How to Write a Press Release Using AI

Most small business owners assume press releases are for other kinds of companies — bigger ones, funded ones, ones with a PR firm on retainer. In reality, plenty of small businesses have news that a local paper, industry publication, or community newsletter would genuinely be interested in: a new location opening, a milestone anniversary, a notable hire, a community partnership, or a meaningful award. The gap isn't a lack of newsworthy moments — it's not knowing how to write the announcement up in the format editors expect.

A press release has a specific structure, and getting that structure right matters more than having polished prose. AI is well suited to this, because the format is well established and repeatable — you're not inventing a new structure each time, you're filling in a proven one.

When a Small Business Actually Has a Press Release Moment

Not everything warrants a press release, and sending one for routine business activity just trains local media to ignore your name. Genuine press release moments include: opening a new location, reaching a meaningful milestone (years in business, a notable number of customers served), launching a new service that fills a real gap in your local market, a significant community partnership or sponsorship, a notable hire or promotion, or an award or recognition. If you're unsure whether something qualifies, ask: would a stranger reading the local paper find this interesting, not just people who already know your business? If yes, it's worth writing up.

The Structure Editors Expect

A press release follows the "inverted pyramid" — the most important information first, supporting detail after, background last. It opens with a headline and a one-paragraph summary covering who, what, when, where, and why. That's followed by a few paragraphs of supporting detail, often including a quote from the owner. It closes with a short "boilerplate" paragraph describing the business in general terms, and contact information for media follow-up. Sticking to this structure isn't just convention — it's genuinely what makes a release easy for an editor to skim and decide whether to run.

Prompt to use:

"Write a press release for a [type of business] in [city/province], Canada announcing [the news — e.g., a new location opening, a 10-year anniversary, a new service launch]. Follow standard press release structure: a clear headline, an opening paragraph covering who/what/when/where/why, two to three supporting paragraphs with relevant detail, one quote from the owner that sounds natural and specific rather than generic corporate language, and a closing boilerplate paragraph about the business. Include a placeholder for media contact information at the end. Keep the total length under 500 words."

Review the quote carefully before sending anything out — AI-generated quotes can default to sounding like marketing copy rather than something a real person would actually say. Rewrite it in your own words if it doesn't sound like you.

Writing a Boilerplate You'll Reuse for Years

The boilerplate — the short paragraph describing your business at the end of every release — is worth getting right once because you'll reuse it verbatim in every future release, media kit, or partnership announcement. It should cover what you do, who you serve, where you're based, and how long you've been operating, in three or four sentences.

"Write a boilerplate paragraph about our business for use at the end of press releases. Cover what we do, who we serve, where we're based in Canada, and how long we've been operating. Keep it to 3-4 sentences, written in third person, professional but not stiff."

Where to Actually Send It

Writing the release is only half the task — it needs to reach someone who might actually run it. Start local: community newspapers, local news websites, and industry-specific trade publications are generally far more receptive to small business news than national outlets, and their audience is often exactly who you want to reach anyway. Look up the specific reporter or editor who covers local business or your industry, and send the release directly to them with a short, personal note rather than a generic mass email — a real name in the "to" field gets read far more often than a general inbox submission.

A Small Habit With a Long Payoff

Most small businesses have more press-worthy moments over the years than they realize — they just never get written up. Once you have a clean template and a reusable boilerplate, turning a milestone into a proper release is a twenty-minute task instead of an intimidating one. Even if only one release in five gets picked up, each one that does is free, credible exposure that a paid ad could never quite replicate.