Have you launched a new product, opened a new office, or started a small business? Do you want to share that news with newspapers, news websites, and media outlets?
Learning how to write a press release is one of the simplest ways to do this. Many people think press releases are only for large companies, but that is not true. A small business can use a well-written press release to gain visibility in local and online media and reach more people.
In this guide by SP Tech Solutions, we will explain how to write a press release step by step. You will also learn when to write one, the correct press release format and structure, a ready-to-use template, a press release example, and the common mistakes to avoid.
What Is a Press Release and Why Is It Important for Small Businesses?
A press release is an official written statement sent to journalists so they can consider including the information in their news reports.
A press release is not an advertisement. In an advertisement, you speak directly to potential customers. In a press release, you give journalists the facts and explain why the news matters to their readers. That is why you should avoid big claims and focus on facts.
Press Release vs Blog Post vs Advertisement
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Press Release |
Blog Post |
Advertisement |
|
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Audience |
Journalists and media |
Your website visitors |
Potential customers |
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Tone |
Factual, neutral |
Informative, conversational |
Persuasive, promotional |
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Purpose |
Share news |
Educate or explain |
Sell a product or service |
|
Published on |
News sites and media outlets |
Your own website |
Paid placements |
Press releases are important for small businesses because they help build brand awareness and an online presence. They can also support your SEO efforts, and you can read more about this in our guide on the benefits of press release submission in SEO.
However, sending a press release does not guarantee that a newspaper, website, or news organization will publish your story.
When Should You Write a Press Release?
Before writing, ask yourself whether people outside your business will find this news interesting. Not every small update needs a press release. Consider writing one for:
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Launching a new product or service
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Announcing an investment or funding
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Forming an important partnership
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Receiving an award, reaching a milestone, or achieving a major goal
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Organizing an event, workshop, or exhibition
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Opening a new office or location
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Appointing a new CEO or senior team member
Types of Press Releases
The most common types are:
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Product launch: announces a new product or service
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Event: announces a workshop, webinar, or exhibition
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Partnership: announces a collaboration between two organizations
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Award or milestone: shares a recognition or achievement
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Company news: covers new offices, leadership changes, or funding
How to Write a Press Release: Format and Structure
Journalists receive dozens of emails every day and can judge a story within seconds. A clear press release format helps them decide quickly whether your news is worth covering. Follow this press release structure:
1. Headline
This is the first thing journalists notice. Keep it short, clear, and news-focused, usually between 10 and 15 words. Focus on the news, not on promoting your company.
2. Dateline
At the start of the first paragraph, mention the city and date, such as “New York, November 5, 2026.” This tells journalists where and when the news is happening.
3. Lead Paragraph
This is the most important paragraph. It should answer the five Ws and one H: Who, What, Where, When, Why, and How. Even if a journalist reads only this paragraph, they should understand the main news.
4. Body
Add two to three short paragraphs with details, background, and relevant statistics. Follow the inverted pyramid: most important information first, less important details later.
5. Quote
Include at least one quote from a responsible person, such as the CEO or founder. It should sound natural and add useful information. Avoid generic lines like “We are very excited.”
6. Boilerplate
Add a short “About Us” section of 50 to 100 words. Include your company name, what it does, the year it was established, and your website. This section usually stays the same in every press release.
7. Media Contact
Provide the contact person’s name, designation, email address, and phone number. Without contact details, journalists cannot reach you for more information.
8. Ending
Traditionally, three hash symbols (###) are placed at the end to show the release is complete.
Press Release Template (Copy and Use)
FOR IMMEDIATE RELEASE
[Headline: 10-15 words, focused on the news]
[City, Month Day, Year] – [Company name] has [announced/launched/opened] [what], [where], [when]. [One sentence on why it matters and for whom].
[Body paragraph 1: key details, facts, or statistics]
[Body paragraph 2: background or how it works]
"[Specific quote from founder/CEO explaining why this matters]," said [Name, Title].
[Optional: availability, pricing, or next steps]
About [Company Name]
[50-100 words: what the company does, year founded, location, website]
Media Contact:
[Name] | [Designation] | [Email] | [Phone] | [Website]
###Press Release Example for a Small Business
Here is a sample press release written with the structure explained above:
FOR IMMEDIATE RELEASE
SP Tech Solutions Updates Press Release Distribution Plans for Growing U.S. Businesses
New York, November 5, 2026: SP Tech Solutions, a digital marketing company, has updated its press release distribution plans for small and growing businesses in the United States. The Basic plan is priced at $250 and the Standard plan at $550.
Both plans include guaranteed placement on major news outlets, including Business Insider. The update is aimed at businesses that want to share news such as product launches, partnerships, and events but do not have their own media contacts. Full plan details are available at sptechsol.com/plans.
“Many small businesses have real news but no media contacts to share it with,” said a spokesperson for SP Tech Solutions. “The updated plans show which outlets and what price each plan includes, so business owners can decide before they commit.”
About SP Tech Solutions: SP Tech Solutions is a digital marketing company that provides press release writing and distribution, SEO, guest posting, content writing, and web development services. The company helps small and growing businesses share their news with media outlets and improve their online visibility. Its press release plans are designed for businesses that want clear pricing and distribution to recognized news websites. More information about the company, its services, and its plans is available at https://sptechsol.com/.
Media Contact: SP Tech Solutions, https://sptechsol.com/contact-us
Press Release Distribution: How to Send Your Release to Media
Writing the press release is only half the work. It also needs to reach the right people.
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Pitch journalists directly. Research reporters who cover your industry or city and send a short, personal email. Keep the subject line clear, for example “SP Tech Solutions Updates Press Release Distribution Plans for Growing U.S. Businesses.” Paste the release in the email body instead of attaching it.
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Use a distribution service. A press release distribution service can publish your release on news sites and syndication networks, which is useful when you do not have a media list. If you are comparing options, read our guide on how to choose the best press release distribution service and our breakdown of press release distribution cost.
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Publish it on your own website. Add the release to your newsroom or blog so it is easy to find and share.
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Share it on social media. Post the link on LinkedIn and your other business profiles.
Our team has also published releases on major outlets. For example, you can see how a distributed release looks on USA Today.
Press Release Writing Tips for Small Businesses
Avoid Promotional Language
Words like “perfect” and “outstanding” create doubt. Present facts and keep your message clear and straightforward.
Keep It Short
Use short sentences and get straight to the point. Try to keep your press release to one page or less, about 300 to 500 words.
Use Keywords Naturally
If you publish your press release online, include your main keyword once in the headline and once in the first paragraph.
Proofread
Spelling and grammar mistakes make your organization look unprofessional. Read your release carefully before sending it.
Common Mistakes to Avoid
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Hiding the most important information until the third or fourth paragraph
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Writing a weak or vague headline
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Announcing something that is not newsworthy
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Sending the release to the wrong journalists (for example, technology news to a sports reporter)
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Leaving out contact information or giving incorrect details
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Writing a very long release with unnecessary details
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Sending press releases repeatedly for minor internal changes
Before You Send Your Press Release
Run through this quick checklist before you hit send:
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Is there real news in the headline, not just your company name?
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Does the first paragraph answer who, what, where, when, and why?
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Does the quote say something specific, not just “we are excited”?
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Are the date, city, and contact details correct?
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Did you remove words like “best”, “perfect”, and “leading”?
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Are you sending it only to journalists who cover this topic?
If most of these answers are yes, your release is ready to go.
Don’t have the time to write it yourself? Our press release writing and distribution service covers both, and our content writing service can help with the blog and website side. You can see what is included on our plans page or contact us and tell us what news you want to share.
FAQs
Can a small business write its own press release?
Yes. The language does not need to be fancy. If your news is real and you follow the structure above, you can write a good one yourself. If you are short on time, a professional press release service can write and format it for you.
How long should a press release be?
One page or less is a good rule, usually 300 to 500 words. Use short sentences and include only what a journalist needs to understand the news.
What is the correct press release format?
A standard press release includes a headline, dateline, lead paragraph, body, quote, boilerplate, media contact, and ### at the end.
How do I send a press release to journalists?
Send a short, personalized email to reporters who cover your industry, with the release pasted in the body. You can also use a distribution service to reach more news sites.
Is a press release good for SEO?
It can help with brand visibility, referral traffic, and brand mentions, but it should be written to share real news, not only to build links.
