Should Small Businesses Bother With Press Releases?

If you run a small business, you might think press releases are for big corporations with PR departments. Not true. But small businesses do need to use them differently — smarter, more local and more selectively.

Why press releases can work for small businesses

Local media loves local stories. Calgary outlets actively look for neighbourhood businesses, local founders and community impact. You're not competing with national brands for those stories.

Credibility is huge for small brands. "As featured in the Calgary Herald" on your website or storefront builds trust fast. Canadian buyers especially tend to want proof before they buy.

It helps your search presence. A release on your website, plus any coverage it earns, gives people more to find when they Google you.

It gives you content. One release becomes a LinkedIn post, a newsletter story, a social carousel and a website update.

When it's worth it

Opening a new location
A genuinely new product or service
A community initiative, fundraiser or partnership
Hitting a meaningful milestone (10 years in business, 1,000th customer)
Winning an award
A human story — a founder's journey, an employee's achievement

When it probably isn't

Minor updates (new menu item, tweaked hours) — use social media instead
Purely promotional sales or discounts — that's advertising
News with no angle beyond "we exist"

For quick updates, social is often the better tool. We compare them in Press Release vs. Social Media Announcement: Which Should I Do?

The lean small-business approach

You don't need a big budget. Try this:

Write it yourself or with light help. See Should I Write My Own Press Release or Hire Someone?
Skip the expensive wire at first. Post it on your website.
Pitch five to ten local reporters personally. This is where coverage comes from.
Share it with your BIA, chamber and community groups.
Repurpose it across your own channels.

Our free playbook: How to Get a Press Release Picked Up Without Paying for Distribution.

What results to expect

Be realistic. Not every release will land a story. But over time, a few well-placed pieces of coverage can:

Drive new customers through the door
Make your sales conversations easier
Help with hiring
Give you assets for your website and ads

Results often show up gradually rather than overnight — see How Long Does It Take to See Results From a Press Release?

How often should a small business send one?

Quality over quantity. A few strong, newsworthy releases per year usually beats monthly filler. More on frequency in How Many Press Releases Should My Business Send Per Year?

The bottom line

Yes, small businesses should bother — when they have real news. Keep it local, keep it human and focus your budget on pitching rather than blasting.

Quick FAQ

Do I need a PR agency as a small business? Not necessarily. Many small businesses start DIY and bring in help for bigger moments. Startups face a similar call — see Do I Need a Press Release to Build Credibility for My Startup?

What if no one covers my release? It still lives on your website as a searchable record, and you can repurpose it across your channels. Refine the angle and try again with your next piece of news.

Is a press release worth it for a home-based business? It can be, if there's a story — a unique service, a founder journey, a community initiative. Local media covers home-based founders too. The angle matters more than the size of your office.

Small business, big news? Blastily helps local businesses get seen and booked. Start your Blast at blastily.com.