Not every business update needs a press release.
That may sound strange coming from someone who works in press release distribution, but it is true. A press release works best when you have news that matters beyond your own office. If the announcement only matters to you, it may be better as a blog post, email, social update, or customer note.
The question is simple: would anyone outside your company have a reason to care?
Start with the “who cares?” test
Before writing a release, ask three questions:
- Who is affected by this announcement?
- Why does it matter now?
- What changes because of it?
If you can answer those clearly, you may have a press release. These questions line up with the basic news values journalists look for, including impact, proximity, timeliness, human interest, and novelty.
For example, “We redesigned our website” is not news. But “We launched a tool that helps homeowners compare local solar incentives in under five minutes” has a stronger case. There is a clear audience, a useful change, and a reason people may want to know.
Good press release topics have a public angle
A press release does not need to be huge. Small businesses often earn coverage from practical, specific stories. But the announcement should connect to customers, an industry, a local community, or a larger trend.
A press release does not need to be huge. Small businesses often earn coverage from practical, specific stories. But the announcement should connect to customers, an industry, a local community, or a larger trend. For more help shaping that kind of announcement, see this guide on how to write a press release for a small business.
Strong topics often include:
- A new product or service that solves a real problem
- A major customer, partnership, or contract win
- Expansion into a new market or location
- Funding, acquisition, or leadership news
- Research, survey data, or original insights
- Awards from a credible third party
- Community involvement with a real local impact
- A milestone that says something larger about the business or market
The key is not “we are excited.” Everyone is excited. The key is what the news means.
Watch for updates that are too internal
Some updates feel important because they took months of work. That does not automatically make them news.
Be careful with releases about:
- Minor website changes
- Routine hires
- Small feature updates
- Internal process improvements
- Vague “growth” claims
- Events with no public interest or community tie
That does not mean you should ignore them. Use those updates in newsletters, sales conversations, blog posts, or LinkedIn content. They just may not deserve a full release.
Look for proof
Journalists are drawn to specifics. So are readers.
Before sending a release, gather proof points: customer results, numbers, dates, names, locations, market context, quotes, or third-party validation. “Company launches new service” is thin. “Company launches same-day repair service after emergency calls rose 42%” gives the story a backbone.
Proof turns a claim into a story.
Consider timing
Timing matters. An announcement may deserve a release, but not today.
Ask: Is there a natural news hook? Does it tie to a season, trend, deadline, event, or recent problem? A tax software company has a stronger story in January than July. A pool contractor has a better homeowner angle in spring than late fall.
Good timing helps your news feel relevant.
Use a press release only when it can carry weight
A press release should not be a public diary. Use it when your announcement has enough substance to stand on its own.
Here is a simple rule: if you can explain why customers, journalists, partners, or your local community should care in one plain sentence, you probably have a release worth considering.
If you cannot, keep shaping the story.
Sometimes the best PR decision is not sending a release yet. It is waiting until you have a clearer angle, better proof, or a stronger reason for the outside world to pay attention.
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