A press release is the most direct way to get your business milestone in front of the press. When written well, it gives a reporter everything they need to write a story — the facts, the quotes, the context — in a format they recognize and trust. When written poorly, it gets deleted in three seconds.
The good news: writing a press release isn't mysterious. It follows a clear structure, a specific tone, and a set of conventions that anyone can learn. This guide walks you through the entire process — from finding your news angle to formatting the final document — and gives you a free, copy-paste template at the end.
What is a press release (and when do you need one)?
A press release is a short, factual, news-style document that announces something newsworthy about your business to the media. It's written in the third person, follows a standard format, and is designed to give journalists a story they can publish with minimal additional work.
You need a press release when your business has a milestone that's genuinely newsworthy — something a reporter or a community publication would consider a story. Common examples:
- A business name change or rebrand
- A new location or grand opening
- A business relocation
- A merger or acquisition
- A leadership change or new CEO
- A new product or service launch
- A major award or recognition
- A business closing or retirement
- A partnership or strategic alliance
You probably don't need a press release for a seasonal sale, a new hire (unless it's an executive), or a minor product update. Save it for milestones that genuinely matter to your community, your industry, or your customers.
Not sure whether to write it yourself, use a kit, or hire a copywriter? See our full DIY press release kit vs. hiring a PR copywriter comparison — cost, turnaround, what you get, revisions, and who each option is best for, side by side.
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Write my announcement →The anatomy of a press release: every section explained
A standard press release has eight components. Get all of them right and editors will take you seriously. Skip one and they may not.
| Section | What it is | Why it matters |
|---|---|---|
| “FOR IMMEDIATE RELEASE" | A line at the top indicating the release is ready to publish | Tells editors there's no embargo — they can run it now |
| Headline | A single, compelling sentence that captures the news | This is the first thing an editor reads. If it's boring, they stop. |
| Dateline | City, State — Date — | Tells editors where and when the news is happening |
| Lead paragraph | The opening paragraph that answers who, what, when, where, and why | The most critical paragraph — if an editor reads nothing else, they read this |
| Body paragraphs | Supporting details, context, and background | Gives the reporter enough to flesh out a story |
| Quote | A direct quote from the owner, founder, or leader | Adds a human voice and gives journalists a usable quote |
| Boilerplate (“About") | A one-paragraph description of the business | Provides context and often gets printed verbatim |
| Media contact | Name, title, phone, and email of the contact person | If a reporter wants to follow up, they need to reach you |
Step-by-step: how to write your press release
Step 1 — Find your news angle
Before you write a word, identify the single most important thing about your announcement. A name change isn't just “we have a new name" — it's “we've grown into a new market and our name now reflects that." A relocation isn't just “we moved" — it's “we've doubled our space to serve more customers." The angle is the story behind the fact.
Ask yourself: why would a reader care? What's different because of this? That's your angle.
Step 2 — Write the headline
Your headline should be one sentence, under 100 characters, that captures the news and the angle. It should read like a news headline — factual, not promotional.
Good:“Riverbend Bakery Relocates to Downtown Main Street — Expanded Space and Menu"
Bad:“Riverbend Bakery is Excited to Announce Our Amazing New Location!!!"
Notice the difference: the good headline is factual, specific, and includes the benefit. The bad one is promotional, vague, and uses exclamation points — an instant red flag for editors.
Step 3 — Write the lead paragraph
The lead (or “lede") is the most important paragraph in the entire release. It must answer the five W's — who, what, when, where, and why — in 2–3 sentences. If an editor reads nothing else, they read this paragraph to decide whether the story is worth their time.
Example lead:“PORTLAND, Ore. — February 20, 2025 — Riverbend Bakery, a neighborhood bakery serving Portland for over 12 years, announced today that it has relocated to 145 Main Street, effective March 1, 2025. The new location offers twice the retail space, a dedicated seating area, and an expanded menu including full lunch service."
In two sentences, we know: who (Riverbend Bakery), what (relocated to a new address), when (March 1, 2025), where (145 Main Street, Portland), and why (expanded space and menu). That's a complete lead.
Step 4 — Write the supporting body
The body paragraphs expand on the lead with supporting details: background on the business, the reason for the milestone, what changes for customers, and what stays the same. Keep it factual and concise — 2–4 paragraphs is usually enough.
Follow the “inverted pyramid" principle: the most important information goes first, with progressively less critical details below. If an editor cuts the release from the bottom up, the story still makes sense.
Step 5 — Add a quote
Include at least one quote from the owner, founder, or key leader. The quote should add something the facts can't — emotion, vision, or context. It should not just repeat what the lead paragraph already said.
Good quote:“We've outgrown our original spot, and this move lets us serve our customers in a whole new way. What hasn't changed is our team, our recipes, and our commitment to this community."
Bad quote:“We are very excited about this relocation and look forward to serving our customers at our new location."
The good quote is specific, human, and tells you something new. The bad quote is generic filler that could be about any business.
Step 6 — Write the boilerplate
The “about" section is a one-paragraph description of your business that goes at the end of the release. It should cover what you do, who you serve, and how long you've been around. This paragraph often gets printed verbatim by publications, so write it carefully.
Example boilerplate:“About Riverbend Bakery: Founded in 2013 by Maria Chen, Riverbend Bakery is a Portland-based artisan bakery offering handmade breads, pastries, and custom cakes. The bakery sources locally grown flour and ingredients from Oregon farmers."
Step 7 — Add media contact information
End the release with a clear media contact: name, title, phone number, and email. If a reporter wants to follow up, this is how they reach you. Make it easy.
Step 8 — Proofread
A single typo can undermine your credibility. Read the release aloud, run a spell check, and have someone else review it before you send. Press releases should be flawless.
Free press release template (copy-paste)
Here's a complete, fill-in-the-blank template you can use for any business milestone. Replace the bracketed placeholders with your details and you're ready to send.
FOR IMMEDIATE RELEASE
[BUSINESS NAME] [Action Verb: Announces / Relocates / Opens / Acquires / Rebrands] [Key Detail] — [Benefit or Significance]
[CITY, State] — [Date] — [BUSINESS NAME], a [one-line description of your business], announced today that it [what happened: has relocated to / has opened / has merged with / has changed its name to / has named] [specific detail], effective [date]. [One sentence on the key benefit or reason].
“[A quote from the owner or founder that adds emotion, vision, or context — not just restating the facts],” said [NAME], [title] of [BUSINESS NAME]. “[Second sentence of the quote, often addressing what stays the same or what's ahead].”
[BUSINESS NAME] has served [CITY/region] for [number] years, offering [brief description of products or services]. [1–2 sentences of additional context — the reason for the milestone, what changes for customers, what stays the same].
[If applicable: Customers will see [specific change] starting [date]. All existing [contracts / contacts / orders] remain in effect. The business can be reached at [phone] and online at [website URL].]
About [BUSINESS NAME]: [One paragraph describing your business — what you do, who you serve, how long you've been in business, and anything notable about your mission or values.]
Media contact:
[Name]
[Title]
[Phone]
[Email — or use [email protected] as a general contact]
Press release formatting rules
Formatting matters. Editors are used to seeing press releases in a specific format, and deviating makes you look amateurish. Follow these rules:
- Keep it to one page. 400–500 words maximum. If it's longer, editors won't read it.
- Use a standard font. Times New Roman or Arial, 11 or 12 point. No fancy fonts or colors.
- Start with “FOR IMMEDIATE RELEASE.”All caps, at the top, centered or left-aligned.
- Put the headline in bold.One sentence, centered or left-aligned, below the “FOR IMMEDIATE RELEASE" line.
- Use a dateline.“CITY, State — Date —” at the start of the first paragraph.
- Write in the third person.Never use “we" or “I" in the body — save the first person for quotes.
- End with “###” or “-30-”.This is the traditional journalist's symbol for “end of release.” It tells editors there's nothing more.
- Include the date.Either in the dateline or below the “FOR IMMEDIATE RELEASE" line, so editors know it's current.
Common press release mistakes to avoid
- Writing it like a marketing email. Press releases are news, not sales copy. If it sounds like an ad, editors delete it.
- Burying the news. Put the most important facts in the first paragraph. Don't make an editor read three paragraphs to find out what happened.
- Using exclamation points. Press releases don't use them. Ever. The tone is factual, not excited.
- Writing a generic quote.“We are very excited about this new chapter" says nothing. Write a quote that adds information or emotion the facts alone can't convey.
- Making it too long. One page. 400–500 words. If you can't tell the story in that space, your angle isn't sharp enough.
- Forgetting contact information. If a reporter can't reach you, the story dies. Always include a name, phone, and email.
- Sending it as an attachment. Paste the release into the body of your email. Attachments get filtered, ignored, or opened late.
Press release tips for specific milestones
Different milestones call for slightly different emphasis. Here's how to adjust the template for the most common announcements:
| Milestone | Lead with | Key reassurance |
|---|---|---|
| Name change | The new name and the reason for the change | Same owners, team, location, and quality |
| Relocation | The new address and what's better about it | Same phone, hours, team, and website |
| New location / grand opening | The new address, opening date, and grand opening event | An incentive to visit (discount, event, giveaway) |
| Merger or acquisition | The deal and the combined value for customers | Same team, contracts, contacts, and quality |
| Leadership change | Who's stepping in, who's stepping down, and the effective date | Same mission, strategy, and customer relationships |
| Closing or retirement | The final day and the reason (briefly) | What customers need to do (gift cards, pickups, orders) |
Where to send your press release
A great press release is only useful if it reaches the right people. Here's where to send it:
- Local newspapers — email the news desk or the reporter who covers business. Paste the release in the body, not as an attachment.
- Community blogs and online publications — local digital publications are often hungry for local business news.
- Local business journal — most cities have one, and they cover milestones like expansions, mergers, and leadership changes.
- Industry trade publications — if your milestone is relevant to your industry, trade publications may pick it up.
- Your website— post it in a “news" or “press" section. It's great for SEO and gives journalists a place to find your official announcements.
- Social media — share the release or a summary on LinkedIn and other platforms.
Press release checklist
| Task | Done |
|---|---|
| Identified the single most newsworthy angle | ☐ |
| Written a factual, compelling headline under 100 characters | ☐ |
| Written a lead paragraph answering who, what, when, where, why | ☐ |
| Added 2–4 supporting body paragraphs (inverted pyramid) | ☐ |
| Included at least one specific, non-generic quote | ☐ |
| Written a one-paragraph “about" boilerplate | ☐ |
| Added complete media contact information | ☐ |
| Kept the total length under 500 words (one page) | ☐ |
| Proofread for typos, grammar, and formatting | ☐ |
| Identified the specific publications and contacts to send it to | ☐ |
| Pasted the release into the email body (no attachment) | ☐ |
Don't want to write it yourself?
Writing a press release from scratch takes time — and getting the format and tone right on your first try is harder than it looks. If you'd rather not spend 3–5 hours writing and formatting, Milestone Letters generates a complete, professionally written press release from a few details about your milestone. You also get a customer email, social media posts for three platforms, and signage copy — all in one kit. Preview it for free, pay $29 only when you love it.
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