Website And Offer Are Not Ready

If attention arrived tomorrow, would you convert it? If your website is unclear, your pricing is confusing, or your contact flow is broken, you will waste whatever visibility you get. Launch press should happen when you are ready to receive visitors.

You Need Immediate Sales More Than Awareness

If cash flow is the priority, more direct channels may work better early: local SEO, referrals, partnerships, community involvement, and targeted outreach. Press can help later when you have milestones to share.

How To Make A New Business Press Release Stronger

If you decide to write a release, your goal is to make it easy for someone else to tell your story. Here is how to strengthen your angle.

Lead With The Benefit, Not The Business

A common weak approach is leading with your business name and excitement. A stronger approach is leading with what your launch changes for the community or niche.

For example:

• Weak: “ABC Services announces its launch.”
• Stronger: “New mobile pet grooming service launches in Springfield, offering same-day appointments for busy families.”

Include Specific Details

Specifics make your release credible and publishable. Include:

• Opening date and hours (if applicable)
• Location and service area
• Who you serve
• What makes you different, stated as facts
• Grand opening details if you have an event

Add One Strong Quote

Use the quote to explain the “why” behind the launch and what you want to bring to customers or the community. Avoid generic lines like “we are excited.”

Create A Landing Page That Matches The Release

Link the release to a page on your site that expands on the announcement, includes photos, and gives visitors a clear next step. That might be booking, visiting, ordering, or joining an email list.

Distribution Options For New Businesses

New business announcements usually work best when you combine distribution with targeted local or niche outreach.

Local Media And Community Calendars

For physical locations and local services, local outlets and calendars are often your best first targets. Many communities have business journals, neighborhood publications, and event listing sites that welcome new business announcements.

Niche Publications And Newsletters

If your business serves a specific industry, look for trade publications, newsletters, podcasts, and online communities that cover that niche. A niche mention can be more valuable than broad coverage because it reaches the right buyers.

Distribution Services

Paid distribution can increase your announcement’s footprint and create a credibility trail. This can be especially useful when you have a strong hook, a real milestone, or a launch event that benefits from wider visibility.

A Hybrid Approach Often Works Best

A practical strategy for many entrepreneurs is:

1. Publish or distribute the press release
2. Pitch a short list of local outlets and niche publications with a personalized note
3. Share the announcement with partners, suppliers, and community groups
4. Use your social and email channels to reinforce the story

This approach gives you both reach and relevance.

If You Skip A Press Release, Do This Instead

If you decide a press release is not the right move, you can still announce your business effectively with low-cost tactics.

Write A Strong “We’re Open” Announcement Post

Publish a blog post or news page update on your site with clear details, photos, and a call to action. This becomes your shareable link.

Build Local Visibility

Claim and optimize your business listings, especially in local search. Join local groups, chambers, and community pages. Visibility compounds when you show up consistently.

Partner With One Local Organization

One partnership can create more credibility than ten social posts. Collaborate on an event, a special offer, or a community initiative. Then you have a story worth pitching later.

A Quick “Should I Use A Press Release?” Checklist

Use a press release for your new business if most of these are true:

• You have a clear hook beyond “we launched”
• Your opening date, location, and offering are specific
• There is community or niche relevance
• Your website and next steps are ready
• You are willing to do some outreach, not just publish and hope

If most are false, focus on building traction and visibility first, then use press releases when you have a stronger milestone to share.

A new business press release can be a powerful credibility move when the story is framed around impact and relevance. But the release itself is not the goal. The goal is making your launch visible to the people who will care, and giving them a clear path to become customers. If you do that, a press release becomes less of a gamble and more of a smart first chapter in your business’s public story.

Frequently Asked Questions

Should Every New Business Send A Press Release?

No. A press release makes sense when you have a clear hook, a local or niche angle, and an announcement that matters to people outside your business.

What Is The Best Angle For A New Business Press Release?

Lead with customer or community benefit, such as solving a specific problem, creating jobs, bringing something unique to the area, or hosting a grand opening event.

Is Local Media More Likely To Cover A New Business?

Often yes. Local outlets and community calendars frequently cover grand openings and new businesses, especially when the story has community relevance and clear details.

What Should I Do Before Sending A Launch Press Release?

Make sure your website is clear, your next step is obvious, your contact information works, and you have photos and details ready in case an outlet wants to publish quickly.