Most small businesses should send four to six strong press releases per year.
That is not a rule. It is a starting point.
The better question is not, “How often should we send one?” It is, “Do we have something real to say?”
A press release works best when it gives journalists, customers, partners, and searchers a clear reason to pay attention. If you send one every time you change a button color on your website, people will tune you out. If you only send one when your business has major news, you may miss smaller moments that build trust over time.
The goal is steady visibility without noise.
Why quarterly is a good starting point
For many small businesses, one press release per quarter is enough to stay visible and disciplined. It gives you time to gather real news, write it well, and follow up with the right reporters.
This could include:
- A new product or service
- A major customer win
- A local expansion
- A partnership
- An award
- A useful report or survey
- An event
- A milestone that says something about growth
That last part matters. “We have been in business for five years” is nice. “We have helped 500 local homeowners cut repair costs over five years” is stronger.
The first is a company fact. The second is a story.
For a broader planning framework, see this eReleases guide: How Can You Create a Press Release Marketing Strategy?
When monthly press releases make sense
Some businesses have enough legitimate activity to send a press release every month.
This often applies to:
- Fast-growing startups
- Franchises or multi-location businesses
- Authors with speaking events, awards, or media appearances
- Nonprofits with programs, fundraising campaigns, and community impact
- Companies releasing original data or research
- Businesses in industries where trade media covers frequent updates
Monthly releases can work, but only if each one stands on its own.
A software company might announce a product update one month, a customer success story the next, and a funding milestone after that. That cadence makes sense because the news changes.
But sending a monthly release just to “stay active” is a mistake. Journalists are not waiting for your internal content calendar. They are looking for stories their audience will care about.
When to send fewer releases
Some businesses should send only two or three press releases a year.
That is fine.
A local accounting firm, roofing company, specialty retailer, or consulting practice may not have public news every month. For them, the best PR calendar might be built around a few strong moments: a community initiative, a seasonal consumer tip report, a new office, or a notable business milestone.
You do not need to manufacture news. You need to recognize it when it appears.
Here is a practical test: would someone outside your company care?
If the answer is no, it may be better as a blog post, email newsletter, social post, or customer update.
Timing matters, too
Frequency is only part of the equation. Timing affects whether your release gets noticed.
For local media, PR Newswire recommends sending press releases in the morning, generally Tuesday through Thursday, while avoiding Monday mornings, Friday afternoons, holidays, and crowded news days: How to Send a Press Release to Local Media & Newspapers
Give reporters enough lead time, especially for events. A release about a grand opening sent the day before the ribbon cutting is usually too late. You want the media to have time to ask questions, plan coverage, or assign someone.
Build a simple annual PR calendar
Do this once a year.
Make a list of possible announcements for the next 12 months. Do not worry yet about whether each one deserves a release.
Look at:
- Product or service launches
- Seasonal hooks
- Company milestones
- Customer stories
- Community involvement
- Survey or data opportunities
- Events
- Hiring or leadership changes
- Partnerships
Then sort them into three groups:
- Definitely newsworthy
- Maybe newsworthy with the right angle
- Better suited for owned content
Your “definitely” group becomes your press release calendar. Your “maybe” group becomes your story-development list. Your “owned content” group becomes blog, email, and social material.
That keeps you from wasting a release on weak news.
The best answer: send one when it earns the space
For most small businesses, four to six press releases per year is a healthy rhythm. Monthly can work if the news is real. A few times a year can work if the stories are strong.
Do not chase frequency. Chase usefulness.
A good press release tells the market, “Here is what changed, here is why it matters, and here is who it helps.”
When you have that, send it.
When you do not, keep listening for the real story.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn