A grand opening press release is a story sent to the media announcing the news of your upcoming opening day to generate media coverage and publicity. This helps get more people to attend your opening and expand your new business’ presence. To write a grand opening press release, identify your target audience, set up proper press release formatting, write your press release’s content, and then distribute it to media outlets and journalists.
Grand Opening Press Release Template (Free Download)
Like other types of press releases, the elements of a press release for a grand opening should follow a specific industry format—doing so increases your chances of earning media coverage for your event. To ensure that your press release follows proper formatting, download our free press release grand opening template below to use as a guide.
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A grand opening press release is the press release you send if you’re opening a brand-new business or store location in order to generate media coverage. A press release can increase your brand presence to the public—and it’s different from writing a media advisory, which is sent to members of the media to invite them to cover your event. If you need a refresher, learn everything you need to know about what a press release is and why it’s important.
Follow along the steps below to learn how to write a press release for a new business, aka a grand opening press release.
1. Identify Your Target Audience
To get started, determine who you want to attend your grand opening and the kind of customers you hope to attract afterward. When writing your press release, you’ll be writing to interest this target audience in particular. Once you have a clear target audience, list the details of your business that would be relevant to their interests and concerns.
For example, if you owned an organic restaurant targeting health-conscious customers, the items on your menu would probably be an interesting detail that would capture their attention. On the other hand, a dentist opening a practice might include information about specialties, free screenings, and their previous experience. Details like these will guide the headlines, content, and quotes that will go in your press release story.
Unsure how to define your audience? Learn how to craft customer personas to help determine your grand opening’s target audience.
2. Set Up Formatting
Journalists and media outlets expect press releases to follow basic formatting guidelines, which is why knowing the proper formatting is integral to knowing how to write a press release for a new business. Use Times New Roman or Arial font in size 14 pt bold for your headline, 13 pt italic for the subheadline, and 12 pt regular (not bold or italic) for your body, boilerplate, and contact information.
If you downloaded the new business announcement template above, the formatting for your announcement is already set up for industry standards. For more information or to double-check you have the proper format, check out our article on the press release format.
The standard press release format
3. Write Your Press Release
The process for how to write a press release for a new business opening involves creating a header, a body, and a press release boilerplate. The header includes your business name, contact information, and headline, while the body is for your press release’s main story. Finally, it ends with a boilerplate with overview information about your business.
Click on the headings below to learn more about each, along with some examples.
The header is the first thing journalists will see in your press release and should therefore be compelling and properly formatted. Journalists receive thousands of press releases every day, and if your press release header isn’t in the proper format, there’s a good chance they won’t read the rest of your content.
Center your logo or business name at the top of the document, then add your release date and contact information below. Below that, center your headline and subheadline, then left-align all the remaining text. Headlines should be capitalized and from 65 to 80 characters long, including spaces. Keeping it at this length also lets search engines pick up your story more easily and ensures it stays properly formatted when shared on social media.
Your headline should give readers a compelling reason to keep reading and attend your grand opening. Here are some tips for writing a compelling headline:
- Keep it straightforward and concise
- Tell people what’s in it for them
- Use the same angle and tone as your story
- Include your location
- Use active voice
- Use enticing language, but don’t exaggerate
Ideally, you should also include a subheadline to further pique readers’ interest. Subheadlines go just below the headline and are typically about 20 words.
Check out some sample grand opening announcement headlines below from different brands:
Pro tip: If you find yourself struggling to write your headline, consider writing it last. It could help you better grasp the overall message you want to send to the reader.
The first paragraph of your announcement should summarize the most important things you want your audience to know. Think of when you’re reading a news story—the most important details always come first. Be succinct in your first paragraph, then expand with more details and context in the body.
Here are a few things to remember when writing the first paragraph of your grand opening press release:
- Begin with the date and location: Start your press release with the date you want the release to be published and the city in which the press release originated.
- Answer “Who, What, When, Where, and Why”: Including these primary details about your event in your first paragraph gives journalists (and readers) the vital information they’ll need to attend your grand opening announcement.
- Keep it concise: Keep the first paragraph short and clear—ideally under 60 words. This way, readers instantly understand your message.
- Use simple and direct language: Avoid industry jargon and phrases or words that aren’t easily understood. Simple, easy-to-understand language makes your business more friendly and approachable to audiences.
The next two to three paragraphs of your announcement should provide more information and context about your event and overall business. This includes more context on the “who, what, when, where, and why,” quotes from relevant figures about your event, a reason why audiences should be at your event, and finally, a call to action.
Here are more elements to include in your press release body:
- Offer more details on the “who, what, when, where, and why”: The press release of your body is where you can show more details about your business and event and what makes them unique. For example, Ristorante Lucca’s press release gives descriptions of the restaurant’s dining spaces, menu offerings, and head chef, giving readers a more well-rounded picture.
- Give a reason to attend your opening day or event: To increase your grand opening’s attendance, offer a specific reason to attend. This might be a catered cocktail hour, a chance to meet a local celebrity or authority, or an exclusive discount for attendees.
- Add a quote: Provide social proof that it will be a fantastic event and that your business is worth checking out. Do this by adding a quote or two from the owner, a spokesperson, a customer, a celebrity, a local official, or an industry leader discussing their excitement for your new business.
- Include a call to action: A call to action (CTA) is a sentence in your press release leading your audience toward taking a specific action. It could be as simple as: “To learn more, visit us online at [website],” but it may also be more particular, such as: “Register to save your seat today.”
Additionally, you could include details such as event benefits and highlights, interesting information about your business, and supplemental images, videos, and links. Check out some sample content below of grand opening press releases:
A boilerplate is a one-paragraph (around 100 words) overview of your business at the bottom of your press release. It’s a concise “About” section that gives journalists more context about your business and its background. Along with your business’ background information, your boilerplate should include your operating details, such as your location and hours.
Your boilerplate is also where you can add contact details and a link to your website so that interested journalists can easily connect with you for more information. Here are a few more things to include in your boilerplate:
- What your business does
- How long you’ve been in business
- Links to high-profile reviews
- Links to videos about your company
- A link to your media kit or a media-targeted landing page
- Awards, honors, and recognitions
- Business size and scope, such as number of locations, number of employees, or geographic region(s) served
- What differentiates your business from competitors
- You company’s mission or vision statement
- Endorsements, memberships, or affiliations
- Industry leadership, such as products or technology pioneered
Below are some sample press release boilerplates you can draw inspiration from. Or, for more detailed guidance, follow our step-by-step instructions on how to write a boilerplate.
4. Distribute Your Press Release
After learning how to write a press release for a new business, the final step is to distribute it to media outlets. Success in gaining media coverage could even get your story on the local news. There are several ways to get your announcement out to the public, and you should use multiple tactics for maximum media exposure.
To start, distribute it directly to local media outlets and journalists and share it on social media. Email a copy to your contact list, neighboring businesses, and your local Chamber of Commerce. For guaranteed media exposure, you should also use one of the press release distribution services below:
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In addition to paid distribution with guaranteed placements, here are other ways to distribute a press release for a new business:
- Send it directly to local press contacts: Create a list with the email addresses of journalists and publications in your area, then send them your press release along with a pitch email. You can also email national journalists who regularly cover stories in your industry.
- Send it to local influencers and bloggers: You can send your press release to local influencers and bloggers who share content related to your industry. This is especially helpful for businesses in niche industries, where niche content creators (e.g., gaming or fashion bloggers) can better connect you with your target audience.
- Send it to local dignitaries: A guaranteed way to get attention and credibility for your opening is by having dignitaries, such as your local mayor or Chamber of Commerce, as guests. Send your media announcement along with an invitation letter to their email addresses or through their website—just be sure to give plenty of notice, as their schedules are usually full.
- Send it to industry publications: Industry publications have the benefit of being catered specifically to your industry’s audience. Some publications have contact forms on their websites that accept press releases. You could also manually send an email with your press release to a member of their editorial team.
- Post it on your website: If you have a business website, post your press release on it to increase its visibility and generate more awareness of your grand opening.
- Share it on social: Once you have a link to your published release (either from your website or when it’s published by news outlets), post the link to your social media pages so that your followers can also see, like, and share your news. Also, if your city has a social media community page, consider sharing it there.
For more information about how to get media coverage, check out our article explaining how to send a press release.
6 Grand Opening Press Release Examples
One of the best ways to learn how to write a press release when launching a new venture is to study examples of successful media statements. Below are six examples to take inspiration from when writing a press release for a new business.
1. Clinic Grand Opening
New Autism Therapy Clinic for Children in the Tri-State Area to Host Grand Opening
Caravel Autism Health’s press release (Source: PR Newswire)
A great example of a press release for new business announcements is from Caravel Autism Health. It follows all the standard grand opening press release formats, down to having all the important details within the first paragraph. The second paragraph expounds on more details about the clinic and why it matters, and the remaining paragraphs have quotes from the company’s CEO and clinical director before finishing off with a call to action and contact details.
Overall, the press release ticks off all the essential elements of a press release and gives all the important details without any fluff.
2. Real Estate Grand Opening
Richmond American Announces Grand Opening in Aurora
Richmond American’s press release (Source: PR Newswire)
Even if you don’t have any influential personalities to give quotes about your grand opening, you can still create an effective press release—this business opening announcement from real estate company Richmond American is proof of that. Like other press release openings, it starts with the event invitation in the first line, but it also includes a bulleted list of the model homes’ features and amenities, along with a photo, to entice home seekers to visit.
3. Retail Store Grand Opening
SHISEIDO Launches its First Standalone India Boutique Store in Mumbai, with their Skin Visualiser Providing Innovative Tech-Based Personalisation
Shiseido’s press release (Source: PR Newswire)
Retail stores often have high visual value as part of providing a good customer experience. This is why press releases for new businesses in the retail industry are often better with images, as in this example from beauty brand Shiseido. Adding images of your store makes it easy for customers to find if they decide to visit it. This press release also includes several quotes from key members of the company management, along with details of the products it offers.
4. Grocery Store Grand Opening
Natural Grocers® Invites Brighton, CO Community to Celebrate Grand Opening on September 30th, 2022
Natural Grocers® Press Release (Source: PR Newswire)
Natural Grocers has another great example of a straightforward new business press release. It has all the relevant information in the lead paragraph, including the location, date, and time of the grand opening, as well as a short rundown of the event. The subsequent paragraphs then give more context and details. There’s also a quote as social proof before finishing off with an informative boilerplate about the company.
5. Restaurant Grand Opening
Ristorante Lucca Announces Fall 2022 Grand Opening; Now Hiring Experienced Staff
Press release announcing the opening of Ristorante Lucca (Source: PR Newswire)
In this example, upscale restaurant Ristorante Lucca begins with a lead paragraph with major details about the grand opening and the restaurant’s facilities to entice readers to the event. The following paragraphs then expound on those details with descriptions of the restaurant’s menu and services. It also has quotes from its chef and managing partner, then ends with a short boilerplate with the restaurant’s description and location.
6. Service Facility Grand Opening
Grand Opening of Beacon of LIFE PACE Center Ocean County on September 29
Beacon of LIFE PACE Center Ocean County’s press release
This example of a service facility opening begins with the event’s location and time in its lead paragraph, then continues with quotes from staff members throughout the rest of the content. Its boilerplate also includes the company’s contact information, which is not only helpful but also shows that the company is always ready to assist people—a great look for service-based facilities.
Frequently Asked Questions (FAQs)
How do you write a press release for a grand opening?
To write a press release for a grand opening, first identify your business’ target audience, i.e., who you want to attend your event. Then, set up your grand opening press release’s format and fill in your content, including your headline, story, contact details, and boilerplate. In your content, include the details of your event, such as its location, time, and activities. You can also add quotes from personalities and some media. After writing it, send out your press release.
What is a press release for a grand opening event?
A press release for a grand opening event is an announcement sent to the media to inform them of a new business opening in hopes of gaining media coverage. Gaining media coverage generates more publicity for the grand opening and incites more people to attend, which in turn boosts brand recognition and helps jump-start sales.
What is the format of a press release?
The proper format of a press release should start with the header (including your company logo, contact information, and headline), then continue to the press release’s main story, before ending with a boilerplate. The header section should be centered, while the rest of the content should be left-aligned. Headlines are typically in capital letters and in 14 pt bold, with the rest of the content in 12 pt regular. It should be in Arial or Times New Roman font.
Bottom Line
Grand opening press releases are an effective promotional asset to get the word out about your new business and get people to attend your event—but only if they’re written and formatted properly. Follow the steps and download the template above to learn how to write a press release for a new business the right way. Then, when you’re done, send your press release out using a professional service like EIN Presswire to maximize your chances of media coverage.
