Launching a new business can be an exciting yet challenging venture, and one of the most important aspects of its early success is effectively communicating the news to the public. One of the most tried-and-true methods to make a splash in the media and grab the attention of your target audience is writing a well-crafted press release. Press releases not only help to spread the word but also contribute to building brand credibility, establishing a solid reputation, and attracting media coverage.
A press release is an essential communication tool for businesses, especially when they are launching a new product, service, or even the business itself. If you’re asking yourself how to write a press release for a new business, look no further. In this guide, we will walk you through the steps of creating a press release that will grab attention and help you get the media coverage your business deserves.
Table of Contents
1. Understand the Purpose of a Press Release
Before diving into writing your press release, it’s essential to understand its purpose. A press release is a formal document that is sent to journalists and media outlets with the goal of informing them about a newsworthy event. When writing a press release for a new business, the primary aim is to make the media and the public aware of your launch and why it’s important.
The press release should be straightforward and informative, answering key questions such as:
- What is the news?
- Who is involved?
- When and where is it happening?
- Why is it important?
- How is it different from what’s already available?
The press release serves as an official statement that can be picked up by journalists, bloggers, or influencers, and it can be distributed through various channels to gain maximum exposure.
2. Craft a Compelling Headline
Your headline is the first thing that will grab the attention of your reader, so it’s important to make it compelling and concise. A good headline for a new business press release should summarize the main message while being intriguing enough to encourage further reading.
Keep the following tips in mind when crafting your headline:
- Make it clear and concise: Aim for a headline that is no longer than 12 words.
- Highlight the key point: Focus on the most important aspect of your new business that will appeal to the target audience.
- Be specific: Avoid vague or generic language. The more specific you are, the more likely it is that journalists will take interest.
Example: “[Business Name] Announces the Launch of Innovative [Product/Service] to Revolutionize the [Industry]”
3. Include the Subheadline for Added Detail
While your headline should capture the essence of the news, the subheadline provides a bit more detail. It should complement the headline and offer additional insight into your new business or the launch event. The subheadline is not mandatory but can help to enhance the message.
For instance, if your headline is “[Business Name] Announces the Launch of Innovative [Product/Service],” the subheadline could elaborate on how the product or service is unique, or how it will address a specific need in the market.
Example: “New [Product/Service] Combines Cutting-Edge Technology with Industry Expertise to Provide [Key Benefit] to Consumers”
4. Write the Lead Paragraph
The lead paragraph is the most crucial part of the press release. It should answer the five W’s: who, what, when, where, and why. Keep it concise while providing all of the necessary information. Journalists often make their decision to cover a story based on this first paragraph, so it’s vital to grab their attention and convey the core message clearly.
Example: “[Business Name], a new [type of business], today announced the launch of its [product/service], designed to [explain the purpose of the product/service]. This innovative new business is poised to disrupt the [industry] by offering [specific benefit] to [target audience]. The official launch event will take place on [date] at [location], and the product/service will be available for purchase starting [date].”
5. Provide Supporting Details in the Body
Once you’ve established the core information in the lead paragraph, the body of the press release should provide further details, elaborating on the what, why, and how of your new business. Here, you can offer more context about the launch and explain what sets your business apart from the competition.
Make sure to address these key points in the body:
- Background of the business: Share the story behind your business, the inspiration for its creation, and what motivated you to start it.
- Unique selling points: What makes your business different from others in the market? Highlight what sets your product or service apart from existing options.
- Target audience: Who will benefit from your business? Describe your ideal customers and how your product/service meets their needs.
- Any partnerships or key people involved: If applicable, mention key individuals, partners, or collaborators who are helping to make your business a success.
- Any upcoming events or promotions: If there are any related events, such as a launch party, or special offers, mention them in the body of your press release.
Example: “The [Product/Service] has been developed with the goal of [solving a problem or meeting a need]. [Business Name] believes in the power of [key business value, such as innovation, sustainability, or customer-centricity], and this launch represents a new chapter in the company’s mission to [business goal]. The team behind the product is made up of experienced professionals in [industry], led by [Founder/CEO Name], who has [brief background of leadership].”
6. Add Quotes for Credibility
Including quotes from key individuals—whether it’s the founder of the business, a customer, or an industry expert—adds credibility to your press release. A quote helps humanize your business and gives it a personal touch that can engage your readers. These quotes should support the main message of the press release and provide insight into the impact of your new business.
Example: “‘We are thrilled to introduce [Product/Service] to the market,’ said [Founder/CEO Name]. ‘This product represents a culmination of years of hard work and dedication, and we believe it will truly make a difference for our customers.’”
7. Provide the Business’s Contact Information
At the end of your press release, include the necessary contact information. This is critical for journalists who may want to follow up with questions or schedule an interview. Include the name of a company spokesperson, email address, phone number, and social media links if relevant.
Example: “Contact: [Name of Spokesperson] [Title] [Business Name] Phone: [Phone Number] Email: [Email Address] Website: [Website URL] Social Media: [Links]”
8. Conclude with a Brief “About Us” Section
While not mandatory, including a brief “About Us” section at the end of the press release can provide additional context about your business. This is an opportunity to give readers a snapshot of your company, its mission, and its values.
Example: “About [Business Name]: Founded in [Year], [Business Name] is a [type of business] committed to providing [describe the services/products] to [target audience]. The company aims to [state your mission or vision].”
9. Final Check: Formatting and Distribution
Before sending your press release, make sure it’s properly formatted and free of grammatical errors. Here’s a quick checklist:
- Use a professional tone and clear language.
- Keep the press release concise (ideally 400–500 words).
- Include a dateline at the top (city, state, and date).
- Use a professional font (like Arial or Times New Roman) and standard formatting (single-spaced, left-aligned).
- Avoid using jargon or overly technical language.
- Include relevant links (to your website, social media, etc.).
- Send your press release to relevant journalists, media outlets, and bloggers who cover your industry.
Writing a press release for a new business can help generate buzz and visibility for your launch. With these steps, you’ll be well on your way to creating an effective press release that captures the attention of the media and your potential customers.
