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By Debbie Gregory.

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You may not know it but press releases are still an effective marketing tool for small businesses. Press releases are released online through news services and press release services. This means that your press release will not only be seen by journalists or bloggers, they can also turn up in general search results by the public.


Below are the key elements of every press release as well as a few tips to help you write a good one:



Make sure that your headline is attention-grabbing, while also immediately conveying what the release is about. Your headline should be no more than 100 characters long as shorter headlines are easier to share on social media platforms and more of it will show in search results online. Utilizing pertinent keywords in the headline will also help it show up in searches.



Your subheading is a short summary of the main idea of the press release. The subhead should add a bit more information and expands on the headline itself.



Adding the current date along with the city and state where your business is located will help journalists looking in your area for local businesses find you as well as ensure they aren’t using outdated releases.


First Paragraph

The first paragraph of your release should briefly explain the most important information in your release. Make sure to include the five W’s (Who, What, When, Where and Why) as well as your company name. People today have short attention spans, and most won’t read beyond the first paragraph, so you need to make sure what they do read grabs their attention.


Body Copy

This is where you can explain your announcement in greater detail. Make sure to break it up into paragraphs for easy reading by the consumer. Use informal language, as the body copy should sound natural, and include any relevant keywords.



It is always a good idea to include a quote or two from your company’s key people (the president, CEO, or the company’s authority on the subject matter). Always include that person’s full name and title.


Extra Flair

If possible, include things like photos, infographics, videos, and other visual elements that a journalist can use to help differentiate your release from others. Include photos of the product, person, or event that your release is covering. You should also make high-resolution photos available for any journalists that would like them (this can be done by posting them to your own site and including links for download in the press release).


Call to Action

Near the end of your press release always be sure to include a call to action. This is something you want the reader to do once they have finished reading your release – maybe visit your website, learn more about your new product, reserve tickets for an upcoming event, etc. You want to make it as easy as possible for people to contact you. Make sure to include a link to your website as well as a phone number the reader can call.



A boilerplate refers to a brief paragraph about your business that you include at the end of every press release. This should short paragraph should include your full business name, a short bit about what it does, when it was founded, and any other important information that you want a reader to know. Keep it short and sweet.


Media Contact

The media contact is someone at your business who is available to quickly respond to inquiries from the press release. List multiple ways to contact your spokesperson (phone, email, social handles, etc.).


To sum up:

  • Press releases should be no more than two pages in length.
  • Start with an eye-catching headline and subheading.
  • Include quotes from key personnel in your company.
  • Spice it up with enticing visuals.
  • Include links when appropriate.
  • Use relevant keywords but don’t go overboard.
  • Make it very easy for the reader to contact you.