How To Write A Press Release For Your Small Business

In the document itself, position your headline in the center, beneath your contact information, and avoid unnecessary verbal clutter.

Take inspiration from this sleek headline from a recent Apple release[2]: “Apple unveils Apple TV+, the new home for the world’s most creative storytellers.”

Oh, and you might consider writing a descriptive subheading, positioned beneath the main headline. Keep it within 20 words and expand upon the key message of your subject line. If it’s sufficiently engaging, your reader will decide then and there to read to the end.

• Don’t ‘bury’ the story

Press releases are supposed to be succinct. Yet you’d be surprised by the number of companies who naively assume that their mini masterpiece will be read to the end, and as such postpone their big reveal like a Game of Thrones cliff hanger. Make sure your news angle is contained in the first few lines, otherwise your meticulously-crafted release is destined for the bin.

• Find an angle

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Bearing in mind that many recipients won’t really, truly care about what you are saying, it’s worthwhile trying to find an interesting angle.

Does your news tie into something currently trending? Can you solve a problem that has recently been in the headlines? Perhaps you’re launching a new carbon fiber road bike on Cycle to Work Day.

Convey what your product or service has to offer the reader and you’ll maximize your chances of engagement.

• Make it personal

Are you blasting inboxes with the intention of maximizing coverage? Then you’re probably sending out a generic covering email and alienating journalists who might otherwise shine a spotlight on your content. Take some time to personalize correspondence, indicating that you selected that person because you thought they might harbor an interest in what you have to say. It might not always be the case but it will enhance your chances of success.

• Use a quote

Even if you’re well-known to the journalist in question – and let’s face it, as a small business you probably aren’t – it’s smart to deploy a quote in your press release, to mark yourself as distinct from the spammy press releases that so often hit journalists’ mailboxes. These clunky releases read as though they’ve been written by bots, so incorporating a quote in your release will show a ‘human face’. Quote a salesperson, quote a customer who left a glowing review, quote the CEO: just quote someone, and make sure the words are nice.

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