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How to Write a Press Release for a New Business

By March 1, 2024March 15th, 2024No Comments
A freshly printed press release coming out of a vintage typewriter
Estimated Reading Time: 4 minutes

Launching a new business is an exhilarating journey, filled with hopes, dreams, and, of course, a fair share of challenges. One of the first hurdles you’ll encounter is getting the word out. In the digital age, where information travels faster than light, a well-crafted press release can be your golden ticket to capturing the attention of the media and, by extension, your potential customers. But where do you start? Let’s dive into the art of writing a press release that stands out.


Before we jump into the nitty-gritty, it’s crucial to understand what a press release is and what it’s not. A press release is a concise, compelling news story written by a public relations professional and sent to targeted members of the media. The goal? To pique their interest in your story.

What Makes a Press Release?

A press release should contain all the essential information about your new business in a format that’s easy for journalists to digest. This includes the who, what, where, when, and why of your story. But it’s not just about the facts; it’s about presenting them in a way that tells a compelling story.

Remember, journalists are inundated with press releases every day. Yours needs to stand out. How? By being clear, concise, and, above all, interesting.

The Structure of Success

A successful press release follows a specific structure, designed to grab attention from the headline down to the final call to action. This includes a captivating headline, a succinct lead paragraph that outlines the news, followed by supporting paragraphs that delve into the details, and a boilerplate that provides background information on your company.

Each element plays a crucial role in ensuring your press release is not just read, but also acted upon.


Now that we’ve covered the basics, let’s talk about storytelling. Yes, even in a press release, storytelling is key. Your goal is to tell the story of your new business in a way that resonates with both journalists and their audience.

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Finding Your Angle

Every business has a story. What’s yours? Maybe it’s the unique problem your product solves, the innovative approach you’re taking, or the impact you’re aiming to have on your community. Find the angle that makes your business stand out and build your press release around it.

This is what will make journalists sit up and take notice. It’s not just another business launch; it’s a story worth telling.

Humanizing Your Story

People connect with people, not faceless businesses. So, make sure your press release includes a human element. This could be the story of the founders, the team behind the product, or the customers you’re aiming to help.

By humanizing your story, you’re not just sharing news; you’re creating a connection.


With the foundation of your press release laid, it’s time to focus on the details. These are the elements that can make or break your press release.

Writing a Head-Turning Headline

Your headline is the first, and sometimes only, impression you make on a reader. It should be compelling, informative, and concise. Think of it as the elevator pitch for your press release: it needs to grab attention and make someone want to read more.

Don’t be afraid to spend time crafting the perfect headline. It’s worth it.

Optimizing for SEO

In today’s digital world, SEO is non-negotiable. Your press release should include relevant keywords that not only describe your business but are also terms your target audience is searching for. This will help ensure your press release is found online, increasing its reach and effectiveness.

However, be careful not to overdo it. Keyword stuffing can harm your readability and turn readers off.


You’ve written a compelling press release. Now what? It’s time to get it in front of the right eyes.

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Targeting the Right Media Outlets

Not all media outlets are created equal, especially when it comes to your business. Research and target outlets that cover your industry or have an audience that would be interested in your story. This targeted approach will increase your chances of getting coverage.

Remember, quality over quantity. It’s better to send your press release to a select few relevant outlets than to blast it out to everyone.

Following Up

Sending your press release is just the beginning. Follow up with the journalists you’ve contacted to see if they need any more information. This not only shows that you’re proactive but also gives you an opportunity to build a relationship with the media.

However, be respectful of their time. A single follow-up is usually sufficient.


Writing a press release for a new business might seem daunting, but it’s an essential step in getting your story out there. By understanding the basics, mastering the art of storytelling, paying attention to the details, and effectively distributing your press release, you’ll increase your chances of catching the eye of the media and, ultimately, your target audience.

Remember, a press release is more than just an announcement; it’s an opportunity to share the story of your business with the world. Make it count.

Ready to elevate your new business with a press release that captures the essence of your brand and resonates with your audience? At Real News PR, we specialize in turning your vision into compelling stories that get noticed. With our expertise in content creation, media services, and public relations, we’ll help you craft a narrative that shines in the spotlight. Don’t just announce your business; let us help you unlock your story’s potential and position you as an industry leader. Unlock Your Story’s Potential Now.

Real News PR

Real News PR is a full-service PR and digital content agency headquartered in Dallas, TX with locations throughout DFW and Austin. Founded in 2008 by Emmy-award winning journalist Jeff Crilley, is your strategic partner in earned media, content creation, and public relations. We are a team of former journalists-turned-PR professionals with comprehensive production capabilities to elevate your brand, manage your reputation, and drive your growth.