How to Write a Product Launch Press Release [+ Examples and Tips]

By Intelligent Relations Team

August 12, 2022

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The perfect product launch press release announces your latest innovation while making it sound like you’ve reinvented the wheel — again. 

And in a world where “groundbreaking,” “disruptive,” and “revolutionary” have become product description platitudes, the ability to pluck new or underused modifiers from the depths of your brain becomes a “game-changer.” 

Or a status quo reno? How about a paradigm redesign? Oh, never mind. 

We’ll get you through it. Whether you’re unveiling the next smart sandwich or high-tech coffee mug that syncs with your morning playlist, crafting a compelling product launch press release doesn’t have to be rocket surgery. 

With the right mixture of excitement, information, and enough buzzwords to tickle your audience’s trendy bone, you’ll master the delicate dance of launching your product into the world with style. 

Here’s what’s covered:

• What is a Product Launch Press Release?
• What Should a Product Launch Press Release Include?
• How to Write and Format a Product Launch Press Release + Examples
• The Dos and Don’ts of Writing a Press Release
• How to Submit a Product Launch Press Release

What is a Product Launch Press Release?

Generally, any press release is simply an official announcement circulated to media outlets as a way of providing information about company news. The hope is reporters and publications will pick up the announcement and provide press coverage.

A product launch press release is an official announcement issued by a company to the media and public to introduce a new product or service. Its main goal is to generate buzz, inform potential customers, and capture the interest of journalists and influencers who might spread the word further.

A typical product launch press release includes:

• Headline: A catchy and informative title to grab attention.

• Introduction: A brief overview of the product and why it’s newsworthy.

• Product Details: Key features, specifications, pricing, availability, and any other relevant information.

• Quotes: Insights from company executives or product developers that add credibility and personality.

• Call to Action (CTA): Information on how people can buy or learn more about the product.

• Contact Information: How to reach the company for further details or interviews.

Pro Tip: The press release serves as a marketing tool to help the product gain visibility and excitement leading up to its launch. It’s important to build and maintain relationships with relevant journalists and media outlets. 

Easily find journalists interested in your next product launch here: The World’s Most Insightful Journalist Database

Types of Product Launch Press Releases

There are several types of product launch press releases, each with a different focus. They fall into several categories, including:

• Product Announcement: This announces and promotes a new product, regardless if it’s available yet or not. The goal is to generate buzz about the product.

• Product Launch: This press release will describe the product, what it does, when it will launch, and where potential customers will be able to find it.

• Product Expansion into New Markets: Your product, previously only available in certain markets, may now be available in other regions or countries.

• Product Promotion. If you’re hosting a PR event, like a giveaway, to promote a product, you need a product promotion press release. However, if it’s simply a price discount, this will likely be of no interest to journalists.  

• Product Retiring or Sunsetting. This is the press you need if you’re retiring a product — particularly if you have a large user base. If it’s a SaaS product, for example, you want to raise awareness among the user community. 

• Product Update or Rebranding. Simply promote an updated version of a product as part of a larger rebranding initiative, then issue a product update press release. 

Pro Tip: In a product rebranding press release, clearly communicate the reasons for the rebrand and how it reflects the company’s evolution or new direction.

For more information on rebranding press releases, read our article: How to Write a Rebrand Press Release [+ Real Examples]

What Should a Product Launch Press Release Include?

A press release should be a factual summary of the news you’re announcing. They’re usually written in a standardized format, so reporters can easily skim through the key points.

Two key factors to consider are the inverted pyramid structure and the 5 Ws.

• The inverted pyramid is how news articles are written, with the most important information placed at the top of the article and the less important information placed further down. 

• The 5 Ws are the key questions you need to answer in the opening paragraph to provide all the essential details upfront.

Still need a little structuring inspiration or help getting started? Give our AI Press Release Generator a try!

How to Write and Format a Product Launch Press Release + Examples

Writing and formatting an effective product launch press release is essential to making your product announcement stand out and capture attention. A well-structured press release not only conveys the key details of your product but also piques the interest of journalists, influencers, and potential customers. 

By following industry best practices — using the inverted pyramid structure, including strong quotes, and keeping the message concise — you’ll craft a press release that effectively communicates your product’s value while boosting its visibility. 

Crafting a Hook

Simply announcing your new product and its features may not be enough to generate the desired media coverage. You need to create a “hook” to make your press release newsworthy. 

This fancy PR term means explaining why your news is interesting, relevant, and deserving of coverage. 

Here are some examples of how to do this:

• Focus on Problems and Solutions: Does your product solve a well-known, obscure, or interesting problem? If so, make this the crux of the press release.

• Highlight Unaddressed Industry Demands: Is your product the first to address a certain need or demand within the industry? If so, emphasize that and use supporting data points.

• Frame it as Part of a Broader Trend: Has there been a lot of investment in new product launches in your industry? If so, you could frame your product as part of this broader narrative. 

• Focus on New and Unique Product Features: Does your product offer something no other company has done before? If so, make this a key point of the press release.

Product Launch Press Release Example 1

Let’s look at a real-life product launch press release. Below is a breakdown of a successful new product press release written for one of our clients:

1. Title

State the specifics about the product, who’s behind it, and its relevance. Do this in as few words as possible. In this example, we state the company name, the product name, and a summary of what the product does.

2. First Paragraph

Add the date and company location at the beginning of the first paragraph (this answers two of the 5 W’s – when and where). The remaining 3 W’s — who, what, and why — are then answered in the first paragraph. But we keep this high level in this example, as we go into more detail later.

3. Second and Third Paragraphs

Here, we provide more details on what the product does and the problem that it is solving. We also provide some background information on the development of the product

4. Fourth, Fifth, and Sixth Paragraphs

In this section, we go into the specifics of how the product works. We also relate this back to the problem the product is solving, which was explained in the previous section. 

5. Seventh and Eighth Paragraphs

Here, we include a quote from a company executive, which provides more context in the first person.

6. Ninth Paragraph

We wrap up the main part of the press release by including social proof, by listing all the media outlets that the company has previously been featured in. 

7. Boilerplate

Now we include the press release boilerplate — a short summary of the organization issuing the press release.

8. Contact Info

And finally, we include the contact details of the person handling media inquiries. 

Product Launch Press Release Example 2

In this example, Adobe announces new software on the day of launch. Product launch press releases should be timely and include a specific date.

1. Title

As a popular brand name, Adobe has the benefit of recognition. Their title doesn’t need to say more than what they’re introducing, allowing for an ultra-concise title.

2. First Paragraph

The 5 Ws are covered in the first paragraph, as well as some key details about the new software’s capabilities and applications. 

3. Second and Third Paragraphs

In these paragraphs, they’ve provided further information about who this product is for and what problems it solves. 

4. Fourth and Fifth Paragraphs

These paragraphs reiterate and expand on product capabilities and the problems solved by the new software.

5. Additional Information

For tech companies, a product launch press release for new software is an opportunity to provide a simplified breakdown of key features, pricing, and availability.

6. Boilerplate

This boilerplate is atypically short as most are near 100 words. It’s even recommended to keep them shy of 50 words. 

Again, Adobe has the benefit of brand recognition, so they simply state their mission and encourage readers to visit their website.

7. Contact Info

Below the boilerplate, the product launch press release concludes with the necessary PR contact info. 

Pro Tip: When it comes to formatting a press release, use short paragraphs, bullet points for key features, and clear subheadings to make it easy for journalists to scan and share.

For additional help writing an effective press release, read our article: How to Write a Press Release for Great Results [Examples + Tips]

The Dos and Don’ts of Writing a Press Release

To stand the best chance of getting your press release published, you need to avoid some common mistakes. Here’s a quick rundown of the main dos and don’ts of writing a press release:

Pro Tip: Timing is everything. Be aware of when you submit a press release, which for a new product is roughly 1 to 2 weeks before the product hits the market.

Learn more about the best time to submit a press release here: A Quick Guide to Press Release Submission Timing

How to Submit a Product Launch Press Release

To submit a product launch press release, follow these steps:

1. Choose the Right Distribution Channels: Decide whether to distribute through a press release distribution service (such as PR Newswire, Business Wire, or PRWeb) or send it directly to targeted media outlets and journalists.

2. Identify Relevant Media Contacts: Research and compile a list of journalists, bloggers, and influencers in your industry who might be interested in covering your product.

3. Personalize Your Outreach: When sending press releases directly to journalists, personalize your emails by explaining why the product would be relevant to their audience and include a brief, engaging introduction.

4. Leverage Social Media and Company Channels: Share the product launch press release on your company’s website, blog, and social media channels to increase visibility.

5. Follow Up: After submission, follow up with key media contacts to ensure they received the announcement and to offer further details or interviews if needed.

Press Release Distribution Service Vs. Direct Submission

To help you make a more informed decision, let’s explore the pros and cons of press release distribution services and direct submissions to media outlets. 

Press Release Distribution Service

Pros:

• Wide Reach: Distribution services instantly distribute your press release to hundreds of media outlets, newsrooms, and journalists, increasing exposure.

• Convenience: The process is automated, saving time on researching and contacting individual journalists.

• SEO Benefits: These services can improve your product’s visibility in search engines by creating backlinks and increasing online presence.

Cons:

• Cost: Distribution services may be expensive, with prices varying based on reach, word count, and additional features like multimedia attachments.
• Less Personalization: These services may not allow for personalized targeting, making it harder to build relationships with specific journalists or tailor your pitch to niche audiences.

• Uncertain Engagement: A wide net doesn’t guarantee that relevant journalists will cover your story or even see it.

Direct Submission to Media Outlets and Journalists

Pros:

• Personalization: You can tailor your pitch specifically to journalists or media outlets that align with your product, increasing the likelihood of coverage.

• Cost-Effective: Sending press releases directly costs less, as it usually involves email outreach and relationship building rather than paying for a service.

• Better Engagement: Building relationships with journalists may lead to more in-depth coverage or follow-up opportunities.

Cons:

• Time-Consuming: Researching and crafting personalized pitches for each journalist can be time-intensive.

• Limited Reach: Sending press releases directly may limit your exposure, as you’re targeting fewer media outlets compared to a distribution service.

• Inconsistent Results: The success of direct submissions depends heavily on your outreach strategy, and it may be harder to get your press release picked up by larger outlets.

How to Find and Pitch Direct Submissions to Relevant Journalists

First, to find journalists’ contact information, you’ll need a media database. Preston’s extensive media database comes with AI that pairs you with journalists most likely to cover your product launch announcement. Here’s how it works: 

Under Dashboard go to the Media Database tab and select Search Journalists.

Let’s say you work for Ubisoft and are about to launch a new video game. To get the word out, you need to find journalists who cover both gaming and product launches. So, you’ll query “gaming product launch” or “video game product launch.”

Look for journalists with relevant job descriptions, coverage themes, and topics. Here, we’ve found a gaming editor who covers consumer tech with a focus on video games.

Go to the journalist’s profile. Each journalist has a Preston Summary that shows what the journalist or editor in this case covers. You can see that this gaming editor covers video game releases. This is the one!

Time to reach out. Once you’ve found a relevant journalist, you’ll want to shoot them a personalized email. Here Preston’s AI helps you craft the perfect, eye-catching email pitch to get your news covered.

Pro Tip: When submitting a product launch press release directly to media outlets, personalize your email introduction to stand out, and include links to press assets like images or demos to make their job easier.

Get more info on press release submission here: The Ultimate Press Release Submission Guide

Wrapping Up

A well-crafted product launch press release is a powerful tool for generating excitement and media coverage for your new product. By focusing on a clear, concise message, and strategically organizing your content through the inverted pyramid structure, you effectively communicate your product’s key features and benefits. 

Don’t forget to include quotes from company leaders and provide media-friendly assets like images or videos. These small things are essential to enhancing your press release’s overall appeal. 

Whether you distribute your press release through a wide-reaching service or opt for personalized outreach to targeted journalists, the key is to make your announcement informative and newsworthy. A strong press release elevates your product’s visibility, attracts the attention of potential customers, and ultimately contributes to a successful launch. 

With the right approach, your product launch press release will become an essential part of your marketing strategy.

Still not sure how to write a new product press release? Let us help! Simply book a free consultation with us to get expert insight into how to start or improve your press release.