By definition, a press release is an announcement sent to the media that delivers newsworthy information. Small businesses use press releases to cultivate positive publicity and brand awareness for their companies. Journalists use press releases to find stories they can share to engage and grow the size of their audiences.
When I worked in the newspaper business, press releases could be my best friend or my worst enemy. For a newspaper editor, a good press release is gold. (Good press releases include the “five Ws” of a story: who, what, when, where, why, and how.) But many writers overlook the definition of a press release and send out mangled messes that are just too convoluted to be useful.
A good press release requires very little work from a newspaper editor, reporter, blogger, or television journalist. They can “lift” the press release and add a few details of their own or simply publish it as is. Bad ones leave reporters scratching their heads, wondering what the story is supposed to be about.
Leaning into my years as a newspaper man, I’m going to share with you the ins and outs of good press releases—and in the process, make you that news editor’s best friend. We’ll cover how press releases work, why using press releases is important, and some of the best resources for creating and sending press releases.
The Purpose of Press Releases
The main purpose of a press release is to get attention for whatever you’re announcing. This could be anything from a special event like a grand opening or festival to a major new hire or promotion, or the release of a new product or service. If you find your business in trouble because of negative publicity, you might even send out a crisis press release.
For example, here’s the press release that our parent company, TechnologyAdvice, released to the media when they acquired Marc Waring Ventures (and thus, the Fit Small Business website):
Before you set out to write and distribute a press release, take a moment to outline why you’re sending it. This is the main goal of your announcement. Ask yourself about the primary bit of news you want to convey and what makes it newsworthy. Ultimately, that needs to be what drives your press release.
Next, think about how sending your press release can benefit your business in terms of additional or secondary goals. (See example of goals for press releases, and how they benefit your business below.)
Common Goals: How Press Releases Benefit Small Businesses
Whatever the reason you’re sending a press release, it should be purposeful and written with the goal of gaining additional media news coverage. Additional coverage provided by journalists gets your story in front of more readers, increasing its reach and thus, the benefits your business receives from publishing the press release.
Besides your main announcement, here are some benefits you can target when issuing a press release:
- Brand presence: Press releases increase brand awareness by getting your story placed in major news outlets, sent directly to media in your industry, and more.
- Brand image and reputation: Press releases can position your organization in a positive light, such as showcasing philanthropic events or donations. They can also be issued for brand image repair, such as a crisis press release issued following negative press or to show how your company responded to fix a problem in your business.
- Buzz and viral news stories: Businesses often issue press releases or send media releases before holding crazy publicity stunts to ensure maximum media coverage.
- Brand credibility: A positive newsworthy announcement—like a new business launch, merger, acquisition, expansion, a new hire press release, or an award announcement—can position your company as a more credible one.
- Industry leadership: Press releases about product breakthroughs, industry disruptions, and awards and accolades can all secure your business’ reputation as an industry leader.
- Leads and sales: Press releases allow you to get your company in front of your target audience. You can even include a call to action that contributes to lead generation, such as a link that leads to a high-converting landing page on your website.
- Event coverage: Get the media to attend and cover your events, such as open houses, grand openings, or VIP customer events, by writing a media advisory and sending it in advance of the occasion.
- Improved search engine performance: Because many press releases get picked up by newswires, blogs, and other websites, a press release can boost search engine optimization (SEO) performance. Learn more about this benefit in our look at press release SEO and best practices.
Learn What a Press Release Is Through Examples
One way to learn more about what a press release is and how to use them effectively is to examine how other businesses use them.
See how other companies have used press releases to target specific business goals by checking out these press release examples. You’ll find more than a dozen examples of highly effective media releases for inspiration to write your company’s story.
Did you know? Press release statistics show that six out of every 10 journalists find media releases more useful than any other type of public relations (PR) asset.
How Press Releases Work
1. Identify a Newsworthy Announcement
The first step in how to use press releases effectively is to identify a newsworthy announcement. While at first this might seem challenging, there are many different types of press releases that merit media coverage, such as announcing:
- Business launches and grand opening events
- New products or services
- Publication of new books or collections
- Key new hires
- Business expansion or relocation
- Business closure
- Milestone events
- Publicity stunts
- Industry changes or disruptions
- Internal or external crisis management
- Charitable endeavors
- Partnerships, mergers, and acquisitions
- Business awards or recognition
The big question to ask is whether something happening in, to, around, or about your business or industry would interest your target audience for the press release. If the answer to that is “yes,” then it’s a great opportunity to increase awareness of your brand and build positive publicity with a press release.
2. Write Your Press Release
Follow our instructions for how to write a press release, a step-by-step guide to all things press releases. It includes a free press release template you can download and use to write your release more easily and increase your chances of gaining additional media coverage.
The template also includes the proper press release format to save you time in setting up your document. The common elements to include on any type of press release are:
- A header with your logo and the release date
- A compelling headline to attract your target audience
- A subheadline to add additional context
- The lead paragraph, which contains the who, what, why, when, and where of your story in a very concise way (often just one-two sentences)
- The body of your press release
- Multimedia (images, videos, charts, and so on) to increase engagement
- A call to action (CTA) to learn more
- A boilerplate describing your business (see how to write a press release boilerplate for examples)
- Contact information that members of the media can use to get more information
- A link to additional resources for journalists and to your media press kit
See the format media professionals use and get a free template in our article with the steps for how to write an AP style press release.
Pro tip: Writing a great press release isn’t just about what you include, it’s about what you avoid. See which common press release mistakes will hurt your announcement the most.
3. Distribute Your Press Release
Press releases are often published through paid distribution platforms to get guaranteed placements and target specific audiences. Top services even email your press release directly to newsroom editors and journalists who cover stories like yours.
Additionally, some businesses develop their own list of local or industry press and media contacts. Regardless of the method you use to distribute a press release, press contacts and media outlets are also actively sourcing newsworthy press releases, and someone at each outlet reviews them as they are received.
Read our guide on how to send a press release, which includes tips for building a media contact list and creating an effective pitch.
4. Get Additional Coverage (Hopefully)
Using a professional distribution service ensures guaranteed placements, meaning that your press release will be both published in online newswires and emailed directly to journalists who might want to cover your story.
Getting additional positive press about your business can get your story onto the news locally, regionally, or even nationally—in turn, exponentially increasing the benefits to your small business.
The key to landing more press is producing a publishable announcement. In many cases, outlets will simply publish a well-written press release as is. In the newspaper business, we call these press releases “page ready.” See what makes a good press release, including specific ways to make yours stand out.
Pro tip: Writing a “page ready” press release can greatly improve your chances of publication. When you’re crafting your press release, write it as a news article. Avoid first person (I/we/us), don’t oversell what you’re announcing, and try to write it in a neutral, “news” voice.
5. Land Positive Publicity, Track Results & Follow Up
With your story published and in the hands of potentially interested media, most of your work is done. And hopefully, the additional attention brings the results that you wanted, whether that was to get people to come to an event, visit your website, or even increase leads or sales for your company.
As with any type of public relations or small business marketing campaign, make sure you track results. This includes metrics like traffic driven to your website, press release views, clicked links, multimedia engaged with, and so on. If you use a professional distribution service, much of this will be at your fingertips automatically.
As far as follow up, be sure to reach out to any journalists who provided additional coverage to say “thank you.” Let them know of any additional or follow-up activities or related news that might interest them for a future story.
Pro tip: From finding the right angle to tips for writing and sending your press release, and what to do afterward, read through our list of press release best practices.
Best Press Release Resources for Small Businesses
Now that you know what a press release is, make sure you have all the tools and resources you need to write a press release that gets picked up. Here are some of the top resources for writing and distributing press releases, including affordable, cheap, and free tools and services:
- Press release writing: eReleases is our top pick overall for best press release writing services. However, for the most affordable press release writing, freelance writers at Fiverr are your best bet.
- Premium press release distribution: Guaranteed placements and targeted distribution within your desired locale, industry, and audience are key for getting the highest return on investment with press releases. Check out our list of the best press release distribution services, topped by EIN Presswire.
- Copy optimization: You can increase the visibility on Google by incorporating keywords that someone would type into an online search when looking for a story like yours.
- Free distribution services: Even if your budget is zero, you can use press releases to build your brand and promote your business. Check out our list of the best free press release distribution services.
Free Press Release Templates
We have preformatted templates for many different types of press releases you can download for free that will simplify the process and save you a ton of time:
- For the template most likely to appeal to journalists, use our AP press release template and step-by-step guide.
- Learn how to write an event press release with our free template.
- See what’s involved in writing a crisis management press release.
- Flex your creative muscles and see how to create a video news release to promote your business.
- Find out what makes a media advisory different from a press release, and how to write one.
Frequently Asked Questions (FAQs)
A press release you write and publish to generate positive publicity for your business is a form of advertising. It also typically requires a monetary investment for distribution or even for professional press release writing services—both of which can increase your chance of landing press coverage.
Press releases and media alerts are different. A press release includes details journalists need to decide if a story would interest their target audience. A media advisory (or media alert) is an announcement sent to invite journalists to attend an event and invite their audiences. For example, a media alert may contain an invitation to attend a new book launch vs a book press release that simply announces a book’s publication.
Writing a press release begins with developing a newsworthy angle and setting up a document in a standard press release format. Next, write engaging copy backed by supporting elements like compelling headlines, concise lead paragraphs, images, charts, graphs, or video. Then decide how to distribute your press release and track results.
Bottom Line
Press releases are the best means for sharing company news and announcements with journalists to get publicity for your business. To successfully land coverage, your release needs to be relevant to journalists and your target audience. It should be written in a neutral, professional tone, and it must be distributed to the right outlets and individuals.