Best way to approach a press release for a small business?

4 replies
I'm looking into creating our first press release, and I was hoping the WF could shed some light on the best approach for a service based business.

From what I've researched thus far, you want to make sure you have the proper angle, and you need to make sure you're not 'up selling' your work with buzz words and phrases (eg. the lowest cost widgets, best widgets money can buy etc.)

I'm looking to construct something that informs people as to who we are, what we do, and why we're different, but I'm struggling on figuring out 'how' to make it news worthy and not just another sales pitch.

Thanks in advanced ladies & gentleman!
#approach #business #press #release #small
  • Profile picture of the author tomcam
    No need to overthink it. Just structure it like a news article--all relevant information in the first sentence. The press release should also have a quote from the CEO or a company spokesperson, 3-5 bullet points, and some kind of low-profile call to action at the end ("Example Industries has a 10% off initial consultation for county customers; visit for more.")
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  • Profile picture of the author lotsofsnow
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    • Profile picture of the author JeffAtHuemor
      Originally Posted by hpgoodboy View Post

      It is probably easier to understand if you look at a few examples:
      Sample Press Release - wikiHow

      You can also go to or and search for press releases that have been submitted recently. Find something that is from your industry and that you like and then model your release accordingly.

      Another option is to hire somebody (for example Warrior for Hire section), pay something like 50 bucks and get it written. Future releases you can then write yourself based on the first one that you ordered.

      Actually if you are not completely broke it's much better to have a pro write it for you. You will spend 3 hours researching and then another 3 hours trying to write it and eventually you might not even like it... Just take 50 bucks, find somebody to do it and are be with it.
      Would it make sense to focus on a particular area (in terms of services) of my business opposed to my business in general? I'm not opposed to having a professional write it, but I'd like to make sure I'm taking a direction that's not "sales pitchy" as that appears to get shot down relatively quickly.
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  • With press releases I think it is important to not over-do it. Bring up all the major selling and informative points, but don't go into too much depth within the press release or you will lose a lot of readers. Keep it concise and to the point and if you are not a great writer then outsource it to someone who is. Hope that helps!
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  • Profile picture of the author asant76
    When it comes to writing a press release, there are many ways to angle it. For example, you can tailor your press release to feature a new promotion from your business.

    If you are a local business, you can include your City or region in your press release Title to help Geo-target your press release. Remember, that your press release should have an action associated with it.

    For example,

    Company DOES Something. (XYZ Launches New Program to Help Local Veteran Find Hope)
    Person DOES Sometime - (Dan Smith Awarded Top Real Estate Broken in Denver, CO)
    Small Business DOES Something (Atlanta-Based Charity Announces $10k Donation to ALT Medical Center)

    When writing your press release be sure it written in a way that would be appropriate for a journalist. Its better to stick to the facts and to NOT WRITE in first person, unless you are quoting a person.

    Do not write "we offer etc etc"... It should be "Company provides services to the metropolitan areas and serves the surrounding region."

    If you are targeting a particular areas for your business, that would be best. Pepper in Keywords that are relevant to your business and try to use them as anchor text links. Note, do not over do it either in terms of optimizing. Just write to tell your company's story.

    The biggest MISTAKE I see is that people try to submit articles as press releases. They are not articles and will be rejected.

    If you have any other questions, let me know. Cheers!
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