Securing media coverage can transform a growing company, but newsrooms receive far more pitches than they can ever cover. Using an effective press release template ensures your announcement delivers the exact facts a reporter needs without unnecessary friction. When your story is structured cleanly, editors can assess its value in seconds and decide whether to cover it.
Assume the reporter may read no further than the headline and first paragraph, so every headline, lead sentence, and quote needs to present clear, verifiable news straight away.
When a Small Business Should Send a Press Release
A press release is an official, factual statement delivered to media outlets to announce genuine news. Because journalists discard messages that read like marketing copy, small businesses should reserve releases for milestones with verifiable external interest.
Legitimate reasons to issue a release include:
- New product or service launches that solve a clear customer problem or introduce proprietary technology
- Funding rounds or major investments that signal category growth or expansion
- Strategic partnerships that combine capabilities to serve a wider market
- Key leadership appointments featuring seasoned industry executives
- Original research and industry reports drawing on unique company data to reveal broader market trends
If an update only matters internally, such as a minor website refresh or an everyday discount, skip the formal release. For everyday visibility, explore getting press coverage without a PR agency using direct founder commentary or contributed articles instead.
The Standard Press Release Template Structure
To make your announcement simple for newsrooms to repurpose, follow the industry standard structure. Below is the framework you can adapt for your announcement.
FOR IMMEDIATE RELEASE
(Or: EMBARGOED UNTIL [Date, Time, Timezone])
Headline: Clear, Direct Summary of the Story Under 100 Characters
Subheadline: One sentence adding key context, secondary data, or the wider impact
[CITY, County], [Day Month Year]. [Lead paragraph]: State the core news in two or three sentences answering who, what, when, where, and why. Ensure the announcement stands entirely on its own if an editor reads nothing else.
[Body paragraph 1: The Context]: Explain the industry problem, the catalyst for the development, or the commercial background. Include specific figures, dates, or technical details rather than vague claims.
[Quote 1: Leadership Perspective]: "[Insert an authentic perspective on what this means for customers or the market sector. Avoid empty corporate jargon such as 'delighted' or 'thrilled' and focus on the strategic intent]," says [Full Name], [Job Title] at [Company Name].
[Body paragraph 2: Execution and Availability]: Outline operational details, such as availability dates, geographical rollout, pricing tiers, or partner integrations.
[Quote 2: Customer, Partner, or Industry Third Party (Optional)]: "[A brief quote confirming the real-world value, validating the technical standard, or illustrating the shared partnership objective]," states [Partner Name], [Partner Title] at [Partner Company].
[Summary / Next Steps]: Conclude with where readers or industry buyers can find more documentation, view demonstrations, or access assets.
ENDS
Media Contact:
Name: [Contact Person]
Role: [Job Title]
Company: [Company Name]
Email: [Direct Work Email]
Phone: [Direct Phone Number]
Press Kit: [URL to Press Kit Assets]
Website: [Company Website URL]
About [Company Name]:
[A neutral boilerplate paragraph summarising what the company does, its founding year, location, core mission, and market footprint.]
When producing this document, Ergora's PR specialist can draft a polished release in your brand voice from a few rough bullet points. Ergora's Press Kit keeps your logos, executive bios and fact sheets in one place, ready to share the moment a reporter asks for them.
Press Release Example: Small Business Launch
Here is a worked example demonstrating how to write a press release using a fictional UK environmental technology company. Every name, figure, quote and contact detail in it is invented for illustration.
FOR IMMEDIATE RELEASE
HarbourTech Launches AI-Powered Water Filtration Units for UK Commercial Marinas
The retrofittable filtration system captures microplastics and fuel runoff before water reaches open harbours
BRISTOL, 14 May 2025. HarbourTech, a clean-technology manufacturer based in Bristol, has launched AquaFilter Pro, an autonomous filtration unit designed to capture microplastics and hydrocarbon residue at commercial marinas. The first six commercial units completed deployment across docks in Devon and Cornwall this week, treating over 120,000 litres of marina runoff daily.
Runoff from boat maintenance, refuelling operations, and synthetic hull materials is a persistent environmental headache for marina operators. HarbourTech designed the unit to capture fine particles and fuel residue before they reach open water.
"Marina managers need systems that run continuously without requiring daily manual cleanouts," says Marcus Vance, Founder and Chief Technical Officer at HarbourTech. "AquaFilter Pro installs directly into standard pontoon drainage channels, using automated pressure sensors to notify maintenance staff only when filter cores require swapping."
The unit requires no external plumbing overhaul and runs on integrated solar panels with battery backup. Commercial deployments across four additional South West harbour authorities are scheduled for the third quarter of 2025.
"Early monitoring at our Plymouth test site showed an 84 per cent drop in visible hydrocarbon sheen within four weeks of deployment," notes Sarah Jenkins, Operations Director at South West Marine Facilities. "The operational data gives us verifiable compliance reporting for local authorities."
AquaFilter Pro is available immediately for UK commercial facilities, with European availability opening later this year.
ENDS
Media Contact:
Marcus Vance
Founder and CTO, HarbourTech
press@harbourtech-example.co.uk
+44 (0)117 496 0123
https://harbourtech-example.co.uk/press
About HarbourTech:
Founded in 2023 in Bristol, HarbourTech manufactures autonomous filtration hardware designed to protect coastal waterways from industrial and recreational contamination. The company develops scalable environmental hardware for harbour authorities, commercial docks, and leisure marinas across the United Kingdom.
Common Mistakes That Get Small Business Releases Ignored
Even genuine news gets deleted if the pitch creates friction for the reader. Avoid these four common operational missteps:
- Burying the news under corporate backstory. Editors decide whether a story fits their beat in seconds. If your first sentence discusses your company's long-term vision instead of the actual milestone, the email will be discarded.
- Writing artificial quotes. Quotes containing phrases like "we are thrilled and delighted to announce this game-changing synergy" provide zero editorial value. Use quotes to express human intent, strategic reasoning, or an opinion on where the sector is heading.
- Attaching documents instead of using links. Newsroom security filters often block unknown emails containing PDF or Word attachments, and mobile reporters avoid downloading large files. Place the text directly in the email body and include a link to your press kit.
- Targeting irrelevant publications. Sending a regional manufacturing announcement to a national consumer lifestyle writer damages your sender reputation. Spend time reviewing journalist tracking platforms to ensure your contact list matches your industry vertical.
Pitching Your Announcement to the Right Journalists
A targeted list of ten relevant reporters will usually achieve more than an untargeted mass mailing to five hundred addresses. Before pitching, verify that each recipient covers the exact sector, product category, or geographic area of your announcement.
| Distribution Step | Practical Action | Desired Outcome |
|---|---|---|
| Beat Research | Review recent stories published by target reporters over the past month. | Confirms the journalist currently writes about your specific sub-sector. |
| Tailored Outreach | Send an email referencing their past coverage alongside your news summary. | Establishes immediate relevance and shows respect for their editorial focus. |
| Asset Preparation | Provide links to high-resolution imagery, fact sheets, and leadership bios. | Allows an editor to publish quickly without waiting for email replies. |
| Outreach Tracking | Record who you pitched, when, and any replies in one place. | Prevents duplicate pitching and guides appropriate follow-up timing. |
To manage this workflow smoothly, pair your distribution with media pitch templates journalists actually open. Ergora's Pitch Tracker records who you pitched, when, and who replied, while you send each email from your own inbox.
Mastering the Fundamentals of Newsroom Distribution
A successful press release functions as an information delivery tool, not a sales brochure. By providing clear facts, verifiable details, and accessible media assets, you make it easy for reporters to evaluate your story. Keep your template structured, keep your distribution targeted to relevant beats, and focus on delivering genuine news that benefits the publication's audience.
Frequently asked questions
How do I write a press release for a small business?
Start by identifying a single, verifiable news milestone such as a product launch, funding round, or significant commercial partnership. Structure the text using a clear headline, a concise lead paragraph answering who, what, when, where, and why, supporting operational details, an authentic executive quote, and a standard company boilerplate. Keep the tone strictly factual and avoid marketing hype or unsubstantiated claims.
What is the format of a press release?
The standard format begins with an availability line such as "FOR IMMEDIATE RELEASE", followed by a bold headline, an italicised subheadline, a location dateline, and a news-first opening paragraph. The body contains two or three explanatory paragraphs, one or two executive or partner quotes, and a clear contact section, followed by a company boilerplate and the traditional "ENDS" marker.
How long should a press release be?
A press release should be between 300 and 500 words, fitting neatly on a single page. Journalists prefer concise, skimmable announcements that outline the core facts without unnecessary operational background or filler. If an editor requires extended technical documentation or data tables, provide a direct link to an online press kit.
Do I need to pay to send a press release?
No, you do not need to pay for distribution services or expensive commercial newswires. Small businesses often achieve better results by pitching directly to a targeted list of ten to twenty relevant industry journalists via email. While paid syndication services broadcast releases across web aggregators, direct outreach to beat reporters is far more likely to secure original editorial coverage.
Should I send a press release or a pitch email?
You should send a short, personalised pitch email with the full press release pasted directly below your sign-off. The pitch email highlights why the story matters specifically to that reporter's readership in two to three sentences. Pasting the release text beneath ensures the reporter can review all supporting facts immediately without downloading attachments.
Can AI write a press release?
Yes, AI tools can generate a structured first draft of a press release when provided with specific bullet points, launch dates, and executive perspectives. The resulting draft should always be reviewed by a team member to verify factual accuracy, confirm dates, and refine the company's brand voice before distribution. Ergora's PR specialist can draft a release in your brand voice from a few bullet points, ready for you to check, edit and send yourself.