A press release is one of the few tools that costs nothing to send and can put your handmade business in front of thousands of new buyers overnight. Most makers never bother. They assume press releases are for big brands with PR budgets, not for one-person studios selling at local markets or through an Etsy shop. That assumption leaves real opportunity on the table.
The truth is that journalists, local editors, and lifestyle bloggers are actively looking for stories about independent makers. They need content. A clear, well-targeted press release gives them exactly what they need to say yes.
What actually counts as news for a handmade business
Before you write a single word, you need a genuine news hook. Sending a press release that says "we sell handmade ceramics" is not a story. These are:
- A new product range launching for a specific season or occasion
- Stocking your work in a new retail location for the first time
- Winning or being shortlisted for a maker award or craft fair prize
- Reaching a meaningful milestone (10 years in business, 1,000 orders shipped)
- Collaborating with another local maker, artist, or business
- A community initiative tied to your products, such as donating a portion of sales to a local cause
If none of those apply right now, wait until they do. A press release without a news hook is just an advertisement, and editors bin those immediately.
The structure every press release needs
Journalists read press releases in seconds. Your job is to make their decision effortless. Follow this order without deviation.
Headline
Write it like a news headline, not a tagline. Specific, active, and under 12 words. "Belgrave ceramicist launches sustainable glaze range for Christmas 2026" beats "Exciting new collection now available" every time. Keep it in sentence case.
Dateline and lead paragraph
Open with your city and date, then answer who, what, when, where, and why in the first 40 words. A journalist should be able to publish your lead paragraph almost verbatim. That's the goal. If the first paragraph requires reading the second one to make sense, rewrite it.
Body paragraphs
Two or three paragraphs of supporting detail. Include the story behind the product or milestone, what makes your work distinct, and any relevant context (local sourcing, sustainable materials, years of craft experience). Keep each paragraph under 80 words.
A quote from you
Every press release needs one attributed quote. Write it as a complete sentence that sounds like a person talking, not a corporate announcement. "I wanted this range to feel like something you'd find in a 1960s country kitchen, not a chain homewares store" is a publishable quote. "I am excited to share this new collection" is not.
A short boilerplate
End with two or three sentences describing your business. Name the business, state what it makes, note where it's based, and include your website. This is where your maker bio earns its keep: the same tight description you've already written for your About page works here with minimal editing.
Contact details
Your name, phone number, and email address. No contact details means no follow-up, which means no coverage.
Who to send it to, and how
Target specifically, not broadly. Three well-targeted sends beat fifty blind ones. Start with local newspapers and community publications covering your suburb or region. The Dandenong Ranges and surrounding areas have several local outlets that actively cover small business and maker stories. Add lifestyle bloggers whose audience overlaps with yours: sustainable living writers, homewares enthusiasts, gift guides editors.
Send the press release as plain text in the body of the email, not as an attachment. Attachments get filtered or ignored. Paste the release directly, then attach one or two high-resolution product images separately. Reference the images in the email body so the editor knows they're there.
Your subject line is the email headline. "Press release: [your headline]" is fine. Keep it factual and under 60 characters. Don't use exclamation marks.
Timing and follow-up
Send at least 4 weeks before the event or launch date you're announcing. Magazines typically work 2 to 3 months ahead. Local papers and blogs move faster, but earlier is always safer. Tuesday and Wednesday mornings are the best send days. Avoid Mondays (inboxes are full) and Fridays (editors are wrapping up).
Follow up once, by email, exactly one week after your original send. Keep it short: two sentences confirming they received the release and offering to answer any questions. Don't follow up twice. A second follow-up marks you as difficult to work with, and editorial relationships are long-term.
Common mistakes that kill coverage
The biggest one is writing for yourself instead of the editor's audience. Every sentence in your press release should serve the reader of that publication, not just describe what you love about your products. Ask yourself: why does this matter to someone who has never heard of me?
Burying the news is the second most common error. If your hook doesn't appear until paragraph three, rewrite from scratch. Editors read the first paragraph and move on. If the news isn't there, they're gone.
Spelling errors and broken links signal that you don't take the process seriously. Proofread twice. Read it aloud. Check every URL before sending.
Finally, don't neglect your product photography. A press release without strong images rarely runs in print or online. If photography is a weak point, taking better product photos with your phone is a genuinely achievable upgrade before your next send. Good light and a clean background go a long way.
Repurposing what you write
A press release you've already written is raw material for at least three other things: a newsletter update, a social media post, and a news section on your website. Etsy shop announcement sections and "Updates" posts can also carry an abbreviated version to reach buyers already following your shop. The core story doesn't change across those formats. The length and tone do.
Press releases build a paper trail that compounds over time. A maker who has been covered three times by local media carries that credibility into every wholesale pitch, every craft fair application, and every new stockist conversation. One good send, done properly, is worth the hour it takes.