How to Write a Grand Opening Press Release

Reporters, editors, and local media rely on press releases as a source for news. Your press release is a written report that helps media services tell your story! And, it's a great way to work with media professionals to build publicity for your products, service, and new business's opening.

Press Release Essential Elements

Provide Information

Tell everyone about your business and your vision, but also be practical. Are you a service business, tell everyone about your service options. Do you sell products? Talk about a few of your most anticipated or highest performing products. Are you a restaurant? What will be your signature dishes. Don't forget to include logistics like your address, store hours, URL, phone, email, etc.

Invite Prospective Customers

Make your invitation feel warm and welcoming; be sure to invite your target customers to your grand opening event! Avoid common phrases and cliches; make your invitation conversational and be sure to include a call-to-action that reflects your grand opening sales or incentive.

Tease the Experience

If your grand opening experience will include samples, talk about what they will be and what customers make experience and feel as a result of attending. Is there a game? How about prizes? Include the details to get customers excited about showing up and sharing with their friends and family. Try and get a quote from a customer, vendor/partner, or member of the community. Testimonials are a great way to build trust and affinity, even before you open.

Anatomy of a Press Release

1. Catchy headline

2. Release date and byline

3. Details about the new store

   1. Name

   2. Location

   3. Company website URL

   4. Opening date/time

   5. Normal hours of operation

   6. Owner

4. History and vision of the brand

5. Overview of products/services

6. Relevant image: company logo, store building, products, owner, manager, CEO, manager (recommended)

7. Quote from involved parties (CEO, owner, manager, buyer/seller) and/or member of the community or existing/target customer

8. Sale, incentives, activities, and information about the grand opening event and experience

9. Contact information (contact person, store address, phone, URL, social media handles)
   

Reaching Members of the Media

Most media services want you to help them with content, so they often publishing contact information. Search local newspaper and online new service websites for contact information of the relevant person or desk. Once you send your press release, don't be afraid to follow up with a a phone call to confirm receipt and offer access so that a reporter can ask you questions. Help them make your story their story about you!