A press release is still one of the fastest, cheapest ways to get your business milestone in front of the press. The format hasn't changed in decades because it works — it gives a reporter a ready-to-publish story in the exact shape they expect. The problem for most small business owners isn't the writing; it's starting from a blank page.
This guide gives you the exact press release format, a fully worked example, a fill-in-the-blanks template you can copy and paste, and channel-by-channel versions — all free. Adapt it for a name change, a relocation, a merger, a grand opening, or any other milestone.
The anatomy of a press release
Every press release follows the same structure. Learn the parts once and you can write one for any milestone in minutes.
| Part | What it is | Why it matters |
|---|---|---|
| FOR IMMEDIATE RELEASE | Top-left label telling editors the news is not embargoed | Standard signal; omit only if you're holding for a specific date |
| Headline | One line: the news + the most interesting detail | Decides whether anyone reads on; aim for 8–12 words |
| Dateline | City, State — Date — | Tells editors where and when the news is from |
| Lead paragraph | Who, what, when, where, why — in 2–3 sentences | The only paragraph many reporters read; put the news here |
| Body paragraphs | Details, context, and a quote from the owner or leader | Gives journalists color and a usable quote |
| About the company | One short paragraph on what the business does | Boilerplate reporters can paste into a story |
| Media contact | Name, title, phone, email | How a reporter reaches you for follow-up |
| ### or -30- | End marker on its own line | Tells editors the release is finished |
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Write my announcement →The press release format, line by line
Here's the skeleton every release is built on. Copy it, fill it in, and you have a press release.
FOR IMMEDIATE RELEASE
[Headline — the news + one interesting detail, 8–12 words]
[CITY], [State] — [Date] — [Lead paragraph: who, what, when, where, why in 2–3 sentences. Lead with the news, not the company.]
[Body paragraph 1: one or two supporting details — scale, context, what changes for customers.]
“[Quote from the owner or leader — human voice, the why behind the news, a thank-you or a forward look],” said [Name], [Title] of [BUSINESS NAME].
[Body paragraph 2: logistics, availability, website, or next step for customers.]
About [BUSINESS NAME]: [One sentence on what the business does, where, and since when.]
Media contact: [Name], [Title], [Phone], [Email]
###
A fully worked press release example
Here's the format filled in for a fictional bakery relocation — the kind of milestone most small businesses announce. Read it once and the structure clicks.
FOR IMMEDIATE RELEASE
Riverbend Bakery Moves to Downtown Sellwood, Doubles Production, Adds Lunch Menu
PORTLAND, Ore. — February 18, 2025 — Riverbend Bakery, a Sellwood staple for 12 years, will reopen in a downtown space twice the size of its original shop on March 1, with a new all-day lunch menu and 10 added jobs.
The move to 220 SE Tacoma Street allows the bakery to add a full commercial kitchen, extend hours to 7 a.m.–7 p.m., and launch daily sandwiches, soups, and a weekend brunch.
“We outgrew our little corner shop three years ago and spent a long time looking for the right next home,” said owner and head baker Maya Rivera. “Downtown Sellwood gives us room to bake more, hire more, and finally serve lunch. To our regulars who've been with us since day one — we can't wait to feed you in the new space.”
Riverbend Bakery will close its original location at 811 SE 13th Avenue on February 24 and reopen at 220 SE Tacoma Street on March 1. Pre-orders for opening week are open at riverbendbakery.com.
About Riverbend Bakery: Founded in 2013 by Maya Rivera, Riverbend Bakery is a neighborhood bakery serving sourdough bread, pastries, and coffee in Sellwood, Portland.
Media contact: Maya Rivera, Owner, (503) 555-0142, [email protected]
###
Why it works:The headline is the news plus the most interesting detail (“doubles production, adds lunch menu”). The lead answers who, what, when, where, and why in one sentence. The quote is human and thanks regulars. The closing paragraph gives customers the exact dates and a next step. That's the whole format — every milestone press release is a variation on this.
Free fill-in-the-blanks press release template
Copy this version, replace every bracket, and you have a ready-to-send release. It works for a name change, relocation, new owner, merger, grand opening, anniversary, or leadership change.
FOR IMMEDIATE RELEASE
[BUSINESS NAME] [does the newsworthy thing] in [city/neighborhood] — [one interesting detail or benefit]
[CITY], [State] — [Date] — [BUSINESS NAME], a [one-line description], will [the news — what's happening, when, and where]. [One detail that makes it interesting: scale, a first, a benefit to customers].
[One supporting paragraph: what changes, why it matters, or what customers can expect.]
“[A quote from the owner or leader — in their voice. Say why you did it, what it means, and thank the people who got you here],” said [Name], [Title] of [BUSINESS NAME].
[Logistics: dates, address, hours, website, or how customers take the next step.]
About [BUSINESS NAME]: Founded in [year], [BUSINESS NAME] is a [one-line description] in [city/neighborhood].
Media contact: [Name], [Title], [Phone], [Email]
###
Milestone-specific headline templates
The body of the release stays the same; the headline changes with the milestone. Swap in your details:
| Milestone | Headline template |
|---|---|
| Name change | [OLD NAME] Becomes [NEW NAME] — Same Owners, Same Service, New Look |
| Relocation | [BUSINESS NAME] Moves to [Neighborhood] — [Bigger Space / New Menu / Added Jobs] |
| Grand opening | [BUSINESS NAME] Opens in [Neighborhood] on [Date] — [Opening-Day Hook] |
| New owner | [BUSINESS NAME] Under New Ownership — [Owner Name] Takes the Reins |
| Merger / acquisition | [Company A] and [Company B] Merge to Form [New Name] |
| Leadership change | [BUSINESS NAME] Names [Name] as New [CEO / Director] |
| Anniversary | [BUSINESS NAME] Celebrates [Number] Years in [City] — [Event or Offer] |
| Closing / retirement | After [Number] Years, [BUSINESS NAME] to Close [Date] — Final [Number] Weeks |
The pitch email that gets your release opened
Don't send a press release naked. A short, personalized pitch above the pasted release is what gets a reporter to read it. Here's a template that works:
Subject: Local business story: [BUSINESS NAME] [one-line news] in [neighborhood/city]
Hi [Reporter first name],
I've followed your coverage of [their beat / a recent story they wrote], and I thought you might be interested in a local business story coming up in [neighborhood].
[Two sentences on what's happening and why their readers care — e.g., “On March 1, Riverbend Bakery, a Sellwood staple for 12 years, is reopening in a downtown space twice the size, with a new lunch menu and 10 new jobs.”]
I've pasted the full press release below, and I'm happy to set up a quick interview with the owner or send photos. Would this fit your coverage this week?
Thanks for your time,
[Your name]
[Your title], [BUSINESS NAME]
[Phone] · [Email]
— — —
[Paste your full press release here]
Common press release mistakes to avoid
- Burying the news. If the actual announcement isn't in the first sentence, you've lost the reporter. Put the news in the lead, not the third paragraph.
- A headline that's a slogan, not the news.“A New Era for Riverbend Bakery” tells a reporter nothing. “Riverbend Bakery Moves Downtown, Adds Lunch Menu” tells them the story.
- No quote. A quote is the one part a reporter can lift directly. Without one, they have to chase you for a comment — and many won't.
- Sending as an attachment. Many newsrooms block attachments. Paste the release in the body of the email.
- Too long. One page, 400–500 words. Anything longer gets skimmed or skipped.
- No contact info. A reporter on deadline who can't reach you in five minutes moves on. Put a phone number, not just an email.
- Forgetting the “about” line. The boilerplate paragraph is what reporters paste into the story. Leave it out and they'll guess — or skip you.
Press release checklist
| Task | Done |
|---|---|
| Wrote a headline that states the news + one detail (8–12 words) | ☐ |
| Put the who/what/when/where/why in the lead sentence | ☐ |
| Included a human quote from the owner or leader | ☐ |
| Added an “about the company” boilerplate | ☐ |
| Listed a media contact with a phone number and email | ☐ |
| Kept it to one page (400–500 words) | ☐ |
| Ended with ### on its own line | ☐ |
| Wrote a personalized pitch email above the pasted release | ☐ |
| Pasted the release in the email body (no attachments) | ☐ |
| Sent mid-week, mid-morning, to a targeted reporter list | ☐ |
Generate your press release (and full announcement kit) in minutes
A press release is just one piece. A complete announcement also needs a customer email, social posts, and signage — all saying the same thing across every channel. Milestone Letters generates the full kit from a few details about your business and your milestone, formatted and ready to send.
Preview your full kit for free before you pay anything. Choose self-service and generate the complete kit instantly for $29, or choose done-for-you and our team writes it for you within 24 hours for $49. Either way, love it or your money back.
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