Press Release Writing for Small Businesses: Tips and Strategies for Success

A press release is a reliable public relations tool for spreading a brand's newsworthy story. It is effective for small, medium and large companies.    

With the right strategy, a successful press release will introduce your brand to a wide audience and even compel them to make a purchase. 

The Importance of Press Releases for Small Businesses 

A well-crafted press release can put your brand in front of your potential customers and investors. By sending it to the right media partner, you can get amazing exposure. 

You will also be able to create brand image and awareness, which is the first goal when building a small business.  This will also allow you to gradually build a strong relationship with journalists. This will make it easier for you to send out future press releases, especially when you need to deflect negative questions about your brand.   

For your information, there are several types of press releases: 

Launch of a new product or service,

Product update, 

Event announcement, 

Partnership announcement, 

Rebranding, 

Award announcement,  

Deflecting negative issues.     

How to Write a Press Release for Small Businesses 

Writing a press release is an art and requires precision. Because 1 wrong word can make it useless, especially if you use the wrong tone. Do not worry, you can follow these tips and strategies to write and distribute press release for your business: 

1. Write in the Right Format 

These are crucial elements that must be included in your press release: 

Compelling headline,  

An introduction, 

Valid source of information, 

Relevant fact(s), 

The main message, 

Contact information. 

2. Understand Your Targeted Audience 

Tailor your release to the needs and circumstances of your target audience. Write your release with a tone and approach that suits them. 

If you are targeting young people, use a slightly casual tone, but not too casual. Remember that you are sending a press release to one or more media partners who will also take your tone into account. 

If you are targeting potential investors, use a formal tone. Highlight your competitive advantage and financial health to attract them. 

3. Add a Background Story 

Telling the background story can touch the audience and compel them to share the release with their friends or even make a purchase. 

For example, if you develop an environmentally friendly skin care product, include the background story related to the environment. 

4. Provide Valuable Information  

Your audience may not have much time to read your release. Therefore, you should provide only the valuable information.   

In the first paragraph, use the 5Ws (Where, What, When, Who and Why) to answer the most important questions. In the second paragraph, include some credible and relevant information from the valid source, such as research or government statistics.      

5. Create a Compelling headline 

The headline is the first thing in your release that both journalists and the public will read. It should be eye-catching and reflect the main message of your release, but do not overdo it. The headline must contain the main message, but still make the audience curious enough to open and read your release.

When writing a headline, keep it short (max. 80 characters), use action verbs and be specific. Take your time to create a compelling headline.  

6. Choose the Right Time 

Whenever you get an idea for a press release, write it as soon as possible before it disappears. However, there is a right time for each type of release. 

Avoid sending releases at the weekend, when journalists are likely to be away and your target audience is unlikely to be checking their phones. Send during the week, but try not to send on Monday, which is the busiest day for journalists. Your email may get lost in the shuffle. 

So the best time to send a press release is Tuesday to Friday during normal business hours. If you are planning to launch a new product or service, send the release 2 weeks before your target publication date and give journalists time to review your release. 

If you want to deflect negative issues, send the release as soon as possible and try to reach the next journalist. 

7. Choose the Right Media Partner 

Make sure you send your release to the right media partners. The right media partners fit their niche so that your release will be picked up by the specialist journalist. This way your release will be edited and published as a stunning release.   

Press releases are important for businesses of all sizes. These are tips and strategies that can be used to create a successful press release for a small business. Good luck with your press release!