If you have ever announced something important on social media and heard nothing but the gentle sound of crickets, you already understand the main problem a press release tries to solve: getting attention outside your current circle.
A press release is not a magic spell. It is more like a well-written invitation that says, “Here is what happened, here is why it matters, and here is who to contact if you want the full story.” When it lands in the right place at the right time, it can open doors that are hard to pry open with ads and posts alone.
Small businesses still use press releases for one big reason: credibility travels. A paid ad is you talking about you. A press mention is someone else pointing a spotlight at you. Even in a world where everyone has a camera and a caption, that spotlight still carries weight.
Contents
What A Press Release Is
A press release is a short, structured news announcement written for journalists, editors, producers, bloggers, and other media gatekeepers. It explains a specific piece of news about your business, and it makes it easy for someone to turn that news into a story.
Think of it like a “news sandwich”:
- Top slice: a clear headline and opening paragraph that states the news fast
- Middle: details, context, a quote, and supporting facts
- Bottom slice: boilerplate info about your company and a media contact
That structure is not formal for the sake of formality. It is there because busy editors skim. If they cannot quickly identify the who, what, when, where, and why, they move on.
Press Release vs Marketing Copy
This is where many small business owners get tripped up. Marketing copy is designed to persuade customers. A press release is designed to inform the press.
Here is a quick way to tell the difference:
- Marketing copy: “Our new product is the best, the fastest, the most revolutionary!”
- Press release: “Company X launched Product Y on January 3 to help Z group solve A problem.”
You can still sound enthusiastic in a press release, but you earn attention with specifics, not superlatives.
How Press Releases Work In Real Life
Let’s walk through the typical path of a press release, because the behind-the-scenes view makes everything clearer.
Step 1: You Have News Worth Sharing
“Worth sharing” does not have to mean “national headline.” It means it is relevant to a particular audience or community. Local media, industry publications, podcasts, niche newsletters, and trade blogs all need content, and small businesses can be a great fit when the story is timely and specific.
Step 2: You Write A Release That Makes The Job Easy
Imagine a journalist with three screens open, a deadline at 4 p.m., and a coffee that gave up an hour ago. They do not want to decode your announcement like it is a treasure map. They want clean facts, a quote that sounds human, and a clear angle.
Or, as one founder joked to me: “If my release needs a translator, it is not a release, it is a cry for help.”
Step 3: You Distribute It
Distribution can be direct outreach (pitching specific journalists) or using a press release distribution service that sends your release through established channels and databases. The goal is the same: put the news where it can be found by people who publish stories.
Step 4: You Get Pickup, Mentions, Or A Trail Of Proof
Sometimes the best outcome is a full story. Sometimes it is a short mention, a listing, or an item in a business roundup. And sometimes, even without a big story, distribution creates a searchable trail that you can use in your marketing, sales conversations, and credibility assets.
Why Press Releases Still Matter For Small Businesses
It is fair to ask: with social media, podcasts, YouTube, and blogs, why bother with press releases at all?
Because a press release is not just a message. It is a signal. It tells the market you are active, growing, and worth paying attention to.
They Build Trust Faster Than Self-Promotion
When you say “we are legit,” people smile politely. When a third-party outlet says it, people listen. Press releases can be a bridge to that third-party validation, especially when they lead to mentions or citations.
A good press release can live in many places:
- Your website’s News or Press page
- An email announcement to customers and partners
- A founder bio or speaker kit
- A sales deck that needs quick proof points
- An investor update that documents momentum
That is why some business owners treat press releases like planting seeds. Not every seed sprouts immediately, but over time you build a garden of credibility.
They Support Big Moments That Need A Bigger Megaphone
There are times when “just post it” is not enough: grand openings, expansions, new hires, awards, partnerships, big customer wins, and new products with a clear hook. A press release gives those moments a professional container and a distribution path.
What Makes A Press Release Newsworthy
This is the part that saves money and frustration. The press is not allergic to small businesses, they are allergic to non-news.
Newsworthy angles usually include one or more of these:
- Timeliness: it is happening now, not “sometime this year”
- Impact: it affects customers, jobs, a community, or a specific industry
- Uniqueness: a new approach, milestone, first-of-its-kind, or data point
- Relevance: it fits a beat (local business, tech, health, finance, etc.)
- Human interest: there is a story behind the business decision
Here is an example of turning a plain announcement into a sharper angle:
- Plain: “We opened a second location.”
- Stronger: “Local bakery opens second location to meet demand after selling out weekly, adds 12 jobs downtown.”
Same business. Same event. Different story power.
The Basic Parts Of A Strong Press Release
You do not need to memorize a rigid template, but you do want to hit the elements editors expect.
Headline That States The News
Make it clear, specific, and grounded. Save clever wordplay for your Instagram bio.
Opening Paragraph With The Big Five
Who is doing what, when, where, and why it matters. If you only nail one part of your release, nail this.
Supporting Details And Proof
Add numbers, dates, names, and context. “We are growing” is vague. “We hired 10 people and expanded to 5,000 square feet” is a fact a journalist can use.
A Quote That Sounds Like A Person
The best quotes are not fluff. They explain motivation, impact, or what changes for customers.
Boilerplate And Media Contact
Your boilerplate is a short, consistent description of your company. Your contact info makes it easy to follow up. If someone wants an interview and cannot find you, that opportunity evaporates quickly.
Common Misunderstandings Small Businesses Have
Press releases get a bad reputation when they are treated like a lottery ticket. Here are the misunderstandings I see most often.
A Press Release Is Not A Guaranteed Feature Story
Distribution puts your news in the right places. Pickup depends on newsworthiness, timing, and fit.
A Press Release Is Not Only For Big Companies
Local outlets and niche publications love stories that matter to their audience. Small businesses can be a perfect match when the angle is clear.
A Press Release Is Not Only About Going “Viral”
Steady credibility often beats sudden hype. A few quality mentions over time can do more for your business than one random spike of attention.
How To Decide If You Should Use One
If you are on the fence, ask yourself these questions:
- Is there a specific event, milestone, or announcement with a clear date?
- Would someone outside my customer base find this relevant or useful?
- Can I support the claim with details, numbers, or proof?
- Do I have a landing page or next step ready if people show interest?
If you answered “yes” to most of those, a press release can be a smart move.
One last thought: a press release is a bit like dressing up for a meeting you care about. You might still not get the deal, but you show respect for the room you are walking into. And in business, that impression compounds.
Frequently Asked Questions
What Is A Press Release In Simple Terms?
A press release is a short news announcement written to help journalists and media outlets understand your news quickly and decide whether to cover it.
Do Press Releases Still Work For Small Businesses?
They can, especially when the announcement is truly newsworthy and you distribute it in a way that reaches relevant outlets. Press releases are most effective when paired with a clear marketing plan and a strong landing page.
What Should A Small Business Write A Press Release About?
Strong topics include launches, grand openings, expansions, partnerships, awards, major hires, community impact, and meaningful milestones that matter to a specific audience.
Is A Press Release The Same As A Blog Post?
No. A blog post is usually written for customers and can be conversational. A press release is written for media and follows a tighter structure focused on facts and news value.
