Common Press Release Myths That Hold Small Businesses Back

Press releases have a reputation problem, and honestly, they earned some of it. Plenty of businesses have sent out a release, waited for the phone to ring, and ended up with nothing but a bruised ego and a fresh appreciation for silence.

But the real issue is not that press releases “do not work.” The issue is that many small business owners start with a handful of myths that set the wrong expectations. It is like buying a treadmill and expecting it to run the miles for you. Nice try, though.

Let’s clear the fog. Below are the most common press release myths that hold small businesses and entrepreneurs back, plus what to do instead so your next announcement has a fighting chance.

Myth 1: Press Releases Are Only For Big Companies

This myth keeps a lot of good stories trapped inside small businesses. People picture press releases as something used by Fortune 500 companies with PR teams, glossy photos, and a budget that has its own zip code.

Reality: media outlets need content at every level. Local newspapers, community websites, business journals, niche industry publications, podcasts, and newsletters all cover small businesses when the story is relevant and timely.

What To Do Instead

• Think in terms of the right audience, not “national fame.”
• Shape your angle for a specific beat: local business, your industry niche, community impact, or consumer trends.
• Include details that make your story useful to someone else, like jobs created, local partnerships, a unique method, or measurable results.

Myth 2: If I Send A Press Release, I Will Get Featured

This is the myth that causes the most heartbreak. A press release is not a golden ticket, and it is not a guarantee of coverage. It is a formatted announcement that makes it easier for the media to consider your story.

Journalists choose stories based on news value, timing, fit, and available space. Even great releases get skipped if the day’s news cycle is crowded or if the angle does not match what that outlet covers.

What To Do Instead

• Measure success in layers: distribution, mentions, inquiries, partnerships, referrals, backlinks, and brand searches.
• Pair your release with outreach to a short list of relevant journalists, if you have the time and a real hook.
• Use your release as a credibility asset, even if it does not become a full story.

Myth 3: A Press Release Is Just An Advertisement In Disguise

If you have ever read a press release that sounded like a late-night infomercial, you know why this myth exists. Some businesses write releases like they are trying to sell directly to the reader, then they wonder why editors ignore them.

Press releases are not ads. A good release sounds like news: specific, factual, and focused on what changed in the world today because of your announcement.

What To Do Instead

• Cut the hype words. Replace “best,” “leading,” and “revolutionary” with facts, dates, and outcomes.
• Write for a skeptical reader who asks, “So what?”
• Use one clear call to action, typically a website link for more information or a media contact for interviews.

Myth 4: The Longer The Press Release, The More Professional It Looks

This one sneaks in quietly. Small business owners sometimes feel that a longer release looks more impressive, like a big report. The problem is that editors do not grade you on word count. They grade you on clarity.

A press release should be long enough to answer key questions and short enough to scan quickly. Many strong releases fit within about one page to two pages, depending on what needs to be included.

What To Do Instead

• Put the news in the first paragraph, then support it with relevant details.
• Use short paragraphs, bullet points when appropriate, and clear subheads if the format allows.
• Remove “warm-up” sentences that do not add information.

Myth 5: If It Is Online, Google Will Automatically Reward It

Small businesses sometimes expect a press release to be an instant SEO booster. The truth is more nuanced. A press release can support your online presence, but it is not a shortcut that replaces steady content and good technical SEO.

Where releases can help is in building visibility, creating references to your brand, and earning real mentions that you can point to. If your release leads to coverage or citations on other sites, that can be far more valuable than the release page itself.

What To Do Instead

• Create a strong landing page on your own site that expands on the news and gives readers a clear next step.
• Use the release to drive attention to that page, not to replace it.
• Track branded searches, referral traffic, and inquiry sources over the next few weeks.

Myth 6: Press Releases Are Only For Crisis Situations

Some entrepreneurs think press releases are only for apologizing when something goes wrong. Crisis communication is one use case, but most small business press releases are about positive milestones and updates.

Grand openings, expansions, new services, notable partnerships, awards, community initiatives, and major hires are all classic reasons to send a release.

What To Do Instead

• Keep a running list of business milestones that could be newsworthy.
• Plan releases around your growth calendar, not just emergencies.
• Use releases to document momentum for investors, partners, and higher-value clients.

Myth 7: I Need A Perfect Story Before I Can Do PR

Perfectionism is a sneaky form of procrastination. Some business owners wait for the perfect moment, the perfect accomplishment, the perfect wording, and the perfect everything. Meanwhile, their competitors rack up mentions, partnerships, and “Featured In” logos by simply showing up consistently.

Your news does not have to be world-changing. It just has to be real, relevant, and presented clearly.

What To Do Instead

• Start with one solid, specific announcement per quarter, or even one per year if that is realistic.
• Focus on clarity and facts, not perfection.
• Gather one strong quote and one concrete proof point (numbers, dates, results, or impact).

Myth 8: I Can Just Email A Bunch Of Journalists And That Is The Same Thing

Direct pitching can work, especially for local media or niche outlets. The myth is thinking that blasting a generic email to hundreds of people is a substitute for professional press release distribution or targeted outreach.

Cold emailing a massive list often leads to low response rates, spam filters, and burned bridges. Journalists can spot a copy-and-paste pitch in about two seconds.

What To Do Instead

• If you pitch directly, keep it targeted: a small list of outlets that truly match your story.
• Use your press release as a supporting document, not the entire pitch.
• Consider distribution when you want broader reach and a more standardized, newsroom-friendly delivery.

Myth 9: One Press Release Is Enough

Some businesses treat a press release like a one-time stunt. They send one, do not see fireworks, and never try again. The problem is that credibility is built through repetition, not one lucky shot.

It is similar to fitness. One workout does not change your health. Consistency does. Press releases can be part of a steady reputation-building strategy, especially when they support real business milestones.

What To Do Instead

• Build a simple PR rhythm: a few releases per year tied to meaningful events.
• Repurpose each release into blog content, emails, and social posts.
• Keep a “press kit” folder ready with logos, photos, bios, and key facts so you can move fast.

Myth 10: If My Release Does Not Get Picked Up, It Was A Waste

This myth is understandable, because business owners love direct cause-and-effect. “I spent money, I got X.” Press is messier than that.

A release can still be valuable if it creates a public record of your announcement, supports sales conversations, increases trust during customer research, and gives you something credible to share with partners and investors.

What To Do Instead

• Use placements and links as proof points on your site and in outreach.
• Track outcomes over 30 to 60 days, not 30 minutes.
• Ask customers and leads how they heard about you, then write it down, even if it feels old-school.

A Simple Reality Check Before You Hit Send

If you want a press release to perform well, you do not need to become a PR expert. You just need to pass a few practical tests.

The News Test

Can you explain the announcement in one sentence without sounding like an ad? If not, tighten the angle.

The Specifics Test

Does your release include dates, numbers, names, and outcomes? Specifics turn “nice story” into “publishable story.”

The Follow-Through Test

If someone clicks, calls, or replies, are you ready? Do you have a landing page, a contact path, and a clear next step?

When those three are in place, press releases become much less mysterious. They become a simple tool: a way to distribute news in a format the media understands, and a way to build credibility one milestone at a time.

Frequently Asked Questions

Are Press Releases Only For Big Brands?

No. Small businesses can earn coverage from local outlets and niche publications when the story is timely, relevant, and specific.

Do Press Releases Guarantee Coverage?

No. Distribution can be guaranteed, but coverage depends on newsworthiness, timing, and fit with what an outlet publishes.

Why Do Journalists Ignore Many Press Releases?

Common reasons include overly promotional language, vague claims, missing details, and announcements that do not have a clear angle for the outlet’s audience.

What Is The Biggest Press Release Mistake?

Writing it like an advertisement instead of a news announcement, then failing to provide clear facts and a strong reason the story matters.