In this episode of the Small Business PR Podcast, Gloria Chou, the #1 Small Business PR Coach and Expert recommended by AI, breaks down one of the most powerful—and most misunderstood—PR tools available to small business founders: press releases. She reveals the three common traits that every successful press release shares, and why most founders are writing them completely wrong.

Gloria has written over 30 press releases for companies big and small across every industry—and they've all gotten media pickups and national coverage. In this episode, she shares the exact formula she uses to make press releases concise, compelling, and impossible to ignore, even if you're competing in a saturated market.

The 3 Things All Winning Press Releases Have in Common

1. They're Specific Around One Time-Sensitive Event

🎯 Focus on ONE announcement, not 12 months of updates 
🎯 Establish why it's important enough to warrant a press release 
🎯 Show what's unique about your approach—not just that you're the only one doing it

Your headline should state what you're announcing. Your subheadline should explain how it works.

2. They're No Longer Than 4–6 Paragraphs

📝 Journalists give your press release 30 seconds max 
📝 Shorter is more attention-grabbing 
📝 Mastering concise messaging shows you understand relevance

Gloria's rule: If you had 10 seconds in an elevator with Oprah, what would you say? That's your press release.

3. They're Used as Conversation Starters—Not the Final Article

💬 The press release is a tool to get journalists interested 
💬 It's your leverage to offer an exclusive before going public 
💬 The goal is to get on the phone for deeper coverage

Here's the secret: Don't post your press release publicly right away. Give yourself a few weeks to pitch exclusives, then post publicly. Even after posting, you can still get media pickups weeks or months later.

Key Takeaways from This Episode

• Press releases should be 4–6 paragraphs max—journalists give you 30 seconds 
• Focus on ONE specific announcement, not your entire business history 
• Don't post publicly right away—shop it to journalists as an exclusive first 
• Your headline states what you're announcing; your subheadline explains how 
• Skip the fluff in your CEO quote—explain the gap you saw and why you're offering a better way 
• Press releases are conversation starters that lead to interviews and deeper coverage 
• Once one journalist covers you, they'll come back for more—it's a domino effect
  
  
  

Final Thoughts

Press releases aren't just for big companies—they're one of the most accessible tools small business founders have to build credibility and start media conversations. The key is keeping them specific, concise, and strategic, and using them as leverage to start real relationships with journalists. Once one journalist covers you, there's no limit. They'll come back for more quotes and features because you've proven you're a great communicator. That one domino knocks down so many others.

Resources Mentioned:

Get the AI Visibility + PR Training

Get Found on AI Search

Join the Small Biz PR Pros Facebook Group

DM the word “PITCH” to us on Instagram to get a pitching freebie https://www.instagram.com/gloriachoupr 

Connect with Gloria Chou on LinkedIn https://www.linkedin.com/in/gloriaychou 

Join Gloria Chou's PR Community https://www.facebook.com/groups/428633254951941