Best Practices for Writing and Submitting a Press Release for Your Local Business

For local businesses, standing out is both an art and a necessity. Press releases serve as a vital tool in this endeavor, offering a unique opportunity to capture the attention of media outlets and, by extension, your target audience. At Local Image Co., we understand the power of a well-crafted press release in shaping the narrative of your business and fostering relationships with local media.


Our goal here is simple yet profound: to guide local businesses in harnessing the potential of press releases for gaining media coverage. This isn’t just about broadcasting your latest news; it’s about strategically crafting your story in a way that resonates with journalists and, ultimately, with your community.

Understanding the Press Release

What is a Press Release?

At its core, a press release is a formal announcement sent to media outlets. It’s a tool in the arsenal of public relations, designed to communicate something newsworthy about your business. Whether it’s a new product launch, a significant event, or a noteworthy achievement, a press release aims to convey this information succinctly and effectively to the press.

Purpose in Public Relations

A press release does more than just share news; it opens the door to media coverage, helping your business gain visibility and credibility. It invites journalists and media outlets to delve deeper into your story to find the heart of what makes your news significant to the wider community.

Historical Significance and Evolution

Tracing back to the early 20th century, the first press release was crafted in response to a crisis, setting the stage for an ongoing relationship between businesses and the media. Over the years, press releases have evolved from mere factual statements to strategic communication tools that reflect the brand’s voice and narrative style. This evolution signifies a shift from simply providing information to engaging storytelling, making press releases a dynamic component of modern public relations.


In today’s digital age, the essence of a press release remains the same, yet its reach and impact have expanded exponentially. Now, a well-written press release can traverse beyond local newspapers to online news outlets, social media platforms, and beyond, amplifying your local business’s story to an audience wider than ever before.

Crafting Your Press Release

cup of coffee in front of computer

At Local Image Co., we believe in the power of storytelling and clear communication. Crafting your press release is much like painting a picture for your audience; it needs the right elements to make an impact. Here’s how you can create a press release that not only informs but also engages and inspires action.

Choosing a Newsworthy Topic

The foundation of a compelling press release is a topic that resonates with your audience and feels timely. Ask yourself, “Why should people care about this news?” It could be an innovative product, a significant milestone, or an event that connects with broader community interests. The key is to focus on aspects of your business that offer value or insight, creating a narrative that aligns with your audience’s curiosity and needs.

Writing an Engaging Headline

Your headline is the first, and sometimes only, impression you make on your audience. It should be a beacon that guides readers into the story, so make it captivating yet concise. Use active language and clearly state the essence of your news. Think of it as a concise summary of your press release, one that promises value to the reader. Remember, a headline that sparks interest is more likely to be read and shared.

Keeping the Content Concise

The body of your press release should be direct and to the point. Stick to the facts and maintain a straightforward narrative flow. Start with the most critical information – the who, what, when, where, and why – and then delve into the details. Short paragraphs and bulleted lists can improve readability, making your press release digestible.

Incorporating a Clear Call to Action

Every press release should guide the reader toward a desired action. Whether visiting your website, attending an event, or contacting your business for more information, your call to action (CTA) should be clear and compelling. Place it towards the end of the release, ensuring it’s straightforward and easy to follow. This is your moment to convert readers’ interest into engagement with your business.

Utilizing SEO Best Practices

While SEO may not be the primary focus of a press release, it can significantly enhance its visibility anywhere it lives online. Use relevant keywords throughout your content, especially in the headline and the first paragraph. Think about what terms your audience might use to search for your news. Including these keywords can help your press release rank better in search engine results, increasing the chances of being seen and shared.

The Structure of a Press Release

A well-structured press release is like a well-built home: every part has its purpose and contributes to its effectiveness. Let’s walk through the typical anatomy of a press release designed to capture attention and convey your message effectively.


Your headline is the front door of your press release: it invites readers in. It should be compelling and clear, offering a snapshot of what the release is about. Think of it as a brief, punchy statement that encapsulates the essence of your news.

Date and Contact Information

Just below the headline, include the release date and contact information. This ensures that readers know the timeliness of the information and how to get in touch for more details. It’s about making your press release as accessible and useful as possible.

The Body: Opening Paragraph and Additional Context

The body of your press release is where you tell your story. Here’s how to structure it:

  • Opening Paragraph: This is where the five Ws come into play. Answer who, what, when, where, and why as concisely as possible. This paragraph is the foundation of your press release and should provide the reader with enough information to understand the basics of your announcement.
  • Additional Context: The following paragraphs should build on the opening by adding more details. This could include background information, quotes from key stakeholders, or specific data points. The goal is to flesh out the story while maintaining clarity and brevity.

About Section

Conclude your press release with an ‘About’ section where you provide background information. This is a brief overview of your business that provides context about who you are and what you do. It’s an essential element, especially for readers who might be less familiar with your business.


Common Types of Press Releases

Press releases come in various forms, each serving a unique purpose. Understanding the different types can help you tailor your message effectively to your specific needs.

General News

This is the most common type. It’s used to announce significant company news, such as milestones, achievements, or major updates. The focus here is on something new and noteworthy about your business.

Product Launches

When introducing a new product or service, a press release can generate buzz and inform the public about what’s coming. These releases should focus on the features, benefits, and availability of the new offering.

Product Updates

Not as grand as launches, but just as important, product update press releases inform your audience about significant changes or improvements to existing products or services.


Hosting a special event? Use a press release to spread the word. Include key details like the event’s purpose, date, location, and how people can participate or attend.

Grand Openings

If you’re opening a new location or launching a new venture, a grand opening press release can attract attention and drive foot traffic. Highlight what makes your new venture unique and why it’s significant for your community.

Press Release Dos and Don’ts

Creating an effective press release is a blend of art and technique. It’s crucial to know what to embrace and what to avoid for your press release to make the right impact. Here are some dos and don’ts to keep in mind:



  • Focus on the Angle: Every press release needs a hook – a unique angle that makes your story stand out. This could be an unusual aspect of your product, a significant impact on the community, or an innovative approach your business is taking.
  • Use Keywords Thoughtfully: While your press release should read naturally, integrating relevant keywords can boost its online visibility. Think about what terms your target audience might use when searching for news related to your announcement.
  • Be Clear and Concise: Your press release should be easy to read and to the point. Avoid jargon and complex language; your goal is to communicate your message clearly and efficiently.



  • Overdo Superlatives: While it’s tempting to describe your news as the “best” or “most innovative,” such claims can turn off journalists and readers. Stick to factual and straightforward language.
  • Ignore the Audience: Always write with your target audience in mind. What information would they find valuable and interesting? Tailor your content accordingly.
  • Be Redundant: Each part of your press release should offer new information. Avoid repeating the same details in different sections; this can bore or frustrate your readers.

Submitting Your Press Release in Maine

pile of newspapers

Once your press release is polished and ready, it’s time to get it into the right hands. If you’re targeting the Maine area, here are some prime options for submission:

  • MaineBiz: A leading source for business news in Portland, Maine, MaineBiz is a great platform for press releases related to local business developments and announcements.
  • Maine Public: For stories with a broader community impact or of public interest, Maine Public can be an ideal outlet. They cater to a wide audience interested in diverse local news.
  • Sun Journal: As a prominent newspaper in Lewiston, Maine, the Sun Journal can be a valuable platform for reaching a broad audience in the region.


Remember, the key to successful submission lies not just in choosing the right outlet, but also in tailoring your press release to align with the outlet’s style and audience. Take the time to research each option and understand their readership to maximize the impact of your announcement.

The Bottom Line

As we wrap up our guide, let’s revisit the key insights we’ve shared about creating and distributing press releases. Our journey through the nuances of press release crafting aims to empower local businesses with the knowledge and confidence to share their stories effectively.

  • Crafting Your Press Release: Remember, the core of a great press release lies in choosing a topic that is both newsworthy and relevant. Your headline should be engaging, and the content should be concise and clear, with a strong call to action. While SEO isn’t the primary focus, smart use of keywords can enhance your release’s visibility.
  • The Structure: A standard press release typically includes a headline, date, contact information, an informative body, and an about section. The opening paragraph should cover the five Ws (who, what, when, where, why), followed by additional context in the subsequent paragraphs.
  • Types of Press Releases: Different stories call for different types of press releases, such as general news, product launches, product updates, events, or grand openings. Choose the type that best fits your announcement.
  • Dos and Don’ts: Keep your language clear and focused, use keywords judiciously, and avoid redundancy and overuse of superlatives. Always write with your audience in mind.
  • Submitting Your Press Release: When targeting the Maine area, consider local media outlets like MaineBiz, Maine Public, Sun Journal, and EIN Presswire’s Maine Media Directory. Tailor your press release to align with the chosen outlet’s style and audience.


Press releases are a powerful tool for local businesses to amplify their voice and share their unique stories. By following these guidelines, you can craft messages that reach and resonate with your intended audience. 


We encourage you to harness the potential of press releases to create impact, build relationships with media outlets, and grow your business’s presence locally and beyond. Remember, each story you tell is an opportunity to connect with your community and shape the narrative of your brand.