How to Write a Press Release for a New Business (w/ Example + Template)
Writing a press release for a new business is one of the most effective ways to announce your launch, build brand awareness, and attract media attention. Whether you're opening a local store or launching a startup online, a well-crafted press release can help you gain credibility and reach your target audience fast.
In this guide, you’ll learn how to write a press release for a new business, what key elements to include, and how to distribute it for maximum impact. Plus, we’ll share a real example and a customizable press release template to get you started today.
Why Your New Business Needs a Press Release
When you're launching a new business, every bit of attention counts. A well-crafted press release can be a powerful tool to put your brand in front of the right people. Here's why it matters:
1. Media Coverage
Journalists often rely on press releases to discover new stories. If your business fills a market gap, offers an innovative solution, or connects with current trends, media outlets may feature your launch in their publications. This kind of exposure can bring credibility that paid ads simply can’t buy.
2. Brand Awareness
Your press release can introduce your business to local communities, niche audiences, or national markets depending on your goals. It’s one of the quickest ways to spread the word, especially if your launch is supported by a distribution plan that targets relevant media channels.
3. SEO Benefits
Online press releases help improve your website’s search engine visibility. Including relevant keywords, a link to your site, and mentions of your brand name helps search engines associate your business with specific topics. Over time, this contributes to higher rankings on Google and more organic traffic.
4. Investor or Partner Attraction
Potential investors, partners, and collaborators often research a business online before making contact. A professional press release signals that you're serious about your brand and its future. It acts as an early trust-builder that can make people take notice.
5. Social Proof
Being featured in the press creates a sense of legitimacy. You can share the press release and any resulting media coverage on your website and social media channels. This third-party validation helps shape positive perceptions around your brand.
When to Send a New Business Press Release
Timing matters. The best moment to send your press release depends on your business goals and the kind of attention you want to generate.
Pre-Launch Press Release
If you want to build anticipation or drive early sign-ups, a pre-launch release is the way to go. This is especially useful for tech startups, subscription-based services, or e-commerce stores that can offer exclusive previews, waitlists, or early-bird incentives. A pre-launch press release creates a buzz that can be amplified on social media or through email campaigns.
Launch-Day Press Release
Some businesses prefer to announce their launch on the actual day they go live. This can work well if you already have a customer base or social following and want to make a big splash. Aligning your press release with other marketing activities like a launch event or promo campaign can give your business strong initial momentum.
Post-Launch Press Release
If your business has already launched quietly and you’re now ready for more attention, a post-launch release is still valuable. You can highlight milestones you’ve already hit, customer feedback, partnerships, or early traction. This angle gives you more substance to share and can still attract media interest, especially if you can demonstrate that your business is gaining momentum.
Tied to a Newsworthy Event
In some cases, it’s best to tie your release to a specific moment—perhaps you’ve secured funding, landed a major client, opened your first storefront, or joined an incubator program. These events add credibility and can turn an ordinary launch into a timely story that media outlets will be more likely to pick up.
Key Elements of a New Business Press Release
Before you start writing, it's important to understand the basic structure of a press release. Journalists expect a certain format, and sticking to it increases the chances that your announcement will be read and considered for coverage.
1. Headline
Your headline should be short, clear, and attention-grabbing. It should summarize the most compelling part of your story in one sentence. Avoid hype and keep it focused on what’s newsworthy.
2. Subheadline (optional)
This provides a bit more detail than the headline and gives readers a preview of what to expect in the body. Think of it as a secondary hook.
3. Dateline
Include the city and date the press release is being issued. This helps media outlets determine the timeliness and relevance of your news.
4. Lead Paragraph
Your opening paragraph should answer the who, what, when, where, and why. It sets the tone for the rest of the release and is often the only part journalists will read if they’re short on time.
5. Body Paragraphs
Use this section to provide supporting details. Include quotes from your founder(s), mention what makes your business unique, and share any relevant data or context. Keep it clear and structured—avoid going off on tangents.
6. Boilerplate
The boilerplate is a short paragraph at the end that describes your company. This should stay consistent across press releases and act as a concise “About Us.”
7. Contact Information
Always include the name, email address, and phone number of someone who can answer media inquiries. This makes it easy for journalists to follow up.
How to Write a Press Release for a New Business [Step-by-Step]
Crafting a compelling press release requires more than just plugging in your business details. You need to tell a story that resonates with journalists and your target audience. Here’s a step-by-step breakdown of how to write a new business press release that gets noticed.
1. Start With an Attention-Grabbing Headline
Your headline is the first (and sometimes only) thing people will read. It should be concise, informative, and convey the core of your announcement in fewer than 15 words. Avoid jargon or overly technical language unless your industry demands it. A good headline answers the question: “Why should anyone care?”
Example:
“Brooklyn-Based Vegan Café Brings Sustainable Dining to Underserved Neighborhood”
2. Write a Strong Lead Paragraph
This opening paragraph is your elevator pitch. In one to three sentences, cover the most important facts: who you are, what your business does, when you're launching, where you're located (if applicable), and why your launch matters. This paragraph sets the tone for the rest of the release, so make it count.
Example:
Brooklyn, NY – April 15, 2025 – A new plant-based café is opening in East Flatbush with a mission to bring affordable, sustainable food options to the community. Founded by two local entrepreneurs, Green Table Café will officially open its doors on April 20 and offer a rotating menu of fresh, locally sourced meals.
3. Add Engaging Quotes
Quotes from founders, co-founders, or key stakeholders humanize your release and add credibility. These should sound natural—like something a real person would say, not corporate fluff. Use quotes to express vision, excitement, mission, or challenges you've overcome.
Example:
“Our goal is to make healthy food accessible without sacrificing flavor or affordability,” said co-founder Sarah Johnson. “We’re proud to open in a neighborhood that’s often overlooked by big-name food brands.”
4. Explain What Makes Your Business Unique
Don’t assume people will automatically understand why your business is different. Spell it out. Do you offer a service that’s never existed in your area? Are you leveraging technology in a new way? Have you created a product that solves a common pain point? Highlight your unique selling proposition (USP) clearly.
Example:
Unlike traditional cafés, Green Table uses zero single-use plastics, partners with local farms, and donates unsold meals daily to a nearby shelter.
5. Provide Background and Context
After the core announcement, give readers a little more depth. You might include a short founder story, the origin of your business idea, or relevant market trends that validate the demand for your product or service. This gives journalists more angles to explore if they decide to write a feature.
Example:
The idea for Green Table Café came when co-founders Sarah and Michael noticed a lack of affordable plant-based options in their neighborhood. After surveying over 500 local residents, they discovered strong demand for eco-conscious dining options.
6. End With a Solid Boilerplate
Your boilerplate should be a standardized “About” section used in every press release you send. It should briefly describe your business, what it does, and where it operates. This is also a great place to include your website or social media links.
Example:
About Green Table Café
Green Table Café is a mission-driven eatery dedicated to making sustainable, plant-based meals accessible to everyone. Based in Brooklyn, New York, the café sources 90% of its ingredients from local farms and prioritizes zero-waste operations. Learn more at www.greentablecafe.com.
7. Include Contact Information for the Media
Always provide clear and up-to-date contact information so media representatives can follow up with questions, interview requests, or publication interest. This usually goes at the end of the release.
Example:
Media Contact:
Sarah Johnson
Co-Founder, Green Table Café
[email protected]
(212) 555-9812
8. Optional: Add a Call to Action (CTA)
While not necessary in every release, adding a subtle call to action can help guide readers. This could invite people to visit your website, sign up for an opening event, or follow you on social media.
Example:
Join us for our grand opening on April 20 and enjoy free tastings from our plant-powered menu.
Press Release Writing Tips for New Business Owners
Beyond structure, tone and clarity make a big difference in how your press release is received. Here are some practical tips to elevate your writing:
1. Keep It Objective and Professional
A press release isn’t an ad or sales pitch. Avoid exaggerated claims or emotional language. Instead, focus on facts, mission, and tangible value. Write in the third person, and let quotes carry any subjective opinions.
2. Make Every Word Count
Aim for 400–600 words total. Journalists are busy and appreciate brevity. Trim fluff, ditch repetition, and stick to essential points. If it doesn’t add value, it doesn’t belong in the release.
3. Write for Your Audience
Consider who you want to reach—local residents, investors, industry insiders? Use terms and references they’ll relate to. If you’re launching a fintech startup, your language will be very different than if you're opening a pet grooming service.
4. Use Real Numbers and Specifics
Vagueness weakens your message. Instead of saying “affordable pricing,” say “meals starting at $4.99.” Instead of “many customers,” say “over 500 local residents.” The more concrete your details, the more credible your story.
Example: Press Release for a New Business
To give you a clearer picture of everything we’ve covered, here’s a sample press release for a fictional business launch. You can use this as inspiration or a benchmark when writing your own.
FOR IMMEDIATE RELEASE
EcoGlow Launches in Austin: A New Sustainable Skincare Brand With a Purpose
Austin, TX – April 22, 2025 – EcoGlow, a new eco-conscious skincare brand, is officially launching in Austin with a line of plant-based, cruelty-free products aimed at modern consumers seeking sustainable beauty solutions. The company will debut its online store and host a launch pop-up at the South Congress Farmer’s Market on April 28.
Founded by environmental scientist turned entrepreneur Lena Torres, EcoGlow combines skincare innovation with a commitment to zero-waste packaging and ethical sourcing. Every product in the collection—from its antioxidant face serum to its hydrating balm—is formulated without synthetic ingredients and shipped in 100% compostable materials.
“Our mission is to make sustainability not just an option but a standard in the skincare industry,” said Torres. “Consumers shouldn’t have to choose between caring for their skin and caring for the planet.”
EcoGlow’s launch comes at a time when more consumers are turning away from mass-produced cosmetics and seeking brands that align with their values. A recent survey by the American Clean Beauty Association found that 72% of Gen Z shoppers consider environmental impact before buying skincare products. EcoGlow is positioned to meet this demand with a local-first, low-impact business model.
The launch collection features five core products, including a gentle exfoliating cleanser, daily moisturizer, and nighttime repair oil. All ingredients are sourced from certified organic farms in Texas and neighboring states.
“Starting in Austin felt right,” Torres added. “The community here embraces sustainability and small businesses. We’re proud to be homegrown and hope to expand thoughtfully as demand grows.”
EcoGlow’s pop-up launch event will run from 10 a.m. to 2 p.m. on April 28, where attendees can sample products, meet the founder, and participate in a refill-and-recycle initiative.
About EcoGlow
EcoGlow is an Austin-based skincare company dedicated to creating clean, ethical beauty products that nourish both people and the planet. Using locally sourced ingredients and compostable packaging, EcoGlow is committed to zero-waste production and responsible business practices. Learn more at www.ecoglowbeauty.com.
Media Contact:
Lena Torres
Founder, EcoGlow
[email protected]
(512) 555-0142
New Business Press Release Template
Want to write your own press release? Here’s a simple fill-in-the-blank template you can customize:
FOR IMMEDIATE RELEASE
[Business Name] Launches in [Location]: [Brief Description of What the Business Does]
[City, State – Date] – [Business Name], a [description of business type or industry], is officially launching in [location or online] on [launch date]. The company will offer [brief summary of services or products] to [target audience or market].
Founded by [Founder’s Name], [Business Name] was created to [brief mission or problem it solves]. The launch will feature [any special events, product debuts, offers, or unique elements].
“[Quote from founder about the vision, mission, or reason for launching],” said [Full Name], founder of [Business Name].
[Add a few more details about what makes your business unique, including any community impact, innovation, or data/statistics relevant to your industry.]
[Optional quote from a partner, early customer, or co-founder.]
About [Business Name]
[Business Name] is a [brief company description], offering [products/services] designed to [value proposition]. Based in [location], the company aims to [mission or vision]. For more information, visit [website URL].
Media Contact:
[Name]
[Title/Role]
[Email Address]
[Phone Number]
Where to Distribute Your New Business Press Release
Once your press release is written and polished, the next step is distribution. Where and how you share your press release can make all the difference in whether it gets picked up or ignored.
1. Use a Press Release Distribution Service
These services help you reach media outlets, industry sites, and search engines quickly. Some reliable options include:
- NewswireJet – Ideal for startups and small businesses looking for affordable yet effective distribution. You can target specific industries and regions.
- PR Newswire – A well-known name, suitable for broader and more corporate distribution.
- EIN Presswire – Budget-friendly and SEO-optimized distribution.
2. Pitch Directly to Journalists and Bloggers
Don’t wait for media to find your press release—reach out to them directly. Create a list of local reporters, niche bloggers, or trade publication editors who cover businesses like yours. Personalize your pitch and include the press release in the body of the email or as an attachment.
3. Share It on Your Website and Blog
Create a dedicated “Press” or “Newsroom” page on your website where visitors and journalists can find updates. This also helps with your website’s SEO and positions you as a credible business.
4. Post It on Social Media
Break down your press release into short, engaging social media posts. You can turn quotes, launch dates, and product highlights into eye-catching graphics or reels. Link back to the full release on your site or a distribution link.
5. Add It to Google Business Profile
If you have a physical location, post a summary of your launch press release as an “Update” on your Google Business Profile. This improves visibility in local search and shows potential customers you’re active and legit.
6. Send It to Your Email List
Even if you’re just starting out, send your announcement to everyone on your list—friends, family, mentors, early sign-ups, and former colleagues. These people can become your first advocates and help you spread the word.
Final Thoughts
Launching a new business is an exciting and critical milestone. A press release helps you tell your story to the world in a structured, professional way. It’s not just a tool for media outreach—it’s also a foundation for how your brand is introduced to the public.
By following a clear structure, using engaging language, and distributing your press release strategically, you’ll be able to build momentum from day one. Whether you're opening a local shop or launching an online platform, your press release is the beginning of your public narrative—so make it count.
