You have big news – a new product, a store opening, a partnership, or an award. You write a press release and send it to dozens of websites. But nothing happens. No publication, no backlinks, no traffic.
Sound familiar? You are not alone. Most press releases never get published because they are written poorly. The good news is that writing a press release that actually gets published is a skill you can learn. In this guide, I will show you exactly how. I will also discuss the best press release sites to target and when link-building services for small businesses in Australia can help.
What Makes a Press Release Publishable?
Editors at press release sites receive hundreds of submissions every day. They spend only 5–10 seconds deciding whether to read yours or delete it. To get published, your release must be newsworthy, well-written, and formatted correctly.
Newsworthy means: Is this truly interesting to their audience? A minor update like “We changed our logo color” is not news. A major announcement like “We launched a free tool that saves small businesses $500 per month” – that is news.
Step 1: Write a Strong, Action-Oriented Headline
Your headline is the most important part. If it does not grab attention, nothing else matters. A good press release headline:
- States the news clearly
- Includes keywords naturally
- Uses action verbs like “launches,” “announces,” “partners,” or “wins.”
- Stays under 100 characters for better display
Bad headline: “ABC Company Announces New Thing.”
Good headline: “ABC Company Launches Free Accounting Tool for Freelancers.”
Step 2: Open with the Most Important Information
Press releases follow the “inverted pyramid” style. That means you put the most critical information in the very first paragraph – the who, what, when, where, and why. Journalists and editors often read only the first few lines. If they understand your news immediately, they might publish it. If they have to search for the point, they will delete it.
Example opening paragraph:
“Sydney, Australia – May 18, 2026 – XYZ Franchise Group, a leading provider of tutoring services, today announced the opening of 10 new locations across New South Wales. The expansion brings 50 new jobs to the region.”
Notice how this paragraph answers all key questions immediately.
Step 3: Add a Quote from a Real Person
A press release without a quote feels robotic and impersonal. Include at least one quote from a company leader, a customer, or a partner. The quote should add emotion or insight that the factual part cannot.
Example quote:
“Our CEO, Jane Smith, said, ‘We are thrilled to bring affordable tutoring to more families. Seeing a child’s confidence grow is why we do this work.'”
Step 4: Keep It Brief and Factual
Many beginners write long, salesy press releases filled with words like “amazing,” “revolutionary,” and “best ever.” Editors hate this. Stick to facts. Keep your release to 400–500 words maximum. Use short sentences and bullet points for lists.
Avoid jargon and acronyms without explanation. Write as if your reader knows nothing about your industry.
Step 5: Include Your Boilerplate and Contact Info
At the end of every press release, add a “About [Company Name]” section. This is a short, standard paragraph describing what your business does. Keep it to 3–4 sentences.
Then, provide clear contact information: name, email, and phone number of a real person. Editors may have questions before publishing. If they cannot reach you, they will move on to the next release.
Step 6: Distribute Through the Right Press Release Sites
Where you submit your press release matters enormously. There are three types of press release sites:
- Paid distribution services (like PR Newswire, Business Wire): These are expensive but reach major news outlets. Best for huge announcements from big brands.
- Free press release sites (like PRLog, OnlinePRNews): These are low-cost or free but offer minimal authority. Use them for basic visibility, not for SEO.
- Niche industry sites (like franchise portals, tech blogs, local business journals): These are the best for most small businesses. A published release on a relevant niche site gives you targeted traffic and a valuable backlink.
Step 7: Combine Press Releases with Link Building
Here is a secret that many marketers miss: a published press release is also a powerful backlink opportunity. When a reputable press release site publishes your news and links back to your website, that link improves your SEO.
However, getting published on good sites takes effort. You might need to build relationships with editors or pay for premium placements. This is where link-building services for small businesses in Australia become very useful.
Professional link-building services (like Global Genie) often include press release distribution as part of their packages. They have existing relationships with hundreds of press release sites and industry blogs. They write the release, pitch it to relevant editors, and secure the publication – all for a fixed fee.
For a small business owner with limited time, paying for link-building services for small business in Australia is often worth the investment. You get the backlink, the traffic, and the brand exposure without spending weeks on outreach.
Common Mistakes to Avoid
- Mistake 1: Sending the same generic press release to 100 sites. Personalize each submission.
- Mistake 2: Writing “For Immediate Release” at the top. This is outdated. Just start with your headline.
- Mistake 3: Forgetting to proofread. Spelling errors signal unprofessionalism.
- Mistake 4: Submitting old news. Press releases should announce something happening now or very soon.
Final Checklist Before You Submit
Before you hit send on your press release, check these boxes:
- Headline is clear and action-oriented
- First paragraph answers who, what, when, where, why
- Includes at least one quote
- Factual, not salesy
- Boilerplate “About” section added
- Contact information is correct
- Submitted to relevant press release sites (not random ones)
- Proofread for spelling and grammar
Conclusion: Your News Deserves to Be Seen
Writing a press release that gets published is not luck. It is following a proven formula. Focus on real news, write clearly, add a human quote, and submit to the right places. If you lack the time or connections, consider link-building services for small businesses in Australia to handle the distribution professionally.
Your story matters. With the right approach, editors will agree – and your business will enjoy the traffic, backlinks, and credibility that come with great press coverage.
