Using Press Releases to Build Your Business

What this video covers

Eric Treworgy explains how small local businesses can use earned media and press releases to get free publicity that carries more credibility than paid ads. He walks through a real Maine business press release line by line, demonstrating proper formatting, newsworthy angles, and quote structures. This guide is directly applicable to brick-and-mortar and regional small businesses with an event, expansion, or distinct local story, though it is less relevant for routine business announcements.

Best for: Brick-and-mortar retail and food businesses; Small businesses hosting community events or fundraisers; Companies expanding, hiring significantly, or relocating; Not useful for routine product restocks or seasonal reopening announcements without a unique hook; Not intended for national advertising campaigns requiring massive paid distribution

Chapters

1. 00:00 Introduction and Maine SBDC Overview
2. 02:14 Paid Advertising vs. Earned Advertising
3. 05:10 What Makes a Story Newsworthy
4. 09:35 Business Benefits and the Viral Effect
5. 12:54 Why News Outlets Need Small Business Stories
6. 14:52 Case Study: Narrative Food Press Release
7. 24:32 Writing Guidelines and Structure
8. 27:44 Standard Press Release Formatting Rules
9. 31:33 Including Photos with Your Release
10. 31:53 How to Submit and Pitch Local Media
11. 37:54 Amplifying Coverage and Cross-Posting
12. 39:31 Q&A and Local Media Targeting

Key points

• 08:14 Earned media coverage provides instant credibility and customer legitimacy that paid advertising cannot match.
• 09:07 Routine events like seasonal reopenings or minor new products are generally not considered newsworthy by editors.
• 13:04 Local newsrooms operate with fewer staff than in the past, creating high daily demand for ready-to-use stories.
• 28:52 Industry-standard press release formatting requires three cross-hatches (###) at the bottom to signal the end.
• 40:36 A 50-mile radius around a physical business is the effective reach for regional news coverage.
• 43:00 Paid wire release distribution services are overkill for small local businesses; direct outreach works better.

Turn it into a project: Pitch and Publish a Local Business Press Release

Create and distribute a properly formatted press release to local media outlets to secure free earned publicity, boost customer traffic, and build reusable brand collateral.

Phase 1: Story Angle & Content Preparation

1. 05:10 Select a newsworthy event such as a major expansion, relocation, or charity partnership
2. 24:59 Draft a clear, attention-grabbing headline
3. 25:08 Draft the body copy using the inverted triangle structure
4. 26:13 Create quotes for the business owner and partner, securing written approval
5. 31:33 Prepare professional photos to accompany the story

Phase 2: Formatting and Review

1. 27:14 Edit text to eliminate extraneous fluff and maintain concise phrasing
2. 28:38 Insert standard header asterisks for immediate release and bottom cross-hatches (###)
3. 29:10 List all relevant media contact information at the top

Phase 3: Media Outreach and Amplification

1. 32:03 Locate news tip forms and reporter contact emails for local print, TV, and radio within 50 miles
2. 33:24 Send individual pitch emails to relevant beat journalists with the release attached
3. 38:35 Share published media articles and video clips across your company website and social channels

Sign in to Bizer to add this plan to your projects, each task linked to its moment in the video.