The Perfect Press Release Format

In a world dominated by digital marketing and social media buzz, the humble press release might seem like a relic of the past. But for small business owners striving to stand out in competitive markets, a well-crafted press release is still a powerful tool to build credibility, enhance visibility, and tell your story. The key is knowing how to structure it effectively and ensuring it aligns with your brand’s voice and objectives.

Let’s explore why press releases remain relevant in 2025, the anatomy of a successful press release, common pitfalls, and actionable tips to make yours stand out from the crowd. Whether you’re announcing a new product, sharing a milestone, or responding to market trends, the right press release format can amplify your message to the right audience.

Why Press Releases Still Matter in 2024

Press releases are more than just announcements—they’re bridges that connect your business to journalists, potential customers, and industry stakeholders. Here’s why they’re still invaluable:

• 📈 SEO Benefits: A properly optimized press release can boost your online discoverability and drive organic traffic to your website. By including strategic keywords, your press release becomes an asset for long-term visibility in search results.
• 🤝 Credibility Boost: Media coverage based on your press release lends legitimacy to your brand. It’s a way to demonstrate authority and expertise in your field.
• 📣 Story Amplification: A well-written press release can be shared across social channels, newsletters, and other platforms, amplifying its reach and impact while maintaining a consistent narrative across mediums.

The biggest misconception is that press releases are only for major corporations. In reality, small businesses can use them strategically to showcase new products, announce milestones, or share partnerships—often at little to no cost. By leveraging local media outlets, niche publications, and online PR tools, small businesses can compete on equal footing with larger players.

The Anatomy of a Successful Press Release

A great press release is as much about structure as it is about content. Here’s a breakdown of the key elements on how to write a good press release:

1. Headline: Grabbing Attention in an Instant
   Your headline should be clear, concise, and compelling. Focus on the core value or newsworthy angle. Example: "Local Bakery Launches First Eco-Friendly Cupcake Line." A strong headline piques interest and sets the tone for the rest of the release.


2. Subheadline: Adding Clarity and Context
   Use the subheadline to expand on the headline, providing more detail without overwhelming the reader. Example: "Introducing a sustainable dessert option made with 100% biodegradable packaging." This line should complement the headline and encourage the reader to dive deeper.


3. Opening Paragraph: Hook Your Reader
   Start with the "what" and "why" of your news. This paragraph should answer:
   • ❓ What happened?
   • 🎯 Why does it matter?
   • 👥 Who’s involved?
   Example: "Sweet Treats Bakery, a beloved local business, is setting a new standard in sustainability by launching the region’s first eco-friendly cupcake line. This initiative aligns with growing consumer demand for environmentally conscious options."


4. Supporting Body: Context, Quotes, and Credibility
   The body of your press release provides supporting information, such as:
   • 📚 Background on your company or initiative.
   • 📊 Relevant statistics or market trends.
   • 💬 A quote from a company leader or stakeholder to add a personal touch.
   Example: "According to a recent survey, 72% of consumers prefer brands that prioritize sustainability. ‘This launch is more than just about cupcakes; it’s about taking responsibility for our planet,’ said Jane Doe, CEO of Sweet Treats Bakery." Adding credible sources or data strengthens your press release’s impact.


5. Boilerplate: Who You Are
   This is your company’s “about” section. Keep it brief and to the point, focusing on what sets your business apart. Example: "Sweet Treats Bakery has been delighting the community with artisanal baked goods since 2010. Known for innovation and quality, the bakery is a leader in sustainable practices."


6. Call-to-Action: What Comes Next?
   End with a clear call-to-action, whether it’s visiting your website, attending an event, or contacting your media relations team. Example: "To learn more about our eco-friendly cupcake line, visit www.supersweettreats.com or contact Jane Doe at press@supersweettreats.com." A compelling CTA ensures your audience knows exactly how to engage further with your brand.

Common Mistakes to Avoid

Even the best intentions can lead to press release mistakes. Avoid these pitfalls to maximize your impact:

• 🚫 Being Too Promotional: Press releases should be newsworthy, not sales pitches. Focus on the story and its relevance.
• 📄 Ignoring Structure: A poorly formatted press release is unlikely to be taken seriously by journalists. Adhering to the standard format ensures your release is professional and accessible.
• ✉️ Skipping Distribution Strategy: Sending your press release to irrelevant media outlets or not following up can waste your effort. Targeting the right audience and personalizing your outreach is key.

Additionally, avoid overloading your press release with jargon, as it can alienate readers. Write in clear, engaging language that resonates with both journalists and your target audience.

Tips to Make Your Press Release Stand Out

• 📖 Tell a Story: Frame your news within a narrative that connects emotionally with your audience.Stories are more memorable than plain facts.
• 📸 Incorporate Multimedia: Adding high-quality images, videos, or infographics can significantly boost engagement. Visuals not only enhance readability but also make your content more shareable.
• 🌐 Leverage Digital Channels: Beyond traditional media, share your press release on social media, blogs, and newsletters. These channels allow you to reach a wider audience and engage directly with your followers.
• ✍️ Personalize Outreach: Tailor your pitch to specific journalists or outlets that align with your story. A personalized approach increases the likelihood of media coverage.
• ⏰ Focus on Timing: Release your news when it’s most relevant, such as during industry events, seasonal trends, or following notable developments in your sector.

Closing Thoughts

As a small business owner, mastering the press release format can be a game-changer. It’s not just about spreading news; it’s about shaping how your business is perceived and creating opportunities to grow your audience. Each press release represents an opportunity to tell your brand’s story in a compelling way.

If the process feels overwhelming, tools like Pressly can guide you step-by-step to craft professional press releases tailored to your needs. Pressly is designed to remove all the hassle from the press release writing process by asking you a few simple questions about your announcement. Once you provide the details, Pressly’s AI generates a polished, professional press release that follows the standard format and includes all the key elements—from attention-grabbing headlines to compelling quotes.

This means you don’t have to worry about structure, tone, or formatting. With Pressly, even those with no prior experience can produce press releases that are ready to impress. Whether you’re announcing a groundbreaking product launch, a community initiative, or an exciting company milestone, Pressly ensures your message is clear, impactful, and professional. Start writing your next press release with confidence and ease using Pressly today.