Press Release Basics: How to Write One That Gets Picked Up
For small businesses, a press release can be one of the most effective tools for gaining visibility. Whether you’re launching a new product, hosting an event, or announcing a partnership, a well-written press release helps you share your story with the media — and with your community. But not all press releases are created equal. To get noticed, your release needs to be clear, compelling, and newsworthy.
Here are the basics Sarasota businesses should know to write press releases that actually get picked up.
1. Start With a Strong Headline
Your headline is the first thing journalists see, and it should immediately capture attention. Keep it short, direct, and informative. Aim to answer the “what” of your news in one sentence.
Example: “Local Sarasota Marketing Consultant Launches New Branding Services for Small Businesses.”
2. Lead With the Most Important Details
The first paragraph should answer the classic “who, what, when, where, and why.” Journalists are busy, and if they have to dig for details, they’ll likely move on.
3. Make It Newsworthy
Ask yourself: why would someone outside my business care about this? Tie your announcement to community impact, industry trends, or a broader story.
4. Keep It Concise
A good press release is usually one page, two at most. Focus on the key points, avoid fluff, and include quotes from business leaders or partners to add credibility.
5. Add Supporting Details
After your opening, include additional context — background on your business, relevant statistics, or a short explanation of how this announcement matters to your audience.
6. End With a Clear Boilerplate
The boilerplate is a short paragraph about your company at the end of the release. It gives journalists context about who you are and what you do.
Example:
“Kristina Sparacino is a Sarasota-based marketing consultant helping businesses grow through branding, PR, and creative strategy. For more information, visit [website URL].”
7. Include Media Contact Information
Always provide a name, email, and phone number so journalists know exactly who to contact for more details.
Turning Press Releases Into PR Wins
Press releases aren’t just announcements — they’re opportunities to share your story and strengthen your brand’s reputation. With the right structure and strategy, your news can capture attention and open the door to more visibility.
If you’re ready to amplify your business through PR, explore Kristina’s Public Relations services and learn how storytelling can put your brand in the spotlight.
