How to write a press release for a small business

The headline says what happened

Write the headline as a plain fact: who did what, and where. "Amsterdam bakery opens second shop in De Pijp" beats "A new chapter begins". Readers and editors should understand it without reading further.

The first paragraph answers the basics

Who, what, when, where and why it matters, in two or three sentences. If an editor only reads this paragraph, they should still have the story.

Then the details

Add the background: how the business started, what makes the product different, a number that matters (customers, locations, a funding amount you are allowed to share). Keep each paragraph short.

One real quote

A quote from the founder should sound like a person talking, not a slogan. Say something specific: why you did it, what surprised you, what comes next.

Practical information at the end

Dates, address, prices, a link to your website, where to find photos, and a contact person with an email address that is actually read.

What to leave out

Superlatives you cannot prove, long company history, jargon, and anything an editor would have to check twice. Shorter is better: one page is plenty.

Have news? You can also send your story to Meet New Brands. It is free and our editors read every pitch.