What’s The Best Press Release Template For A Small Business?
Many small businesses overlook press releases because they seem old-fashioned or complicated. Big mistake. A well-crafted press release cuts through digital noise, grabs media interest, and builds your reputation without breaking your budget.
A well-crafted press release picked up by media outlets reaches thousands of trusting readers. This third-party coverage carries credibility that paid advertising can’t match.
Building Digital Foundations
SEO press releases create permanent digital assets. When published on news sites, they establish backlinks and visibility that continue driving traffic long after the release. Unlike PPC ads, which require ongoing payment, these digital breadcrumbs work for years at no additional cost.
Controlling Your Narrative
When facing challenges or announcing changes, press releases let you directly shape public perception. They fill information gaps before rumors can take hold.
Expanding Reach Efficiently
Small teams benefit from marketing that works without constant attention. Once distributed, press releases for SEO continue generating exposure without demanding ongoing management, unlike social campaigns, which require constant updates.
Key Elements of an Effective Press Release Template
A good press release isn’t just about what you say – it’s about how you structure it. Getting these building blocks right dramatically boosts your chances of catching an eye.
The Headline: Your First Impression
Think of your headline as the make-or-break moment. Keep it under 10 words. Too long and eyes glaze over; too vague and it gets skipped. A sharp headline balances precision with punch. The best ones hint at your story’s value without giving everything away.
“Springfield Bakery Donates 10,000 Meals During Flood Crisis”
Notice how that pulls you in? It’s specific (10,000 meals), newsworthy (flood crisis), and positions the business in a positive light.
Adding the Date
Up top, nail down your geography and timing:
CHICAGO, IL – August 12, 2023
This seemingly small detail grounds your story in reality. It shows journalists that this news is fresh and relevant to specific locations. Skip this, and your release might land in the rejection pile.
First Paragraph: The Complete Story
Your opening needs to work overtime. Pack the who, what, when, where, why, and how into 3-4 sentences. Many users never read past this point, so make it count.
Bad example: “Our company is excited to announce a new product.”
Better: “Local Tech Solutions today launched SecureChat, an encrypted messaging app that helps small businesses protect client communications while meeting new federal privacy requirements.”
Body Content: The Meat of Your Message
Here’s where deeper details belong. Most press releases include 2-3 substantive paragraphs after the lead. Each should introduce fresh information, such as market context, technical specifications, and implementation timeline.
Don’t waste space repeating yourself. Every sentence should earn its keep.
Quotes That Actually Sound Human
Nothing kills credibility faster than a robotic quote. Skip the jargon-filled corporate-speak:
“We’re thrilled to leverage our synergistic capabilities to optimize customer satisfaction metrics.”
Instead, include something a real person might actually say:
“We created this app after hearing from dozens of small business owners worried about protecting client information. They needed something that wouldn’t require an IT department to set up.”
Your Boilerplate: The Mini-Biography
This standardized paragraph shouldn’t change much between releases. Think of it as your company’s brief autobiography. Include:
- When you started
- What you do
- Who you serve
- One standout achievement
- Your company values
Keep it under 100 words. It should give context without overshadowing your current announcement.
Contact Details
Never make journalists hunt for a way to reach you. List:
- A real person (not just "Marketing Department")
- Direct phone number (ideally mobile)
- Email address
- Response expectations ("Available for immediate comment")
This person should be prepped to handle questions and arrange interviews, not someone who will be blindsided when the media calls.
The Next Step: Guiding Their Action
End with a clear direction. What exactly should readers do? Visit a specific webpage? Download something? Attend an event? Apply by a deadline?
A fuzzy call to action (“For more information, visit our website”) misses the opportunity to channel reader interest into specific engagement.
Remember: Each element in your press release must earn its place. The best releases feel inevitable—as if the information couldn’t possibly be structured any other way.
Different Types of Press Release Templates for Small Businesses
Different situations call for different approaches when publishing a press release. Here are the most common templates small businesses should consider:
New Product or Service Announcement
This template focuses on introducing new offerings, highlighting key features, benefits, pricing, availability, and why the market needs this solution. When writing a press release for product launches, emphasize what makes your offering unique from competitors.
HEADLINE: [Company Name] Launches [Product/Service] to [Solve Problem] for [Target Market]
[CITY, STATE] – [DATE] — [Company Name] today announced the release of [Product/Service Name], designed to [primary benefit] for [target audience].
[Product/Service Name] addresses [market pain point] by [how it works/main features]. Unlike existing solutions, [Product/Service Name] offers [unique differentiator].
“[Quote from company executive about the significance of this launch and market need],” said [Name], [Title] at [Company].
Key features of [Product/Service Name] include:
– [Feature one and its benefit]
– [Feature two and its benefit]
– [Feature three and its benefit]
[Product/Service Name] is available starting [date] at [price/where to purchase]. For more information, visit [website].
[Company boilerplate]
Contact:
[Name]
[Phone]
[Email]
Company Achievement
This template is suitable for anniversaries, growth benchmarks, awards, and recognitions. It positions your business as established, successful, and forward-thinking.
HEADLINE: [Company Name] Celebrates [Achievement/Milestone] [Timeframe]
[CITY, STATE] – [DATE] — [Company Name] today announced [specific milestone/achievement], marking a significant development in the company’s [X]-year history.
Since [founding date/relevant timeframe], [Company Name] has [brief overview of growth/evolution], culminating in [this latest achievement]. This milestone reflects the company’s commitment to [core value/mission].
“[Quote from founder/CEO reflecting on achievement and looking forward],” said [Name], [Title] at [Company].
The achievement comes after [context/challenges overcome/work that led to this point]. Looking ahead, [Company Name] plans to [future goals/next steps].
[Additional data point or statistic that validates the achievement]
[Company boilerplate]
Contact:
[Name]
[Phone]
[Email]
Event Press Release Template
When organizing seminars, workshops, or community events, an event press release template helps attract attendees and media coverage.
HEADLINE: [Company] to Host [Event Name] on [Date]
[CITY, STATE] – [DATE] — [Company Name] will host [Event Name] on [Date] at [Location], bringing together [target attendees] for [purpose of event].
The [length of event] event will feature [main attractions/speakers/activities], focused on [theme/topic]. Attendees will [what they’ll learn/experience/gain].
“[Quote from event organizer about the significance or goals of the event],” said [Name], [Title] at [Company].
Event details:
– Date: [Date]
– Time: [Start time – End time]
– Location: [Full address]
– Cost: [Price or “Free”]
– Registration: [How to register]
[Additional paragraph about speakers, agenda highlights, or sponsors if applicable]
For more information or to register, visit [website] or contact [phone/email].
[Company boilerplate]
Contact:
[Name]
[Phone]
[Email]
Partnership or Merger Announcement
This template addresses business collaborations, focusing on combined strengths and enhanced customer benefits resulting from the partnership.
HEADLINE: [Company Name] Announces Strategic Partnership with [Partner Company]
[CITY, STATE] – [DATE] — [Company Name] today announced a strategic partnership with [Partner Company] to [main purpose/benefit of partnership].
The collaboration will bring together [Company Name]’s expertise in [specialty] with [Partner Company]’s leadership in [specialty] to provide [specific benefit] for [target market].
Under this agreement, the companies will [specific actions/initiatives], starting [timeframe]. Customers can expect [specific improvements/new offerings].
“[Quote from your company executive about partnership value],” said [Name], [Title] at [Company].
“[Quote from partner company executive about complementary strengths],” said [Partner Name], [Title] at [Partner Company].
[Additional paragraph about partnership details if relevant]
[Company boilerplate]
[Partner company boilerplate]
Contact:
[Name]
[Phone]
[Email]
Executive Appointment or New Hire
This template introduces new leadership, highlighting their experience and vision for the company’s future direction.
HEADLINE: [Company Name] Appoints [Name] as [Position]
[CITY, STATE] – [DATE] — [Company Name] today announced the appointment of [Full Name] as [Position], effective [Start Date].
[Last Name] brings [X] years of experience in [relevant industry/field], most recently serving as [Previous Position] at [Previous Company]. In this new role, [he/she/they] will be responsible for [key responsibilities] and will report to [Superior’s Title].
“[Quote from CEO/President about why this person was selected and their expected impact],” said [Name], [Title] at [Company].
[Brief background on the new hire’s relevant achievements, education, and expertise]
“[Quote from the new hire about their vision or excitement about joining],” said [New Hire’s Last Name].
[If applicable, information about predecessor/succession planning]
[Company boilerplate]
Contact:
[Name]
[Phone]
[Email]
Each of these templates serves as a foundation that you can customize based on your specific announcement and target audience. When publishing a press release, always remember to adapt the template to reflect your unique business voice and the specific needs of the media outlets you’re targeting. Your chances of getting media coverage and reaching your communication objectives will be much increased by choosing the right template choice.
Free vs. Paid Press Release Templates: Which One is Better?
When publishing a press release, small businesses have to carefully decide whether to invest money in paid services or use free templates.
Benefits of Free Templates
Free templates offer accessibility and convenience for businesses with minimal budgets. Numerous websites provide downloadable templates that cover basic formatting needs. These options work well for simple announcements and businesses just beginning to experiment with press releases.
Reliable sources for free templates include:
- SCORE.org
- HubSpot
- PRWeb's resource section
- Journalists' blogs and media outlets' guidelines
Advantages of Paid Templates
Paid services like PRNewswire, BusinessWire, and eReleases offer premium templates with several advantages:
- Professional formatting optimized for media pickup
- Distribution to targeted journalist networks
- SEO optimization tools
- Performance analytics
- Editorial assistance
The best press release service options typically provide templates designed by PR professionals who understand what journalists expect. This expertise increases your chances of media coverage.
When to Invest in Paid Options?
Consider paid templates and services when:
- Announcing truly newsworthy developments
- Targeting specific industry publications
- Needing wider geographic distribution
- Launching high-stakes campaigns
- Requiring professional guidance
The best press release service providers offer more than templates — they provide distribution networks and expert feedback that substantially improve your results.
Finding the Middle Ground
Many businesses find success by:
- Starting with free templates to understand basic structure
- Customizing templates based on industry examples
- Investing in paid services only for major announcements
- Using a hybrid approach with selective paid distribution
How to Get Maximum Value from Your Press Release?
To maximize the impact of your press release, consider these strategic approaches:
Strategic Distribution
The distribution method often matters more than the press release itself. Consider:
- Industry-specific outlets: Target publications your customers actually read
- Local media: Regional outlets often have higher acceptance rates for small business stories
- Online newswires: Services like PR Newswire reach broad audiences
- Social media channels: Share your release on all platforms with appropriate hashtags
- Your website: Create a dedicated "Press" or "News" section
When evaluating the best press release service for distribution, consider both reach and relevance rather than just total outlet numbers.
Timing Matters
Release timing significantly impacts pickup rates:
- Send between Tuesday and Thursday (avoiding Mondays and Fridays)
- Distribute early morning (before 9 AM) in the target media's time zone
- Avoid major holidays and news-heavy periods
- Time releases around relevant industry events or seasons
- Allow 1-2 weeks lead time for event announcements
Visual Elements
Modern press releases benefit from multimedia elements:
- Include high-resolution images (company logo, product photos)
- Add infographics for data-heavy announcements
- Consider embedding video links for demonstrations
- Provide screenshots for digital product launches
- Use bullets and formatting for scannable content
Follow-Up Strategy
Don’t just send your press release and hope for coverage:
- Follow up with key journalists 2-3 days after distribution
- Offer additional information or interview opportunities
- Provide supporting materials when requested
- Track which outlets publish your release
- Build relationships with journalists who show interest
Measurement and Analytics
Track these metrics to evaluate press release effectiveness:
- Media pickups (quantity and quality)
- Website traffic spikes
- Social media mentions and shares
- Sales or inquiry increases following release
- SEO improvements (backlinks, keyword rankings)
Many SEO press release distribution services provide analytics dashboards, making performance tracking straightforward.
FAQ
Keep your press release between 400-500 words (one page maximum). Journalists prefer concise, information-rich releases that can be quickly scanned. A longer release risks important details being overlooked or cut entirely.
Quality matters more than quantity. Send press releases only for genuinely newsworthy developments — typically 4-6 times annually for most small businesses. Excessive releases may cause journalists to ignore your communications.
Yes, customizing your press release for different audiences improves results. Create a master template, then adjust the angle, quotes, and technical details based on each outlet’s focus and readership.
For major announcements, professional writing assistance can significantly improve media pickup rates. However, using quality templates and following best practices, most small businesses can create effective press releases in-house for routine announcements.
Track specific metrics like website traffic increases, media mentions, social shares, and lead generation following release distribution. Set clear goals before release to enable meaningful performance evaluation.
Wait 2-3 business days, then send a brief, personalized email to key journalists. Reference your press release, offer additional information, and suggest interview availability. Avoid calling unless you have an established relationship with the journalist.
