As a small business owner, issuing press releases may fly below the radar of your day-to-day operations. However, press releases are not merely reserved for Fortune 500 companies; they can be essential communication points between communities and the local businesses serving them.

 

Press releases are usually oriented toward informing print media and traditional outlets, but they can also reach the public directly through your website or social media presence and go around gatekeepers. Although there are numerous circumstances in which you may want to issue a press release, here are a few of the most common reasons.

 

When you launch a new product or service, a press release can generate buzz and inform your target audience. It’s an opportunity to explain what’s new, why it’s important, and how it benefits potential customers. A well-crafted press release can lead to media coverage, driving interest and sales.

 

Sharing your company’s involvement in community activities or charitable events through a press release can enhance your public image. It demonstrates your commitment to social responsibility and helps build goodwill among local audiences. Highlighting these efforts can also differentiate your business from competitors and foster a stronger connection with your community.

The lead, or the first paragraph of your press release, is the most crucial element. It needs to grab the reader’s attention immediately and provide the essential information upfront. Journalists and readers often decide whether to continue reading based on this first paragraph. A strong lead must be informative, engaging, and to the point, encapsulating the point of your announcement.

 

“Zimmer Marketing, a leading marketing agency in Joplin, MO, today announced the launch of its innovative new website for KIX 102.5, designed to help listeners and fans connect with the station online.”

“On September 15, 2024, XYZ Corporation will open its first international office in Joplin, MO, marking a significant milestone in its global expansion strategy.”

These examples clearly communicate the who, what, where, when, why, and how, making it easy for journalists and readers to understand the announcement quickly.

Including comprehensive and accurate contact information is critical to any press release. This allows journalists and interested parties to follow up for more details or inquiries.

Company Name and Address: Ensure your business is easily identifiable by including the full name and address. This establishes legitimacy and context for your press release.

Press Contact: Designate a specific person who will handle media inquiries. Include their full name and title so journalists know who they’re contacting.

Phone Number and Email: Provide a direct phone number and email address for your press contact. Some reporters prefer calling, while others might email, so offering both options is ideal.

Website and Social Media Links: Include links to your company’s website and relevant social media profiles. These serve as additional resources where journalists can find more information or follow up on your announcement.

Place your contact information at the end of the press release, typically under a section labeled “Media Contact” or “For More Information.” Make sure the text is clear and stands out from the rest of the document, perhaps using a different font size or style. This ensures that even if someone is skimming the release, they can easily locate the contact details.

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