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How to Write a Press Release

Press release

If you’ve never wrote a press release (or if you’ve written hundreds) it’s always a good tool to revisit. Read on to learn the basics.

What is a Press Release?

The goal of a press release is to notify the media in hopes that they will spread the good news. Of course, timing is of the upmost importance, so the sooner you can get the word out the better.

Publish your press release on your website and social media channels to get the news out to your audience. The subject matter of the press release should be something new, of importance (or in other words, newsworthy).


The formatting of a press release is simple. Thankfully it’s formulaic and contains the below elements:

  • Title
  • Opening
  • Body
  • Contact information

Always write in the third person (like a media company would publish). News releases typically begin with the city the news happened in and the date. Typically after the title (and centered on the page), news releases include “FOR IMMEDIATE RELEASE” to emphasize the urgency.

A great way to add more length is to include quotes. Unless you already have a quote, go ahead and write what you think the person would say generally about the news release subject. Before publishing, make sure they approve their quote.

With the end of the year being the busiest quarter of them all, we hope you have many reasons to write press releases! If done well, local news will pick the story up and help your business even more.

If you’re looking for more information to guide you in owning a retail business, subscribe to American Quilt Retailer today. Already a subscriber? No worries—join our Facebook group for insights and dialogue from industry specialists like you. And don’t forget, you can always purchase single issues if you prefer that instead.

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Be Your Own Advocate


Tired of customers saying they’ve never seen your store before? Sounds like it’s time to be your own advocate.

Do you ever go to an event and wonder how to hype your events up as much as the one you’re at? Well, one way is to create the buzz yourself.

Start by making or ordering signs to go in your store and front display. Send email blasts every other week about the event, and post in one form or another on your social media (actual posts, adding to your story, etc).

Press release

Another way to advocate yourself is through advertising. You already know how to advertise on Facebook and by purchasing an advertisement in your local newspaper, but have you considered writing a press release?

The best way to accomplish this is by writing the release yourself. Google “press release” to find examples of others, but the biggest thing to remember is to include the who, what, when, and where. Spice up the release by including some personal quotes, and wrap up the piece with your company’s typical pitch (the more impressive you can seem, whether it be the number of trade shows you’ve attended or the book you published, the better).

When submitting your press release, the best way to advocate your business is through a great headline. Try to say the point of the press release in 10 words or less—remember, the fewer the better.

Take photos

Any method you use to advocate for yourself—whether through a press release, advertisement, or sign—can be enhanced through photos.

As with anything, the more visual you can make your message, the better. We all know we live in a photo-centric society, but also remember to stay organized and catalog your images after each event.

*Thanks to Georgeanne Bender and Rich Kizer for the inspiration behind this post. Find out more about them and their services at their website.

If you’re looking for more information to guide you in owning a retail business, subscribe to American Quilt Retailer today. Already a subscriber? No worries—join our Facebook group for insights and dialogue from industry specialists like you.