What Is a Press Release and Should Your Business Use It?

A press release is a short, factual document sent to journalists, editors, and news outlets to announce something newsworthy. It could be a new product launch, a significant business milestone, a major hire, an event, or a partnership. The goal is to give media contacts enough information to write a story — or to run the release itself.

Many small businesses assume press releases are only for large corporations with PR agencies on retainer. In reality, a well-crafted release sent to the right contacts can generate genuine coverage for businesses of any size, particularly in local and trade press. The key is understanding what counts as news and how to present it professionally.

What Goes Into a Press Release?

A standard press release follows a recognisable structure. It opens with a headline that communicates the news clearly, followed by a dateline (the city and date), then the body copy. The first paragraph should answer who, what, when, where, and why — journalists are busy, and if the key facts are buried, the release gets ignored. The rest of the release adds detail, context, and a quote from someone senior in the business.

At the end, include an "About" section (called a boilerplate) that briefly describes your company, and a press contact with a name, email address, and phone number. Keep the whole thing to one page if possible — two at the absolute maximum. Journalists receive dozens of releases a day and will not read an essay.

When Does a Press Release Make Sense?

Not every business update warrants a press release. A new product that solves a genuine problem, a notable award, a significant charity partnership, or a high-profile appointment can all make strong news hooks. Milestones like a landmark anniversary, a major expansion, or breaking a notable revenue figure also work if they are framed in a way that is relevant to readers — not just to you.

What does not work: announcing that you have redesigned your website, that you have moved offices, or that you are "proud to announce" something vague. These are not news stories. Before writing anything, ask yourself honestly whether a local journalist would want to share this with their readers. If the answer is uncertain, consider other channels first.

Where to Send Your Press Release

Target your distribution carefully. For most small businesses, local and regional newspapers, trade publications, and relevant blogs are far more valuable than national outlets. Build a list of journalists who cover your sector or your area, and send releases directly to named contacts rather than generic editorial inboxes.

Free distribution services like PR Newswire or ResponseSource can widen your reach, but they are most useful once you have a genuinely strong story. You can also repurpose a press release as a news item on your own website, which adds content and can support your SEO — particularly if other sites then link back to it.