Every small business has news worth sharing at some point. You might be opening a second location, hiring a key team member, winning a local award, or launching a new service. The harder part is getting that news in front of the people who care about it, including local reporters, industry publications, partners, and customers.

A press release is one of the oldest tools for the job, and it still works when used with care. This guide explains what a press release is, when a small business should send one, how to structure it, and what to expect afterward.

What a Press Release Is (and What It Isn't)

A press release is a short, factual announcement written for journalists and editors. Its purpose is to give a reporter everything needed to decide whether a story is worth pursuing: who is involved, what happened, when and where it took place, and why it matters.

It is not an advertisement. Editors receive many releases every week, and the ones that get ignored are usually the ones that read like marketing copy. A good release sounds like a news brief. It leads with the news, supports it with specific details, and leaves out the hype.

Releases also serve readers beyond journalists. Many businesses post them on their own website, where customers, lenders, and prospective employees can find a clear record of company milestones.

What Counts as Newsworthy for a Small Business

The most common mistake is sending a release when there is no real news. Before you write anything, ask whether a stranger would find this information useful or interesting. These topics tend to qualify:

• Openings and expansions. A new location, a renovated space, or a move into a new market.
• Leadership and hiring changes. A new owner, a senior hire, or a notable promotion.
• Funding and financial milestones. A grant, a loan, or an investment, when the company is comfortable disclosing it.
• Partnerships. A collaboration with another business, nonprofit, or local organization.
• Awards and recognition. Local "best of" lists, industry honors, or certifications.
• New products or services. Especially ones that solve a problem in a new way.
• Community involvement. Charity drives, sponsorships, scholarships, or volunteer programs.
• Original research or data. A small survey of local customers, for example, can interest trade media.

These topics usually do not qualify on their own: a minor website update, a routine sale, a slight price change, or a generic statement that the company is "excited" about the year ahead. If the only reason to send the release is to say your company exists, it is better to use another channel, such as a blog post or social media update.

Local angle matters here. A neighborhood bakery opening a second shop is a story for the town paper. The same bakery changing its hours is not.

The Standard Structure of a Press Release

Press releases follow a fairly consistent format in the United States. Sticking to it makes the document easy for editors to scan and reuse.

1. Headline. State the news in one clear sentence, ideally under 80 characters. Use active verbs and avoid adjectives like "revolutionary" or "game-changing."

2. Dateline. The opening line includes the city, state, and date. In Associated Press style, it looks like this: AUSTIN, Texas, Oct. 6, 2026 —

3. Lead paragraph. The first paragraph carries the main news and answers who, what, when, where, and why. A reader who stops after this paragraph should still understand the announcement.

4. Supporting paragraphs. Add context, such as background on the business, why the news matters, and relevant numbers. Keep each paragraph to two or three sentences.

5. Quote. Include one or two quotes from a founder, owner, or partner. A useful quote adds perspective or explains why the decision was made. Quotes that only say "we're thrilled" add nothing.

6. Boilerplate. This short "About" paragraph, usually two to four sentences, describes what the company does, where it operates, and when it was founded. Use the same wording across all releases so it stays consistent.

7. Media contact. List a name, email address, and phone number for follow-up questions. Reporters work on tight deadlines, and a release without a contact is often passed over.

Most releases run between 300 and 500 words, roughly one page. Longer ones tend to lose the reader.

Writing Tips That Editors Appreciate

A few habits make the difference between a release that gets read and one that gets skipped.

Write in the third person. Say "the company announced," not "we are happy to announce." The release should read as if a neutral party wrote it.

Follow AP style. Most US newsrooms use the Associated Press Stylebook. That means abbreviating certain state names in datelines, spelling out numbers under ten, and avoiding extra capitalization. Following it signals professionalism and saves editors from rewriting.

Be specific. Compare these two versions of the same sentence:

• Before: "Our team is excited to announce a major expansion that will benefit the community."
• After: "Greenway Landscaping will open a second location in Franklin on November 1, adding eight full-time jobs."

The second version gives a reporter something to verify and quote. Specific details such as dates, names, numbers, and addresses also make your announcement more trustworthy.

Cut the jargon. Write for a general reader. If a term needs explaining, either explain it briefly or replace it.

Proofread twice. Check names, titles, dates, and phone numbers. A single error can make an editor doubt everything else in the release.

Add something visual when it helps. A high-quality photo, such as the storefront or the new hire, gives a publication something to run alongside the story. Include captions and credit the photographer.

Where and How to Distribute a Press Release

Writing the release is half the work. The other half is getting it to the right people. Small businesses have several realistic options.

Your own website. Create a "News" or "Press" page and post each release there with the date. Even if no outlet picks it up, you now have a permanent, easy-to-find record of your milestones. Journalists often check a company's site when verifying details.

Direct pitches to local reporters. For most small businesses, this is the most effective approach. Find the reporter or editor who covers business, community, or your specific industry. Send a short, personalized email with the release pasted into the body of the message, since many people won't open attachments from unknown senders. Say in one or two sentences why the story is relevant to their readers.

Trade and industry publications. If your announcement matters to a particular field, such as restaurants, construction, or healthcare, the trade press may be a better fit than general news.

Community channels. Chambers of commerce, local business associations, and neighborhood newsletters often share member news at no cost.

Newswire services. National and regional wire services distribute releases to a large network of newsrooms and online outlets. They can extend reach, but they involve fees and don't guarantee coverage. Some businesses also work with agencies or digital marketing providers, such as SP Tech Solutions, for help with writing and distribution. Whether outside help makes sense depends on your budget, your timeline, and how often you have news to share.

Social media and email newsletters. Once the release is live, share the link with your existing audience. These channels won't replace media coverage, but they help your own customers see the news.

One practical note on timing: tuesday through thursday mornings tend to be better for pitching than Mondays, when inboxes are full, or Fridays, when many newsrooms are winding down. Avoid sending on major holidays or during a big breaking-news cycle.

Press Releases and Online Visibility

Many business owners ask whether press releases help with search engine optimization. The honest answer is that the effect is indirect and often modest.

Links inside releases distributed through wire services are generally treated by search engines as less valuable than links earned through genuine editorial coverage. Google has said publicly that it works to ignore links that appear to exist only to manipulate rankings. So it is a mistake to treat a release as a shortcut to better rankings.

The real benefits tend to be these:

• Credible coverage. If a local news site or trade publication writes about you, that article can rank for your business name and bring qualified visitors.
• Brand searches. People who read about your business often search for it afterward. A clear, accurate news record helps them find the right information.
• A reliable reference. Your own news page gives customers, partners, and reporters a trustworthy source.
• Relationships. Consistent, useful pitches help you build a rapport with the journalists in your area, which pays off over time.

Think of a press release as one part of a broader communication effort rather than a standalone ranking tactic.

Common Mistakes to Avoid

After reading many releases, editors tend to see the same issues repeatedly. Avoid these:

• Burying the news. If the announcement doesn't appear in the first paragraph, many readers will never reach it.
• Using promotional language. Phrases like "best in class," "industry-leading," or "unbeatable" read as advertising and weaken credibility. Let facts carry the message.
• Sending too often. A release for every small update trains editors to ignore your name. Save releases for real announcements.
• Leaving out contact details. Reporters rarely chase missing information.
• Ignoring local relevance. Tailor your pitch to the outlet's audience. A regional paper cares about your impact on the region.
• Skipping the follow-up. A single, polite follow-up email a few days later is reasonable. Repeated calls are not.
• Measuring only by pickups. Not every release will earn coverage, and that's normal. Look at other results as well, such as website visits, inquiries, and new relationships with reporters.

A Simple Checklist Before You Hit Send

1. Is the news genuinely new and relevant to a specific audience?
2. Does the headline state the news plainly?
3. Does the first paragraph answer who, what, when, where, and why?
4. Are quotes useful and attributed to a named person?
5. Are all facts, names, dates, and numbers verified?
6. Is the boilerplate accurate and current?
7. Does the release include a working media contact?
8. Is it free of hype and unnecessary jargon?
9. Is it under about 500 words?
10. Have you chosen the right outlets and people to receive it?

Final Thoughts

Used selectively and honestly, a press release can help a small business build a public record, strengthen its reputation, and create openings for coverage that would be hard to get otherwise. For businesses that want guidance on writing or distributing their announcements, providers such as SP Tech Solutions offer public relations and content support, though the strongest releases still come from clear facts and a genuine story.