A press release that gets picked up by a journalist can generate more brand awareness in one day than months of social media posting — and the backlinks from media coverage are some of the most valuable SEO assets you can earn. But the overwhelming majority of press releases sent by small businesses go straight to the trash.
The reason is almost never the news itself. Journalists cover small businesses every day. The reason is execution: a weak headline, a buried lead, corporate-speak instead of a real story, or a release sent to the wrong person at the wrong publication.
This guide walks you through the complete anatomy of a press release that gets published — from the headline to the boilerplate to the pitch strategy. If you want a professional first draft fast, try our Press Release Writer.
What Counts as Press Release-Worthy News
The first decision is whether your news actually warrants a press release. Not everything does — and sending weak releases trains journalists to ignore your pitches.
Strong press release candidates: a new product or service launch, a significant business milestone (first 1,000 customers, $1M revenue, 10-year anniversary), a funding announcement, a major hire or partnership, a community initiative or charity event, an industry award or recognition, a response to a significant news event that affects your business or industry.
Weak press release candidates: a minor website update, a routine sale or discount, a new social media channel, or a general company update with no external relevance.
If in doubt, ask: "Would a journalist who does not know my company care about this?" If the honest answer is probably not, it is better to write a blog post than a press release. Journalists have limited time and goodwill — respect both.
The Standard AP Press Release Format
Press releases follow a strict conventional format because journalists are accustomed to scanning dozens per day. Deviating from the format without good reason signals amateurism.
**FOR IMMEDIATE RELEASE** (or your embargo date) — top left, bold
**Headline:** One sentence, title case, under 100 characters. Should convey the news and hint at why it matters. "Denver Bakery Becomes First in Colorado to Use 100% Locally Sourced Ingredients"
**Subheadline (optional):** Expands on the headline with context. One sentence, italicized.
**Dateline:** City, State, Date — "DENVER, CO, May 17, 2025 —"
**Lead paragraph:** The entire story in 2-3 sentences. Answer Who, What, When, Where, Why. Journalists decide whether to continue reading based on this paragraph alone.
**Body:** 2-4 paragraphs expanding the story. Include context, background, and implications. This is where the story breathes — but stay factual and newsy, not promotional.
**Quote:** One attributed quote from the founder or CEO that sounds genuinely human, not corporate. "We are excited about this opportunity" is worthless. "After three years of watching talented bakers leave the industry because they could not afford commercial kitchen access, we built something that actually fixes that." is news.
**Boilerplate:** 75-100 word "About [Company]" paragraph. Standard factual description.
**### (three hashtags):** Signals the end of the release. Any notes for the journalist ("Hi-res images available upon request") go after this.
Write your press release headline last, like a blog post title. After you have written the full release, you will know exactly what the most compelling angle is — then craft the headline around that single strongest point.
How to Write a Lead Paragraph That Makes Journalists Read On
The inverted pyramid is the foundational principle of news writing. The most important information goes in the first paragraph; background and details follow in decreasing order of importance. This is the opposite of how most people naturally write, which is why so many press releases fail.
Your lead paragraph must answer the five Ws — Who, What, When, Where, Why — in 40-60 words. Every word must earn its place. "Denver-based artisan baker Maria Chen has launched a community kitchen co-op serving 24 local bakers, following three years of research into the barriers facing Colorado's small-scale food producers."
What not to do in the lead: do not start with the company name followed by "is pleased to announce." This cliché signals immediately that the release was written from a marketing rather than a news perspective. Never begin with a quote. Do not open with background or history — save that for the body.
Press Release Distribution: Getting Your Story to the Right People
Even a perfect press release goes nowhere if it reaches the wrong journalists. Distribution strategy determines results more than most small business owners realize.
**Targeted email pitching:** Research the specific journalists who cover your topic at the publications your customers read. Personalize the email pitch with one sentence about why this story fits their specific beat. Send to 10-20 journalists personally before using any wire service.
**Wire services:** PR Newswire, Business Wire, and eReleases distribute releases to thousands of journalists and news aggregators simultaneously. Costs range from $200 to $1,000+. Worth it for major announcements; overkill for smaller news.
**Free alternatives:** PRWeb (low cost), EIN Presswire (free tier available), and Newswire.com for budget-conscious businesses.
**Local media:** Local newspapers, TV stations, and business journals are underutilized by small businesses. Local news desks actively look for small business stories — your local angle is a genuine competitive advantage over major brands.
Common Mistakes to Avoid
- "We are pleased to announce" as an opening — cliché that signals marketing copy, not news
- Missing the lead paragraph — burying the actual news in paragraph three
- Using superlatives: "world-class", "industry-leading", "best-in-class" — meaningless and damaging to credibility
- Sending to generic media@ or press@ email addresses without researching the right journalist
- Forgetting to include media contact information — journalists need to know who to call for more details
- No quote or a quote that says nothing meaningful ("We are excited about this milestone")
How Our Free Tool Helps
Our Press Release Writer formats your announcement into standard AP structure automatically. Enter your company name, the news, the date, a leadership quote, and your boilerplate — the tool generates a complete, properly formatted press release ready to edit and distribute.
The output follows the standard format journalists expect: FOR IMMEDIATE RELEASE header, strong headline, dateline, inverted-pyramid body, attributed quote, boilerplate, and ### end marker. It also suggests edits to quotes that sound too corporate and flags weak leads.
Conclusion
A well-written press release builds media relationships, generates backlinks, and drives brand awareness far beyond what paid advertising can achieve at the same cost. The keys are newsworthy content, the right format, a strong headline, a factual lead, and targeted distribution.
For a professional press release draft in minutes, try our Press Release Writer. To amplify the story after media coverage, pair it with our About Us Page Writer to ensure your website matches the impression your press coverage creates.