A press release is a short news story you write for journalists, so they can turn it into a real one. For a new business, the news has to be about more than "we opened". It needs a reason the readers would care.
Find the news angle
Journalists get many releases. Yours needs a reason to be a story.
- Something new for the area: the first, the only, the return of something missed.
- A local person or story behind it.
- A number: jobs created, a building restored, years of preparation.
- An event the public can attend: an opening day, a free workshop.
- A link to something already in the news.
The structure
- Headline. The news in one line.
- Subheading. One sentence of extra detail.
- Dateline. City and date of release.
- First paragraph. Who, what, where, when and why, in two or three sentences.
- Detail. The story behind it, the people, what makes it different.
- A quote. From the owner, saying something human, not a slogan.
- Practical details. Opening hours, address, website, event times.
- About the business. A short paragraph journalists can reuse.
- Media contact. Name, email, phone.
A template
FOR IMMEDIATE RELEASE
Eastside gets its first bakery in 20 years
Slow-rise bread bakery opens on Park Street on 2 November, with free tastings all weekend
Eastside, 15 October 2026. Mira Bakes, a small bakery making slow-rise bread with local flour, opens at 12 Park Street on Saturday 2 November. It is the first bakery in the neighbourhood since the old Park Street bakery closed in 2006.
Owner Mira Haddad started baking at home and giving loaves to neighbours, who kept asking where they could buy them. The bakery will employ four local people and bake every morning from 5am.
"People kept telling me they missed the smell of the old bakery on their way to work," said Mira Haddad. "I wanted to bring that back."
The bakery opens Tuesday to Sunday, 7am to 3pm. Free tastings run all day on 2 and 3 November.
About Mira Bakes. Mira Bakes is an independent bakery in Eastside making slow-rise bread and pastries with flour from local mills.
Media contact: Mira Haddad, press@mirabakes.com, +1 555 0101
Write it like news
- Third person: "the bakery opens", not "we are excited to open".
- Facts and specifics, not adjectives.
- The most important information first. Journalists cut from the bottom.
- We are thrilled to announce
- Revolutionary
- World-class
- A one-stop shop for all your needs
Send it to the right people
A short, personal list beats a mass mailing.
- Find journalists who cover your area or industry.
- Send a short personal email with the release pasted in, not only attached.
- Offer photos and a chance to visit or talk to the owner.
- Follow up once, a few days later.
Local news, community newsletters, neighbourhood groups and trade publications are the most likely to cover a new small business.
Make it easy to cover
Have good photos ready, a short about us page on your website and a clear Google Business Profile. A journalist who can check you out in two minutes is more likely to write about you.