Expansion announcements are easy to publish and easy to make sound hollow. A new office is only news if a reader can see what it changes — capacity, jobs, coverage, or a capability you did not have. This guide covers what to include, the local angle most companies miss, and when an opening is not worth announcing.
The number that carries the story
Every expansion release needs at least one figure a reader can picture. Square footage, jobs, capacity, or coverage area — pick the one that actually matters and lead with it.
| Hollow | Working |
|---|---|
| Opens a state-of-the-art new facility | Opens a 40,000 sq ft warehouse, adding 26 jobs |
| Expanding to serve growing demand | Doubles northern storage capacity after running at near-full since September |
| Strengthening our regional presence | Brings same-day delivery to four counties that previously took two days |
If you cannot produce one such number, the opening is probably an internal milestone rather than news.
Say why here, and why now
The second most-skipped element. A company opening in a specific place had a reason, and stating it turns a bland announcement into a story.
- Demand you can evidence — “18% of online orders last year came from this region”
- A constraint you hit — “we were turning away contracts because we had no room”
- A cost that changed — rising freight, transit delays, shelf life lost in transport
- Access to people — a talent pool, a university, an industrial cluster
Framing expansion as growth for its own sake reads as promotional. Framing it as the solution to a problem reads as news.
A worked example
FOR IMMEDIATE RELEASE Northline Coffee Opens First US Roastery in Portland PORTLAND, Oregon — 25 September 2026 — Northline Coffee has opened its first United States roastery in Portland, its first site outside Canada. The 12,000 square foot facility will supply the company’s 14 US wholesale accounts and adds 18 jobs. Northline has shipped to US customers from its Vancouver roastery since 2023, but rising cross-border freight costs and a two-day transit delay made domestic roasting viable at current volumes. The company expects the Portland site to roast approximately 40 tonnes in its first year. “We were burning three days of shelf life in transit,” said Jonah Reyes, Operations Director at Northline Coffee. “Our wholesale accounts noticed before we did.” About Northline Coffee Northline Coffee is a specialty coffee roaster supplying wholesale and retail customers in Canada and the United States. Founded in 2016 and headquartered in Vancouver, the company operates two roasteries and employs 57 people. Media Contact Marta Kowalski Brand Manager marta.kowalski@example.com +1 503 496 0166 ###
Why it works: square footage, accounts served, jobs and first-year capacity are all stated. The second paragraph gives the commercial reason rather than calling it growth. And the quote admits customers noticed the problem first, which is the sentence a journalist would use.
The local angle is the whole opportunity
National business press rarely covers an office opening. Regional press covers it consistently, and regional press is where your future employees and local customers actually read.
Write for that desk:
- Name the specific area, not just the city. “Trafford Park”, not “Greater Manchester”.
- Lead with jobs if there are any. It is the single fact a local editor cares about most.
- Say whether you are hiring now, and roughly for what roles.
- Mention the history of the building if it has one — a vacant unit brought back into use is a story in itself.
When not to announce
- A registered address that is not a real office. It will be checked, and it is embarrassing when it is.
- A move rather than an expansion. Relocating the same team to a nicer building is not growth; say it is a move.
- A virtual office or coworking desk presented as an office opening.
- Before the lease is signed. Announcements that quietly never happen are noticed.
Frequently asked questions
Is opening a new office worth a press release?
Yes if it changes something measurable — capacity, jobs, coverage area, or a capability you did not have before. A relocation of the same team to a nicer building is not an expansion, and a registered address that is not a staffed office should not be announced at all.
What should an expansion press release include?
The location and opening date, at least one figure such as square footage or jobs, the commercial reason for choosing that location, what changes for customers, and one quote explaining the decision. Without a number the announcement reads as an internal milestone.
Should I pitch local or national media?
Local and regional, almost always. National business desks rarely cover office openings, while regional press covers them consistently — and regional readers include the people you will hire and sell to. Name the specific area and lead with jobs.
When should the announcement go out?
On or just after the opening date, and only once the lease is signed. Announcing an intended opening that later does not happen is noticed, and it makes subsequent announcements harder to place.
How long should it be?
Around 250 to 350 words. Location, size, jobs, the reason, what changes, one quote, boilerplate and contact. Expansion announcements are naturally short, and padding one out makes the site sound smaller rather than larger.
Next
For the underlying format see how to write a press release, and press release examples for other announcement types. When the lease is signed, submit the release or see the plans.
