How to Write a Press Release That Gets Noticed: A Beginner’s Guide for Small Business Owners

Press releases are a powerful tool for generating media coverage—but writing one that actually grabs attention? That’s where many small business owners get stuck. Whether you’re launching a new product, opening a location, hosting an event, or announcing company news, a well-crafted press release can help you tell your story and get noticed by the media.

In this step-by-step guide, we’ll break down the structure, content, and tips to help you write press releases that not only get read—but increase your chances of media pickup. Building on the basics from Blog #1, we’ll show you how to turn your brand story into a compelling narrative the press can’t ignore.

1. Understand the Purpose of a Press Release

A press release is not an ad—it’s a piece of news designed to inform journalists, editors, and media outlets of something newsworthy about your brand. The goal is to present your story in a way that makes it easy for the media to cover.

Ask yourself:  

- Is this timely?

- Does it have a hook?

- Why should people outside my business care?

If your answer is yes to all three, you’re ready to start writing.

2. Press Release Structure: The Building Blocks

Here’s a simple structure to follow:

Headline:  Grab attention. Make it clear, concise, and benefit-driven. Think like a journalist—what’s the story?

Example: “BK Coffee Co. Launches Brooklyn’s First Zero-Waste Espresso Bar”

Subheadline (optional):  A short one-liner that supports your headline and adds more context.

Example: “Grand opening set for May 5 with free coffee tastings and local artist showcase”

Dateline:  Include the city and date (e.g., NEW YORK, NY – April 4, 2025)

Opening Paragraph (The Lede):  This is your hook. Who, what, when, where, and why—in one paragraph. Think: what’s the news?

Example: “BK Coffee Co., a sustainable coffee brand founded in Brooklyn, will officially open its flagship zero-waste café on May 5 at 47 3rd Ave, bringing together coffee, community, and conscious living.”

Body Paragraphs:  This is where you tell the story behind the announcement. Include quotes from founders or key stakeholders, data or facts, and background information about your business.

Tip: Quotes should sound human and add emotion or insight—not just repeat facts.

Boilerplate:  A short paragraph at the end that describes your company. Think of it like a mini “About Us.”

Example: “BK Coffee Co. is a Brooklyn-based coffee company focused on sustainability and community. Founded in 2020, the brand has grown from a small pop-up to a full-scale café known for its eco-conscious practices and local partnerships.”

Contact Info:  

Make it easy for press to follow up. Include a name, phone number, and email.

3. Writing Tips to Make It Pop

- Keep it clear and concise.One page is ideal—two max.

- Write like a journalist. Avoid fluff or salesy language.

- Use active voice. It makes your writing stronger and more engaging.

- Include real, compelling quotes. Give journalists something they can copy-paste.

- Proofread. Typos can instantly lower credibility.

- Include links. Make it easy for the media to find more info (like your website, media kit, or images).

4. Match Your Press Release to Your Brand Story

A great press release isn’t just informative—it’s an extension of your brand narrative. Make sure the tone, message, and values reflect your brand. If your story is about community, sustainability, or innovation, weave that into your press release. This is your opportunity to position yourself as not just another business, but one that stands for something bigger.

5. Distribution: Where to Send Your Press Release

Once your press release is ready, you can:

- Email it directly to relevant journalists or outlets. Personalize your message and explain why it’s a good fit for their beat.

- Post it to your website’s press/news page.

- Distribute through PR wire services like PR Newswire, Business Wire, or more affordable options like EIN Presswire or PRWeb.

- Use it as a blog post or social content —maximize your content!

Press releases are more than just a formality—they’re a way to share your story, elevate your brand, and create opportunities for media exposure. The key is making them clear, compelling, and aligned with your brand’s “why.”

Whether you’re flying solo or working with a PR agency, mastering the basics of a strong press release gives you an advantage in today’s crowded market. Your story is your superpower—now you have the tools to share it with the world.