How to Write a Press Release: Complete Step-by-Step Guide for Small Business Owners

A press release is one of the most powerful — and most misunderstood — tools in a small business owner’s marketing arsenal. When done right, a single press release can land you coverage in local news, industry publications, and online media that would cost thousands of dollars to replicate through advertising. When done wrong, it gets deleted before anyone reads past the headline.

This guide walks you through exactly how to write a press release that journalists will actually open, read, and publish — without hiring a PR agency or spending a dime.

What Is a Press Release?

A press release (also called a news release) is a short, factual document written in a specific format that announces something newsworthy about your business. It is written to be published directly by journalists and editors — which is why the format and style matter so much.

Press releases follow Associated Press (AP) style and are structured so a journalist can publish them with minimal editing. That is the entire goal: make the journalist’s job as easy as possible.

When Should You Write a Press Release?

Not everything warrants a press release. Journalists receive hundreds per day, and most go unread. Before you write one, ask: Is this genuinely newsworthy to someone outside my business?

Good reasons to write a press release:

• Launching a new product or service
• Opening a new location
• Winning an award or certification
• Announcing a partnership or collaboration
• Hosting a significant event
• Reaching a major milestone (10 years in business, 10,000 customers)
• Sharing original research or survey results
• Responding to a major industry trend

Bad reasons to write a press release:

• You updated your website
• You hired a new employee (unless they are very senior)
• You want more customers
• You are running a sale

The Anatomy of a Press Release

Every professional press release follows the same structure. Here is each element and why it matters:

1. FOR IMMEDIATE RELEASE (or Embargo Date)

This appears at the very top, in caps. “FOR IMMEDIATE RELEASE” tells journalists they can publish this right away. If you need them to wait until a specific date, write “EMBARGOED UNTIL [DATE]” instead.

2. Headline

Your headline is everything. It determines whether a journalist reads further or hits delete. A great press release headline is:

• Specific — it says exactly what happened
• Newsworthy — it has a “so what” that matters beyond your business
• Short — ideally under 100 characters
• Active voice — “Company Launches” not “Launch Has Been Announced By Company”

Weak headline: “Local Bakery Announces New Products”
Strong headline: “Nashville Bakery Becomes First in State to Offer Allergen-Free Wedding Cakes”

3. Subheadline (optional)

A one-sentence expansion of the headline that adds context. Not every press release needs one, but it helps for complex announcements.

4. Dateline

The city and date at the start of the first paragraph. Format: CITY, State, Month Day, Year — For example: NASHVILLE, Tenn., March 9, 2026

5. Lead Paragraph

The most important paragraph in your press release. It must answer the five W’s: Who, What, Where, When, and Why. Journalists are trained to put the most important information first. If your press release were cut after the first paragraph, would the essential news still be communicated? It should be.

6. Body Paragraphs (2-3)

Expand on the lead with supporting details, context, and background. Use the inverted pyramid style — most important information first, decreasing in importance as you go down.

7. Quote

Include one direct quote from a company spokesperson (usually the owner or CEO). This quote should add perspective, emotion, or context — not just restate facts. Journalists often use this quote directly in their coverage.

Weak quote: “We are excited to announce this new product,” said Jane Smith, CEO.
Strong quote: “We kept hearing from brides that they felt excluded from the wedding experience because of their food allergies,” said Jane Smith, founder of Sweet Nashville. “This line is our answer to that problem.”

8. Boilerplate

A standard 3-4 sentence paragraph about your company that appears at the end of every press release you send. Journalists use this for background information. Keep it factual and concise.

9. Media Contact

Your name, phone number, and email address so journalists can follow up. This is essential — never send a press release without it.

10. ### (Three Pound Signs)

Three centered pound signs (###) signal the end of the press release. This is standard industry practice.

Press Release Format Example

FOR IMMEDIATE RELEASE

[COMPELLING HEADLINE GOES HERE]
[Optional subheadline for additional context]

CITY, State, Month Day, Year — [Lead paragraph answering who, what, where, when, why. This should be 2-3 sentences maximum and contain the most newsworthy information.]

[Second paragraph: supporting details, statistics, context, background.]

[Third paragraph: additional details, how customers are affected, what makes this significant.]

"[Direct quote from company spokesperson that adds perspective or emotion]," said [Name], [Title] of [Company Name]. "[Second sentence of quote if needed.]"

[Optional: additional quote from partner, customer, or relevant figure]

About [Company Name]
[3-4 sentence boilerplate about your company. Include what you do, who you serve, when you were founded, and where you are located.]

Media Contact:
[Full Name]
[Title]
[Company Name]
[Phone Number]
[Email Address]
[Website]

###

Writing Tips That Get Press Releases Published

Write in third person

Never use “I” or “we” in a press release (except inside a quote). Write about your company as if you are an outside journalist: “Smith Consulting announced today…” not “We are excited to announce…”

Keep it to one page

The ideal press release is 400-600 words. Anything longer signals to journalists that you do not understand how media works. If you have more to say, put it in the boilerplate or offer a fact sheet as a separate document.

Use data when you have it

Numbers make press releases more credible and more publishable. “We served 500 customers this year” is weaker than “We served 500 customers this year, a 340% increase from 2024.”

Avoid superlatives and hype

Words like “groundbreaking,” “revolutionary,” and “world-class” are red flags that make journalists skeptical. Let the facts speak for themselves.

Localize your story

Local news outlets are significantly easier to get coverage in than national publications. If your story has a local angle, lead with it. “Nashville small business…” will get more attention from the Nashville Business Journal than a generic press release.

How to Distribute Your Press Release

Writing a great press release is only half the battle. You also need to get it in front of the right journalists.

Option 1: Direct outreach. Find the email addresses of journalists who cover your industry or local area and send the press release directly. This is free and often the most effective method. Use tools like Muck Rack to find journalist contacts.

Option 2: Press release distribution services. Services like EIN Presswire distribute your release to thousands of newsrooms, websites, and journalists simultaneously. Pricing starts around $99 per release and gives you significant reach, especially for online media and SEO.

Option 3: Build your own media list. Over time, collect the email addresses of journalists and editors who cover your industry. A personal relationship with even 5-10 journalists is more valuable than any distribution service.

Common Press Release Mistakes to Avoid

• Writing about yourself, not the news. Journalists care about their readers, not your business. Frame every announcement in terms of how it affects or interests their audience.
• Using the wrong format. A press release that looks like a blog post or advertisement will be ignored.
• Forgetting a media contact. If a journalist cannot reach you easily, they will move on.
• Sending at the wrong time. Tuesday through Thursday mornings are the best times to send press releases. Avoid Mondays (journalists are catching up) and Fridays (everyone is winding down).
• Not following up. A polite follow-up email 3-5 days after sending can significantly increase your pickup rate — but do not be pushy.

Write Your Press Release Now — Free

If you have news to share, do not let the writing process stop you. Our free AI Press Release Generator handles the formatting, structure, and AP-style writing automatically. You fill in your details, it does the rest.

Once you have your press release, you may also want to use our Media Pitch Writer to craft a compelling email to send it to journalists, or our Media Kit Builder to create a complete press kit to accompany it.