This guide is designed to help small business owners with zero marketing experience create professional, effective press releases that can attract new customers and grow their business. By following simple, actionable steps, you’ll learn how to craft and format your press release in a way that grabs attention, communicates your key message, and encourages customer engagement. With minimal investment and a focus on making a big impact, this guide will show you how to stand out in a crowded market and maximise the potential of your press release—helping you build credibility, reach a wider audience, and drive new business opportunities.
Why Small Businesses Need Press Releases to Stand Out
As a small business owner, getting noticed can feel like an uphill battle. You don’t have the massive budgets of larger companies, but you still need to reach new customers and build your brand. This is where a well-crafted press release can make a difference. Unlike expensive ads or complex marketing campaigns, a press release is a simple, low-cost tool that can give your business exposure in local media, blogs, or online platforms. With the right format, it can help you stand out in a crowded market.
For example, imagine you run a small bakery, and you've just launched a new line of vegan cakes. A press release allows you to share this exciting news with potential customers, local journalists, and food bloggers, showing them what makes your cakes special. The key is to communicate this news clearly and professionally through a well-structured press release.
How a Simple, Well-Formatted Press Release Can Help You Reach New Customers
The power of a press release lies in its simplicity. It follows a straightforward format that anyone can write and understand, making it perfect for small business owners with no marketing experience. When you get the format right, your message is more likely to catch the attention of potential customers and media outlets. A clean, well-organised press release shows that you’re professional, credible, and worth paying attention to.
Download and print the 'Small Biz Press Release Formatting Checklist'. This way you can mark each task off as you follow each step of this guide.
For example, let’s say you’ve just launched a special promotion at your fitness studio: free trial classes for a week. By formatting your press release correctly, you ensure that busy journalists and bloggers can quickly scan through and grasp your key message—leading to more exposure for your business and, potentially, more new customers walking through your door.
A well-formatted press release:
Tells a clear story: It helps people understand your message quickly.
Creates a professional image: A neat, well-structured press release makes your small business look credible.
Encourages action: A well-placed call to action (CTA) prompts customers to visit your shop, website, or social media.
In this guide, you’ll learn how to craft and format your press release in a way that not only looks professional but also helps you engage new customers without spending much. The focus is on big impact with minimal investment, and by following each step, you’ll be able to create a press release that starts conversations and drives results for your small business.
Step 1: The Essentials of Press Release Structure
To make your press release effective, it’s essential to follow a clear and simple structure. This will help your message stand out and be understood by potential customers, journalists, or bloggers. Here’s a straightforward layout that any small business can follow:
A Simple Layout Any Small Business Can Follow
Your press release should be easy to read and digest. A clear structure ensures that people can quickly get to the heart of your message without getting bogged down in unnecessary details.
Here’s a basic format you can use:
Headline: The attention-grabbing title of your press release.
Opening Sentence: The key information in a nutshell.
Body: The detailed explanation of your news.
Quote: A statement from someone in your business.
Call to Action: What you want the reader to do next.
Contact Information: How they can get in touch with you.
How to Keep Your Press Release Brief and to the Point
A press release isn’t the place for lengthy explanations or lots of background information. It needs to be short, sharp, and clear, focusing on the main points that matter most to your audience. Here’s how to keep it brief:
Focus on the Key News:
What’s the main message you want to get across? For example, if you run a café and you’re launching a new seasonal menu, your press release should focus on this exciting news, not the history of your café.
Example:
Headline: "Local Café Launches New Winter Menu to Tempt Tastebuds"
Opening Sentence: "Warm up this winter with our new seasonal dishes, featuring locally sourced ingredients and comforting favourites."
Avoid Unnecessary Details: Stick to the facts:
If you’re promoting an offer or event, provide the essential information such as dates, times, and benefits for the customer. Don’t add too much background or personal anecdotes.
Example:
Body: "From 1st December, our new winter menu will be available, offering customers hearty soups, festive sandwiches, and indulgent desserts. All dishes are prepared using fresh, locally sourced ingredients."
Use Short Paragraphs: People are more likely to read and engage with shorter chunks of text. Break up your content into small, manageable paragraphs.
Stick to 300-400 Words: A typical press release should be no longer than one page of A4. Aim for around 300-400 words to keep it concise.
By following this layout and focusing on being clear and to the point, you ensure that your press release is both easy to follow and impactful. This structure will help you create a professional, engaging message that grabs attention and encourages potential customers to act.
Step 2: Crafting an Attention-Grabbing Headline
Your headline is the first thing anyone will see, so it’s crucial that it grabs attention and encourages people to read on. A good headline should be clear, catchy, and reflective of your business. Here’s how to craft a headline that does just that.
How to Write a Headline That Reflects Your Business
Your headline should give a quick glimpse of what your business does and why this particular piece of news matters. It should connect with your audience and reflect the values or products that make your business unique.
To get started, ask yourself:
What is the key message you want to convey?
What is the benefit to your customer?
For example, if you run a beauty salon and are introducing a new treatment, the headline should highlight what’s new and why your customers should care.
Example:
"Local Beauty Salon Introduces Luxurious Organic Facial Treatment"
This headline tells readers exactly what’s happening, reflects the business’s focus on beauty services, and gives a glimpse of the key selling point – the organic facial treatment.
Make It Clear, Catchy, and Easy to Understand
A headline needs to be simple and direct. Avoid jargon or overly complex language that might confuse your audience. Instead, aim for clarity and impact.
Here are some simple steps to follow:
Use Action Words: Verbs like “launches”, “introduces”, or “reveals” make your headline more dynamic.
"Local Gym Launches Exciting New Fitness Classes"
Highlight the Benefit: What’s in it for the reader? If your news offers a special discount, new service, or unique event, mention it.
"10% Off All Treatments at New Spa Opening in [Your Town]"
"Café Launches Vegan Menu Just in Time for January"
Keep It Short: A headline should be no longer than 10-12 words. Anything longer can become difficult to read quickly.
"Artisan Bakery Opens in Town Centre, Offering Fresh, Local Breads"
Mention Your Business or Key Service: Ensure the reader knows who you are and what you do right away. This is especially important for small businesses as it helps build recognition.
"Family-Owned Restaurant Celebrates 5 Years with New Menu"
Step-by-Step Action:
Identify the most important news you’re sharing.
Highlight the benefit to your customers.
Use active, exciting words to create your headline.
Ensure it’s under 12 words and clearly mentions your business or service.
Example Headlines:
"Independent Bookshop Hosts Special Author Event This Weekend"
"Hair Salon Introduces Eco-Friendly Products for a Healthier You"
By crafting a headline that’s clear, concise, and reflective of your business, you’ll capture the attention of your target customers and make them want to read more. This is the first step in starting a meaningful conversation with potential new clients.
Step 3: Writing a Snappy Opening Sentence
The opening sentence of your press release is crucial. It’s your chance to introduce your business and key news in a clear and compelling way. This sentence should quickly communicate what’s new and why it matters, encouraging readers to continue. Here’s how to write an opening that hooks your audience.
How to Introduce Your Business and Your News in One Line
Your opening sentence needs to tell the reader two things:
Who you are – your business.
What’s new – the key news you’re sharing.
This should be done in a way that’s simple and to the point, without unnecessary details.
Step-by-Step Action:
State your business name.
Mention your key news or announcement.
Highlight the benefit or relevance to your customers.
Example:
“Smith’s Bakery has just launched its new range of gluten-free cakes, perfect for customers looking for tasty, dietary-friendly options.”
This sentence introduces the business (Smith’s Bakery), the news (new gluten-free cakes), and the benefit (suitable for those with dietary needs).
Hook Your Audience by Getting Straight to the Point
Your opening sentence should be direct. Readers should instantly know what’s happening and why it matters. Avoid overly long introductions or irrelevant details. People want to know the essential information as quickly as possible.
Here’s how to keep it sharp:
Avoid Fluff: Don’t include unnecessary background information about your business at this stage. Focus only on the new information.
Be Specific: Mention exactly what’s happening and why it’s exciting or relevant to your audience.
Highlight the Benefit: If your news offers something new, unique, or valuable, mention it in the opening sentence.
Step-by-Step Action:
Focus on the main point of your announcement.
Ask yourself, “What’s the biggest benefit to my customers?”
Use simple language to state the key facts.
Example:
“Greenleaf Garden Centre is hosting a free gardening workshop this Saturday, helping local residents learn how to grow their own vegetables.”
In this sentence:
The business is introduced (Greenleaf Garden Centre).
The key news is the free workshop.
The benefit is clear (teaching locals how to grow vegetables).
By getting straight to the point, your press release becomes more engaging, making it easier for readers to understand what’s new and why they should care. An effective opening sentence can spark interest and start quality conversations with potential new customers.
Step 4: Formatting the Body of Your Press Release
The body of your press release is where you provide the details of your news. To keep your readers engaged, the content must be clear, easy to scan, and highlight the most important points. A well-formatted body can make a huge difference in how effectively your message is understood.
Break It Down: Short Paragraphs Make It Easier to Read
Long blocks of text can overwhelm readers, especially busy journalists or potential customers. Breaking your press release into short, manageable paragraphs makes it easier to read and understand. Each paragraph should focus on a single key point, helping to keep your message organised and clear.
Step-by-Step Action:
Keep Paragraphs to 2-3 Sentences:
Short paragraphs are easier to digest and make your press release look professional.
Example: "Rosewood Florist has introduced a new range of eco-friendly bouquets, perfect for customers seeking sustainable gift options. The flowers are sourced from local farms, supporting the community and reducing carbon emissions."
Cover One Key Point per Paragraph:
Don’t try to cram too much information into one section. Each paragraph should focus on a specific aspect of your news.
Example: One paragraph could describe the product launch, while another explains how it benefits the customer.
Example Layout:
Paragraph 1: Introduce the main news – what’s new and why it’s important.
Paragraph 2: Explain how this news benefits customers.
Paragraph 3: Provide any additional information, such as relevant dates or promotional details.
Use Bullet Points to Highlight Key Features of Your Business
Bullet points are a great way to present important details in a clear and concise manner. They make it easy for readers to scan the most relevant information quickly. Use them to highlight key features, special offers, or unique aspects of your business.
Step-by-Step Action:
Identify Key Information: What are the most important details you want readers to notice? Focus on benefits, features, or any key dates.
Use 3-5 Bullet Points: Too many can overwhelm readers. Stick to the most important information to keep it clean and impactful.
Example:
"The new product range includes sustainable materials such as organic cotton and recycled fibres."
"Free delivery on all orders over £50."
"Customers can visit our store or order online for added convenience."
Keep Each Point Brief and Clear: Bullet points should be short and easy to understand.
Example Bullet Points for a Café:
"Freshly roasted coffee from local suppliers."
"New vegan and gluten-free options available."
"20% off for all new customers this month."
By breaking the content into short paragraphs and using bullet points, your press release becomes more readable and engaging. This format helps potential customers and journalists quickly grasp the most important aspects of your business, making it more likely to generate interest and start conversations.
Step 5: Inserting Quotes That Add Value
Quotes in a press release help add credibility and personality to your message. They provide a human touch that can make your announcement more relatable and trustworthy. Including a quote from the owner or a satisfied customer can highlight the benefits of your business and create a stronger connection with your audience.
Quoting the Owner or a Happy Customer for Credibility
When deciding whose voice to include in your press release, think about who best represents your business and the message you want to convey. Typically, quotes come from either the business owner or a happy customer. Both serve different purposes, but either can add credibility to your press release.
Step-by-Step Action:
If You Quote the Owner:
Focus on the business’s mission or vision.
Highlight the reasons behind the news or changes.
Example: “We’re thrilled to launch our new range of handmade, eco-friendly candles,” said Jane Smith, founder of Candle Glow. “As a small business, we are passionate about providing products that not only look beautiful but are also kind to the environment.”
This quote personalises the announcement and lets the audience know what drives the business. It shows that the owner cares about quality and sustainability, which can help start a positive conversation with environmentally-conscious customers.
If You Quote a Happy Customer:
Focus on the customer’s experience and satisfaction with your product or service.
Ensure it sounds natural and authentic, rather than scripted.
Example: “I’ve been using Candle Glow’s eco-friendly candles for months, and I love how they brighten my home without any harmful chemicals,” said long-time customer Sarah Johnson. “It’s great to support a local business that cares about the planet.”
A customer quote adds social proof and builds trust, showing potential customers that your product or service is already making a positive impact.
How to Keep Quotes Simple but Impactful
The key to a good quote is keeping it short, meaningful, and directly related to your news. Overly long or complicated quotes can confuse your readers or distract them from the main message. A simple, clear quote will be more effective.
Step-by-Step Action:
Keep it Relevant: Ensure the quote directly supports the news in your press release. Avoid adding unnecessary details.
Example: If you’re announcing a new service: “We’re excited to introduce our new garden design service, offering bespoke outdoor solutions tailored to each customer’s needs,” said John Doe, owner of Green Thumb Landscaping.
Limit Quotes to One or Two Sentences: Quotes should enhance your message, not take over the press release. Stick to concise statements.
Make it Positive and Personal: A quote should feel natural, highlighting enthusiasm or positive outcomes.
Example for a Café:
“Our new range of vegan dishes is proving popular with customers who want delicious, plant-based options,” said cafe owner Emma Brown. “We’ve always believed in offering something for everyone, and these new dishes do just that.”
By using quotes from key voices within your business or from happy customers, you add credibility and a personal touch to your press release. Simple but impactful quotes can help spark conversations with potential customers and build trust in your brand.
Step 6: How to Add a Strong Call to Action
A Call to Action (CTA) is one of the most important elements of your press release. It tells readers exactly what you want them to do after reading your news. A strong CTA can turn your press release into a powerful tool for driving customer engagement and growing your business.
What Do You Want People to Do Next? Make It Clear
Your CTA should be specific and direct. It should guide readers towards the next step you want them to take, whether it’s visiting your website, calling your business, signing up for a promotion, or attending an event. Avoid vague language – be clear about the action you’re encouraging.
Step-by-Step Action:
Decide on Your Goal: What’s the main purpose of your press release? Do you want to drive traffic to your website, promote an event, or encourage customers to try a new product?
Examples:
If you’ve launched a new product: “Visit our website to explore our new collection of eco-friendly candles and enjoy 15% off your first order.”
If you’re promoting an event: “Join us this Saturday at Green Thumb Garden Centre for a free workshop on growing your own vegetables.”
Use Action-Oriented Language: Start your CTA with a verb to create a sense of urgency and encourage immediate action. Words like “visit”, “call”, “sign up”, “book”, or “join” make it clear what the reader should do next.
Examples:
“Visit our website today to see the full range.”
“Call us now to book your appointment.”
“Sign up for our newsletter and receive a free guide to sustainable living.”
Make It Easy to Follow: Your CTA should be straightforward and easy to act on. If you’re asking people to visit your website, include a direct link. If you want them to call, provide your phone number.
Example for a Café:
“Visit [your café name] this weekend and enjoy 20% off our new vegan brunch menu. Find us at [location] or visit our website for more details: www.examplecafe.co.uk.”
Placing Your CTA Where It Stands Out
Your CTA needs to be visible. Placing it towards the end of your press release ensures it’s one of the last things readers see, but you can also highlight it visually to make sure it catches the eye.
Step-by-Step Action:
Place Your CTA in the Closing Paragraph: This is the best place to position your CTA, as it naturally flows after providing all the key information. It ties everything together and leaves the reader with a clear action to take.
Example:
“To learn more about our new vegan range, visit our website at www.examplewebsite.co.uk or call us on 01234 567890.”
Use Bold or Italics to Emphasise the CTA: This can help your CTA stand out and grab attention without being overwhelming.
Example:
“Visit our website today to explore our full range of handmade products.”
Repeat Key Contact Information: Make sure your website, phone number, or social media handles are easy to find. If your CTA is to visit a store, include the location details clearly.
Step 7: Including Your Business Information
At the end of your press release, it’s essential to include clear and concise contact details so readers can easily get in touch or learn more about your business. This section should be straightforward, professional, and ensure potential customers or media contacts know exactly how to reach you.
Essential Contact Details Every Press Release Needs
Your contact information should be simple and easy to follow, giving readers everything they need to take the next step.
Step-by-Step Action:
Include the Basics: Ensure you provide the following:
Business Name: The name of your business, clearly stated.
Phone Number: A direct number for customer or media enquiries.
Email Address: A professional email address for contact.
Website: A link to your website where readers can learn more.
Social Media Handles (if relevant): Add your active social media profiles for ongoing engagement.
Example for an accountancy firm:
For more information, contact Jim’s Accountants:
Phone: 01234 567890
Email: info@jimsaccountants.co.uk
Website: www.jimsaccountants.co.uk
Follow us on LinkedIn: Jim’s Accountants
Provide a Real Person's Name: Including a specific contact person makes the press release feel more personal and helps build trust, especially with journalists or bloggers.
Example:
“For press enquiries, please contact Jim Roberts, Founder and Managing Director of Jim’s Accountants.”
How to Format Your Website and Social Media Links for Maximum Impact
Your website and social media are key to keeping readers engaged beyond the press release, so they need to be visible and easy to access.
Step-by-Step Action:
Use Clear, Clickable Links: If your press release will be published online, make sure your website link is clickable and directs to a relevant page, such as your homepage or a specific service page.
Example:
“Visit us online at www.jimsaccountants.co.uk to learn more about our tax and bookkeeping services.”
Highlight Social Media Handles: If social media is part of your business strategy, include your handles for the platforms you actively use. This will encourage further engagement with your business.
Example:
“Follow us on LinkedIn for updates: @JimsAccountants”
Position the Contact Information at the End: Always place your business details in the final section of the press release. It should come after your call to action, providing clear next steps for readers who want more information.
Example Layout:
For more information about our new small business tax support service, contact:
Jim’s Accountants,
Phone: 01234 567890
Email: info@jimsaccountants.co.uk
Website: www.jimsaccountants.co.uk
LinkedIn: @JimsAccountants
By including these essential business details in a professional format, you ensure that potential customers or media contacts know exactly how to reach you. This final touch allows readers to take the next step, whether it’s visiting your website, contacting you for services, or following your business on social media.
Step 8: Perfecting the Visual Layout
The visual layout of your press release is just as important as the content. A clean, professional appearance will make it easier to read and leave a strong impression on your audience. Fortunately, you don’t need any special design skills or expensive software to achieve this. Following a few basic guidelines will ensure your press release looks professional without costing you extra.
Consistent Font, Simple Design: Make It Look Professional Without Extra Cost
Using a consistent font and simple design will help your press release look polished and professional. Too many fonts or complicated designs can make your press release look messy and difficult to read. Keep things simple to allow your message to shine through.
Step-by-Step Action:
Choose a Clear, Readable Font: Stick to basic fonts like Arial, Calibri, or Times New Roman. These fonts are widely recognised and easy to read. Avoid fancy or overly decorative fonts.
Example:
Font size should be between 11 and 12 points for the main body, and slightly larger (around 14-16 points) for the headline.
Keep Consistency Throughout: Use the same font and size throughout your press release. Make sure that headings, subheadings, and body text are uniform.
Use Bold and Italics Sparingly: Reserve bold or italic formatting for emphasising key points like your Call to Action or key dates, but don’t overdo it. Overuse can distract from your message.
Avoid Complex Layouts: Stick to a basic single-column layout. This is easier to follow and will look more professional, especially if you’re distributing your press release via email or online.
How to Ensure Your Press Release Is Easy to Skim
Most readers will skim through your press release before deciding whether to dive into the full details. Formatting your press release in a way that’s easy to skim will help ensure that your key messages are seen quickly.
Step-by-Step Action:
Use Clear Headings and Subheadings: Break up your press release into sections with clear, descriptive headings. This helps readers quickly locate the information they’re looking for.
Example:
Headline: "Jim’s Accountants Launches New Tax Support Service for Small Businesses"
Subheading: "Expert Guidance for Local Entrepreneurs"
Keep Paragraphs Short: Each paragraph should only contain 2-3 sentences. This will make your press release easier to read and more inviting.
Incorporate Bullet Points or Numbered Lists: Use bullet points or numbers to list key features, benefits, or services. This format is much easier to skim than long paragraphs of text.
Example:
Key points:
Personalised tax advice for small business owners.
Affordable monthly plans available.
Free initial consultation for new clients.
Highlight Key Information: Important details such as dates, offers, or contact details should stand out. Use bold text or place them in a separate line to ensure they catch the reader’s eye.
Example:
“Contact us before 31st October to receive 20% off our new services.”
Understanding the PR Rules of Using a Featured Image
Including a featured image can make your press release more visually appealing and help tell your story. However, there are some guidelines to follow to ensure you’re using images correctly and effectively.
Step-by-Step Action:
Use High-Quality Images: If you include a photo or graphic, make sure it’s high-resolution (at least 300 DPI). Low-quality images can make your press release look unprofessional.
Ensure the Image Is Relevant: Choose an image that relates directly to your news. If you’re launching a new product, include a professional photograph of it. Avoid using generic or unrelated stock images.
Example:
For Jim’s Accountants, you might include a professional photo of the office or a group shot of the team to personalise the press release.
Check Image Copyrights: Only use images that you have the right to publish. You can use your own photos or source royalty-free images from trusted websites.
Place the Image Near the Top of the Release: Ideally, your featured image should be placed near the top, after the headline or subheading. This draws immediate attention and gives context to your story.
By following these simple visual layout guidelines, you can ensure that your press release looks professional, polished, and easy to read—without the need for costly design work. A clean, well-structured press release increases the chances of it being picked up by journalists and helps you communicate more effectively with potential customers.
Step 9: Checking for Formatting Mistakes
Even a well-crafted press release can lose its impact if it’s full of formatting errors. Simple mistakes can make your press release look unprofessional and cause potential customers or journalists to lose interest. This step will help you avoid common formatting mistakes and ensure consistency throughout your press release.
Common Mistakes Small Businesses Make (And How to Avoid Them)
Small businesses often overlook key formatting details that can affect how their press release is received. Here are some of the most common mistakes and how to avoid them:
Step-by-Step Action:
Inconsistent Font Styles: Using different fonts or font sizes throughout your press release can make it look messy and unprofessional.
How to Avoid: Stick to one font (such as Arial or Times New Roman) and ensure all text is the same size, except for the headline and subheadings, which can be slightly larger.
Example:
Headline: 14-16pt, Bold
Body Text: 11-12pt, Regular
Overuse of Capital Letters: Using capital letters excessively, especially in headlines, can look aggressive and be difficult to read.
How to Avoid: Only capitalise the first letter of each word in the headline. For example, use “Jim’s Accountants Launches New Tax Support Service” instead of “JIM’S ACCOUNTANTS LAUNCHES NEW TAX SUPPORT SERVICE.”
Lengthy Paragraphs: Long paragraphs can overwhelm the reader and make your press release difficult to skim.
How to Avoid: Keep paragraphs short, around 2-3 sentences. If you have multiple points to make, consider breaking them up with bullet points.
Forgetting Contact Information: Some businesses forget to include essential contact details at the end of their press release, leaving readers with no way to follow up.
How to Avoid: Always end your press release with clear and complete contact details, including your business name, phone number, email, website, and any relevant social media profiles.
Lack of a Strong Call to Action (CTA): Without a clear next step for readers, your press release won’t generate the customer engagement you need.
How to Avoid: Always include a strong CTA, telling readers exactly what action you want them to take (e.g., visit your website, contact you, or attend an event).
Example CTA:
“Visit www.jimsaccountants.co.uk to book your free initial consultation today.”
Ensuring Your Format Is Consistent Throughout
Consistency in formatting helps your press release look polished and professional, which can enhance your credibility. Here’s how to ensure everything flows smoothly from start to finish.
Step-by-Step Action:
Check Your Headings and Subheadings: Make sure all your headings and subheadings are styled the same way. This includes using the same font, size, and formatting (bold or italic) for each section.
Example:
“Step 1: The Essentials of Press Release Structure” – Use this format for all headings.
Ensure Proper Spacing: Consistent spacing between paragraphs, bullet points, and sections makes your press release easier to read. Avoid having too much or too little space between elements.
How to Avoid: After each paragraph, press ‘Enter’ once to leave a clear line of space. Do the same after bullet points and quotes.
Review for Grammar and Punctuation: Formatting isn’t just about the visual layout—proper grammar and punctuation play a role too. Mistakes in these areas can harm your professionalism.
How to Avoid: Proofread your press release for any spelling, punctuation, or grammatical errors. Consider using tools like Grammarly to catch simple mistakes or ask a colleague to review it.
Double-Check Links and Contact Details: Broken links or incorrect contact information can frustrate potential customers or journalists who want to get in touch.
How to Avoid: Test all website links and double-check phone numbers and email addresses for accuracy.
By avoiding common formatting mistakes and ensuring consistency, you’ll create a press release that not only looks professional but also helps you communicate your message clearly and effectively. This attention to detail can make a big difference when starting quality conversations with potential new customers.
Step 10: Final Touches – Proofread and Polish
Before you send out your press release, it’s crucial to go through it carefully and make sure everything is perfect. Spelling mistakes, grammatical errors, or awkward phrasing can damage your business’s credibility and reduce the impact of your press release. Taking the time to proofread and polish will help ensure your press release looks professional and reflects well on your business.
The Importance of Double-Checking for Spelling and Grammar
Even a small typo can distract from your message and make your business appear unprofessional. A well-written, error-free press release shows that you pay attention to detail and take your business seriously.
Step-by-Step Action:
Read Your Press Release Aloud: Reading aloud helps you catch awkward phrasing or mistakes that you might not notice when reading silently. It also helps you ensure the text flows naturally.
Example: If you stumble over a sentence or it sounds confusing when read aloud, consider rephrasing it for clarity.
Check for Common Spelling Mistakes: Pay special attention to names, dates, and other critical details. Even if you’re confident in your spelling, it’s always worth double-checking.
Example: Make sure business names like “Jim’s Accountants” are consistently spelled the same way throughout the press release.
Review Grammar and Punctuation: Simple grammatical mistakes can make your press release look rushed or careless. Check for issues like missing full stops, commas in the wrong places, or misused apostrophes.
Use a Spell-Checking Tool: Tools like Microsoft Word’s spell check or free online tools such as Grammarly can help you catch basic errors you might have missed. However, don’t rely solely on these tools – human review is essential.
Example: Spell-check tools can help catch mistakes like typing “their” instead of “there,” but they may not catch subtle issues with phrasing or tone.
How a Clean, Polished Press Release Reflects Well on Your Business
A professional-looking press release doesn’t just communicate your message—it reflects positively on your entire business. Journalists, bloggers, and potential customers will take you more seriously if your press release is well-written and free of errors.
Step-by-Step Action:
Ensure Consistent Formatting: After proofreading for grammar and spelling, double-check that your formatting is consistent. Make sure headings, bullet points, fonts, and spacing are uniform throughout the document.
Review the Flow and Tone: Your press release should be clear and easy to read, with a tone that reflects your business’s professionalism. Ensure the language is accessible to your target audience without sounding overly formal or too casual.
Example: If you’re running an accounting firm like Jim’s Accountants, your tone should be friendly but professional: “We’re excited to offer personalised tax support to small businesses looking for expert guidance.”
Ask a Colleague to Review: A second set of eyes can often catch things you might have missed. Ask a colleague, friend, or even a trusted customer to read through your press release before you send it out.
Final Checks for Contact Details and Links: Make sure all contact information, website links, and social media handles are correct and functional. A broken link or incorrect phone number can frustrate potential customers and lead to missed opportunities.
Example: Test your website link: “Visit www.jimsaccountants.co.uk for more information on our services.” Ensure it directs to the correct page.
By taking the time to carefully proofread and polish your press release, you’re not only avoiding costly mistakes but also presenting a professional image of your business. A clean, error-free press release shows that you value quality and attention to detail—qualities that will appeal to potential customers and partners.
Conclusion: The Power of a Well-Crafted Press Release for Small Businesses
A well-crafted press release is a simple yet powerful tool that can help small businesses attract new customers and stand out in a crowded market. By following the steps in this guide, you can create a professional press release that clearly communicates your message, showcases your business, and starts meaningful conversations with potential customers.
How a Simple Press Release Can Help You Reach New Customers
For small businesses with limited marketing budgets, a press release offers a cost-effective way to reach a wider audience. Whether you’re launching a new product, offering a special promotion, or celebrating a business milestone, a press release allows you to share your news with the media, bloggers, and potential customers.
Example: Imagine you own a café and have just introduced a new vegan menu. A simple press release announcing the launch, highlighting the benefits of your new offerings, and inviting customers to visit your café can grab the attention of local journalists or bloggers. If picked up, your news could be shared with a much larger audience, driving foot traffic and sparking interest from new customers.
By using a clear, engaging headline, a snappy opening sentence, and well-structured content, you make it easy for people to understand your message and take action. This approach ensures that even a small announcement can have a big impact.
Why Good Formatting Helps Your Business Stand Out in a Crowded Market
In today’s competitive marketplace, standing out is more challenging than ever. A well-formatted press release not only delivers your message effectively but also reflects the professionalism and attention to detail of your business. Poor formatting can result in your press release being overlooked or disregarded, while a clean, polished document is more likely to capture attention and be taken seriously.
Step-by-Step Impact:
Clarity: Good formatting makes your press release easy to read, ensuring your key points are quickly understood.
Professionalism: A clean, well-organised layout shows that you’re a professional business that takes its reputation seriously.
Credibility: When journalists or customers see a well-crafted press release, they’re more likely to trust your message and engage with your business.
Example:
For a small business like Jim’s Accountants, sending out a well-formatted press release announcing a new tax support service can help position the firm as an expert in its field. A professional press release builds trust with potential clients and sets you apart from competitors who may overlook the importance of presentation.
By crafting a clear, concise, and well-formatted press release, you give your business the best chance of gaining attention and growing your customer base—without needing a large marketing budget. With minimal investment and a focus on high-quality formatting, your press release can open doors, generate buzz, and drive new customers to your small business.