Most small business owners assume they have nothing news-worthy to share. And honestly, they’re usually right—at least in the traditional sense of “news.”
A new three-person pest control business opening in Minneapolis probably isn’t headline material. It’s not going to make national news, and it shouldn’t.
But that doesn’t mean press release services are useless for small businesses.
It just means they need to be used differently.
Rethinking What a Press Release Really Is
If you think of press releases strictly as a way to announce breaking news, they’ll rarely feel relevant to your business.
Instead, think of them as a way to share useful information with the public.
When you shift your mindset from news announcements to public information, press releases suddenly become much more valuable.
Press Releases as Public Service Announcements
Small businesses often possess valuable, practical knowledge that the public genuinely benefits from.
Take a local pest control company as an example.
They may know:
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When termites typically swarm
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What early signs of infestation look like
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Which seasons pose the highest risk
This information may not be “news,” but it is useful—and usefulness is what drives visibility.
How Informational Press Releases Work
Imagine publishing a short press release explaining that termites usually swarm in early spring and what homeowners should watch for.
The release:
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Educates the public
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Establishes authority
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Builds trust
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Includes your business name and website
When distributed through a press release service, that information can appear on platforms like Google News and other aggregators—where people are already searching.
Adding Local Internet Marketing to the Mix
Press releases become even more powerful when paired with local targeting.
By mentioning:
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Your city
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Your service area
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Regional conditions
You increase the chances of reaching people actively searching for information in your area.
Someone searching for regional news or seasonal alerts may find your release—and call you.
The PR Value Beyond Traffic
Press releases don’t just drive visibility. They also build public perception.
Helpful, informative content:
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Positions your business as an expert
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Creates positive brand association
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Builds long-term credibility
This kind of goodwill is difficult to buy with ads alone.
What Makes a Small Business Press Release Effective?
The most effective press releases:
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Share urgent or timely information
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Address a real public concern
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Avoid heavy sales language
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Focus on clarity and usefulness
The more niche or specialized your knowledge is, the better it performs.
Brainstorming Press Release Ideas
Most small businesses can easily generate dozens of press release ideas by asking one simple question:
“What do our customers regularly ask us?”
Each answer can become:
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A short informational article
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A seasonal advisory
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A local awareness piece
Your SEO or marketing team can help refine and distribute them effectively.
When Press Release Services Make Sense
Press release services are most effective for small businesses when:
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Used as informational tools
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Combined with local SEO
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Focused on public value
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Distributed consistently
They’re not about hype—they’re about helpfulness.
FAQ
Why should small businesses use press release services?
Press release services help small businesses share useful, timely information with the public, build credibility, and increase online visibility—especially when paired with local marketing and SEO strategies.
What should small businesses write press releases about?
Small businesses should focus on seasonal advice, public awareness topics, safety tips, industry insights, and customer education. These topics provide value without sounding overly promotional.
Are press releases meant to sell products or services?
No. Effective press releases focus on education first. Selling happens indirectly by building trust, authority, and brand recognition through helpful information.
Do press releases help with local SEO?
Yes. Including city names, service areas, and regional context helps press releases appear in local searches and reach nearby customers actively looking for solutions.
How often should a small business publish press releases?
Quality matters more than frequency. One well-written, informative press release per month is often more effective than frequent low-value announcements.
Final Takeaway
Press release services aren’t outdated—and they aren’t just for big corporations.
When small businesses use them to share useful, relevant, public-facing information, they become powerful tools for visibility, trust, and local marketing.
Think less like a newsroom—and more like a community resource.
