How to Write a Good Press Release: A Guide for Small Business Owners

Press releases have long been a cornerstone of effective public relations, and for small businesses, they can be a game-changer. Whether you're announcing a new product, celebrating a milestone, or sharing exciting news, a well-crafted press release helps you connect with your audience and boost your brand visibility.

However, many small business owners shy away from writing press releases, thinking it’s too complex or resource-intensive. The truth is, creating an impactful press release is easier and more affordable than you might think—when you know the right strategies.

In this blog post, we’ll explore using press releases to promote small business online, breaking down their essential components, why they’re crucial for small businesses, and providing actionable tips to craft them effectively on a budget. By the end, you’ll have the tools to create press releases that drive real results.

What Are the Essential Components of a Press Release?

A successful press release is more than just a collection of words; it’s a structured communication tool designed to inform and engage. For small business owners, knowing the essential components can make crafting one straightforward and impactful. Here’s what every press release should include:

1. Headline

Your headline is the first thing readers and journalists will see. It should be concise, attention-grabbing, and include your key message. For instance, instead of “New Bakery Opens Downtown,” try “Downtown’s Sweet Spot: Grand Opening of Sugar Bliss Bakery.” The goal is to hook your audience immediately.

2. Subheadline (Optional)

A subheadline provides additional context and complements your headline. If your headline sparks curiosity, the subheadline seals the deal by offering a little more detail without giving everything away.

3. Body Content

This is where you answer the critical questions: Who, What, When, Where, Why, and How. Keep your sentences short and your paragraphs focused. For small businesses, it's also an opportunity to highlight your unique value or story. For example, if you’re launching a product, explain what makes it different and why it matters to your audience.

4. Quotes

Including a quote from a key figure in your business—like the owner or a department head—adds credibility and a personal touch. A quote could emphasize the mission behind the announcement or express excitement about the launch.

5. Contact Information

Ensure journalists or readers know how to reach you for further details. Include your name, phone number, email, and links to your website or social media.

6. Call-to-Action (CTA)

Though not always highlighted, a CTA can guide your audience on the next step. Whether it’s “Visit our website for more details” or “RSVP for our launch event,” make sure there’s a clear action for them to take.

Why Is a Good Press Release Important for Small Businesses?

1. Boosting Brand Visibility

Small businesses often operate with limited resources, making every small business marketing effort count. A well-crafted press release can provide significant benefits, enabling your business to achieve its goals without breaking the bank. Here’s why a good press release matters:

Press releases help you introduce your business to a broader audience. When picked up by media outlets or shared on social platforms, your message reaches potential customers who may not have heard of your brand otherwise. For instance, announcing a grand opening or a new service can position your business as a key player in your local community.

2. Attracting Media Attention

Journalists are constantly seeking newsworthy stories, and a compelling press release can put your business in their spotlight. By presenting your story in a professional format, you make it easier for media outlets to feature you in articles, blogs, or interviews. The result? Free publicity that can enhance your credibility.

3. Generating Leads and Driving Traffic

Beyond media coverage, a press release can directly impact your bottom line. For example, including a link to your website or landing page encourages readers to explore your offerings. Announcements about promotions, events, or launches can drive immediate engagement and sales.

4. Strengthening Your Reputation

Consistently sharing updates through press releases establishes your business as active and credible. It shows that you’re committed to staying connected with your audience and building a solid presence in your industry.

5. Cost-Effective Marketing

Unlike paid advertising campaigns, press releases are a cost-effective marketing option. Many small businesses can craft and distribute them in-house, saving money while achieving excellent results.

How to Write Press Releases Effectively on a Budget

1. Utilize Free or Low-Cost Tools

You don’t need expensive software to create a polished press release. Use free or affordable platforms like Google Docs for drafting or Grammarly for proofreading. Tools like Canva provide design options for headers at low costs. And for instant, industry-tailored press releases with minimal effort, consider Pressly. It’s an AI-driven platform that helps you generate a professional, ready-to-publish press release at just $15—no lengthy agency process required.

2. Write In-House or Outsource Affordably

If you or a team member has solid writing skills, you can handle press release creation internally. Alternatively, consider hiring freelancers on platforms like Fiverr or Upwork, where you can find skilled writers at budget-friendly rates.

5. Maximize Free Distribution Channels

Instead of paying for premium press release distribution services, start with free options. Submit your press release to local media outlets, community boards, and industry-specific websites.

6. Collaborate With Partners

Collaborating with other businesses or organizations can amplify your press release’s impact. For example, if you’re hosting a joint event, work with your partner to split the cost of distribution while gaining access to a broader audience.

How Should a Press Release Be Formatted

Proper formatting is essential to ensure your press release is professional, easy to read, and attractive to journalists. Following industry standards can make all the difference in whether your message gets noticed. Here’s a step-by-step guide to formatting a press release for small businesses:

1. Use a Clear and Concise Layout

Start with your logo or business name at the top for branding purposes. Below that, include the words **“FOR IMMEDIATE RELEASE”** in bold. Place the date of release under it, aligned to the left, and the contact information aligned to the right.

2. Craft an Attention-Grabbing Headline

3. Begin With a Strong Lead Paragraph

Your headline should be bold and centered at the top of the document. Use a larger font size than the body text to make it stand out. A subheadline can follow immediately below, offering more context in a smaller font.

The first paragraph should summarize the most important details of your press release. Think of it as your “elevator pitch” to journalists—short, impactful, and informative.

4. Use Short Paragraphs and Subheadings

Break up the body into bite-sized paragraphs with clear subheadings where appropriate. Journalists and readers alike appreciate content that’s easy to skim.

5. Include Visuals

Where possible, attach high-quality images or embed links to multimedia, such as product photos, event flyers, or logos. Visuals can enhance the appeal of your press release and increase its chances of being picked up.

6. End With a Boilerplate

A boilerplate is a standard paragraph about your business that appears at the bottom of every press release. It should include key details like your company’s mission, history, and core offerings.

7. Add Contact Information Clearly

Reiterate your contact details at the bottom of the release. Make it simple for journalists to get in touch with you for follow-ups or additional details.

8. Save and Distribute in the Correct Format

Save your press release as a PDF to maintain formatting or in a text-based format for easy editing. When submitting online, ensure the format is compatible with the platform’s requirements.

Common Mistakes to Avoid When Writing a Press Release

Even a well-intentioned press release can fall flat if it contains avoidable mistakes. For small business owners, understanding these pitfalls ensures your efforts are impactful and professional. Here are the most common errors to avoid:

1. Overloading With Unnecessary Information

One of the biggest mistakes is cramming too much detail into your press release. Stick to the essentials and ensure every sentence serves a purpose. Long-winded explanations can bore readers and distract from your main message.

2. Ignoring Your Target Audience

A press release is not just about your business—it’s about how your news matters to your audience. Tailor your language, tone, and content to address what your readers care about most.

3. Using Jargon and Overly Promotional Language

Avoid technical jargon or industry-specific terms that might confuse readers. Similarly, press releases should inform, not sell. Excessively promotional language can turn off journalists and make your release seem unprofessional.

4. Neglecting Proofreading and Editing

Errors in grammar, punctuation, or spelling can undermine your credibility. Always proofread your press release multiple times or have someone else review it before sending it out.

5. Missing a Clear Call-to-Action (CTA)

A strong press release doesn’t just inform—it prompts action. Whether it’s visiting your website, attending an event, or contacting you for more details, include a clear and compelling CTA.

6. Failing to Follow Formatting Guidelines

Press releases with inconsistent formatting or cluttered layouts are less likely to be taken seriously. Stick to the standard format and maintain a clean, professional appearance.

7. Forgetting to Add Contact Information

If journalists or readers can’t reach you, your press release loses its impact. Double-check that your contact details are prominently displayed and up-to-date.

Crafting a great press release can feel overwhelming, especially for small business owners juggling countless responsibilities. While understanding the essential components, formatting rules, and avoiding common mistakes is crucial, there’s an even simpler solution: Pressly. 😊

With Pressly, you can generate a perfect press release instantly, every time, for just $15 per release. It’s a life-saver for small businesses looking to boost visibility, attract media attention, and save time and money. Say goodbye to stress and hello to professional-quality press releases that make your business shine.

Ready to elevate your small business PR game? Try Pressly today!