You have just done something worth shouting about: launched a product, hit a milestone, won an award, or opened a new location. The trouble is, nobody knows yet. That is exactly the moment a well-written press release earns its keep. It is the tried-and-tested way to tell journalists, local papers, and online publications that something newsworthy is happening at your business, in a format they can quickly turn into coverage. We say this to clients all the time: you do not need a big PR agency to get in the local paper, you need a clear story and a press release that makes an editor’s job easy.

Now, plenty of small business owners find the press release a bit mysterious, all formal phrasing and unwritten rules. The good news is that the format is simple once you know it, and following it well can be the difference between coverage and the delete button. Let us break it down.

What a press release actually is

A press release is a short, factual document that announces something newsworthy about your business to the media. It is written in a specific style, third person, factual, and to the point, so that a busy journalist can understand the story in seconds and, ideally, publish it with minimal editing. It typically includes a headline, an opening that covers the key facts, a few supporting paragraphs, a quote, and your contact details.

The point is not to advertise; it is to inform. A press release that reads like a sales pitch gets ignored, while one that tells a genuine story gets picked up. For a small business, it is a bridge between something you are proud of and the audiences who might read about it in a trusted publication, which carries a credibility that paid advertising simply cannot match.

Why press releases still matter for small businesses

In a world of social media and paid ads, the humble press release might seem old-fashioned, but it still delivers something valuable: third-party credibility. When a newspaper or respected website covers you, readers trust it far more than your own marketing.

It earns you coverage you have not paid for, putting your business in front of new audiences through the media they already trust. It builds authority, because being featured positions you as a business worth knowing about. It supports your SEO, since coverage on other websites can point links and attention back to yours. And it gives you content to reuse, from social posts to a proud line on your website. For a modest amount of effort, a good press release can punch well above its weight.

How to write a press release step by step

A strong press release follows a reliable structure. Here is the approach we walk clients through.

Start by making sure you actually have news, because journalists want stories, not adverts; a launch, an award, an expansion, a milestone, or a local initiative all qualify. Next, write a clear, factual headline that captures the story at a glance, avoiding clever wordplay that hides the point. Then nail the opening paragraph, covering the who, what, when, where, and why, because many editors read no further than this.

After that, add supporting paragraphs with the useful detail, ordered from most to least important, so the story still works if it gets trimmed from the bottom. Include a quote from you or a relevant person, since a good quote adds a human voice and is easy to lift into an article. Then add a short boilerplate paragraph about your business and your contact details, so a journalist can reach you easily. Finally, keep the whole thing to a page, proofread it carefully, and send it to the right people rather than blasting it everywhere. Get these steps right and you make coverage far more likely.

What to include and what to leave out

Knowing what belongs in a press release, and what does not, keeps yours professional. Here is a quick guide.

• A clear headline: include a factual, specific headline; leave out puns and vague teasers that hide the news.
• The key facts up front: include the who, what, when, where, and why early; leave out slow build-ups.
• A genuine quote: include a natural, human quote; leave out stiff, jargon-filled statements no one would say aloud.
• Contact details: include a name, email, and phone number; leave out a release with no way to follow up.
• Salesy language: leave out marketing hype and superlatives; include only what is true and verifiable.

The theme is clear: a press release should read like news, not an advert. The more you help a journalist tell the story, the more likely they are to run it.

Best practices that get you noticed

A few habits lift a press release from ignored to published. Lead with the genuine news and keep the whole thing tight, because editors are busy and reward clarity. Target the right journalists and outlets, sending your release to people who actually cover your area or industry rather than a giant untargeted list. And time it well, sending your release when the news is fresh and giving reasonable notice for anything happening on a specific date.

It also pays to write a personal line when you send it, since a short, friendly note to a specific journalist beats a faceless mass email. Make sure any images you offer are good quality, as strong visuals increase your chances of coverage. And always be available and responsive after sending, because a journalist who cannot reach you quickly will simply move on to the next story.

Common mistakes to avoid

Most press release failures are avoidable. The biggest is sending one when there is no real news, which quickly trains journalists to ignore you. Close behind is writing it like an advert, stuffed with hype that no editor will run. Then there is burying the story, making the reader wade through paragraphs before the point appears.

We also see businesses send releases to the wrong people, or to no one in particular, and wonder why nothing happens. Others forget contact details entirely, so even an interested journalist cannot follow up. And plenty send something riddled with typos or far too long, which signals a lack of care. Sidestep these and your release stands a real chance.

Where press and PR are heading

PR for small businesses is broadening beyond the traditional newspaper. Online publications, local blogs, newsletters, and podcasts are all hungry for genuine local stories, which means more opportunities for coverage than ever. We are also seeing press releases work hand in hand with social media, where a piece of coverage becomes shareable content that extends the story’s life well beyond publication day.

The essentials will not change, though. A strong press release still comes down to real news, a clear story, and making a journalist’s job easy. Master that, and whether the coverage lands in print, online, or in someone’s inbox, your small business gets the attention it deserves.

What counts as newsworthy for a press release?

Genuine news includes launches, awards, expansions, milestones, new hires of note, community initiatives, or research and findings. The test is whether a journalist’s readers would find it interesting or useful. If it only really matters to you, it is probably marketing rather than news.

How long should a press release be?

Aim for one page, roughly three hundred to five hundred words. Journalists are busy, and a concise, well-structured release is far more likely to be read and used. Put the most important information first, so the story still works even if the end is trimmed.

Who should I send my press release to?

Send it to journalists and outlets that actually cover your location or industry, ideally naming a specific person. A targeted, personal approach beats a mass blast every time. Local newspapers, relevant online publications, and industry newsletters are all good places to start.

Do I need to pay to get coverage?

Not usually. Earned coverage, where a journalist chooses to run your story, is free and more credible than paid placement. Some outlets offer paid features, but a genuinely newsworthy press release sent to the right people can secure coverage without any spend.

Your press release checklist

• Real news: you have a genuinely newsworthy story to tell.
• Clear headline: factual and specific, not a puzzle.
• Key facts first: the who, what, when, where, and why up top.
• A human quote: a natural quote that adds a voice.
• Contact details: a name, email, and phone number included.
• Targeted send: sent to the right journalists, personally.

Ready to get your business in the news?

A well-crafted press release is one of the most cost-effective ways for a small business to earn trusted coverage and get noticed. If writing one, or working out who to send it to, feels daunting, that is exactly the sort of thing we love to help with. Get in touch with Delivered Social for a friendly, no-pressure chat about your PR and marketing, and let us help you turn your good news into real coverage. Contact us today to get started.