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A definitive guide to writing a product launch press release, with benefits and examples

by | May 3, 2023 | Public Relations

Congratulations! You’ve developed a great new product. Up next is the exciting but nerve-wracking process of introducing your product to the world. The process will determine your product’s success in the market, which is why you’ll need a great product launch press release.

But, creating an effective press release that captures your target audience’s attention can be challenging. So, in this definitive guide, I’ll share tips to help you create a successful product launch release. But first.

What is a product launch press release?

A product launch press release is a written statement that announces the introduction of a new product to the market. It aims to generate interest among the media, potential customers, and other stakeholders.

A definitive guide to writing a product launch press release, with benefits and examples

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It typically includes product details—features, benefits, availability, pricing, and direct quotes from company leaders and customers. It also usually contains high-quality assets, like product images, to make the announcement engaging. See examples of these in the launch press release below:

A definitive guide to writing a product launch press release, with benefits and examples

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The details to include in your release may vary for different sectors. So, it’s a great idea to consult specialized public relations agencies for clarity. For instance, If you’re a retail business owner, you can consult retail PR companies since they understand consumer habits and interests best.

3 benefits of creating a press release for your product launch

Creating a great product launch press release can yield several benefits for your business: It:

  • Creates buzz and awareness

By including key details like the unique product features, you pique your target audience’s interest. That increases excitement about your product launch.

A great product launch press release will also gain social media attention and a high SEO ranking. That helps generate buzz around your product while boosting awareness.

In addition, distributing your press release to media outlets enables you to reach a wider audience.

  • Attracts media coverage

A press release is an official statement, making it a reliable source of information. Hence, it attracts the attention of journalists looking for a newsworthy story. That results in traditional media coverage of your product.

In addition, when relevant news outlets publish your news release, it boosts your product launch’s credibility. That, again, increases the likelihood of maximum media coverage on other platforms.

A news release can also include your contact number, making it easy for relevant journalists to reach out to you for any details they need for coverage. You can incorporate a digital business card into the release with a link to the media registration page for those who wish to cover the event. It can also include a link to your speaker bios.

  • Increases sales

A product launch release automatically helps drive sales for your new product by generating buzz, awareness, and media coverage. 

In addition, a well-crafted press release highlighting key features, benefits, and unique selling points (USP) helps create a positive image for your product. This persuades potential customers to make purchases, leading to increased sales and revenue for your business.

How to craft a product launch press release

Up to this point, it’s clear that crafting a great product launch press release is a crucial part of any successful PR strategy. So in this section, I’ll discuss five essential press release elements that ensure a successful product launch.

  • Craft a compelling headline

A compelling headline captures readers’ attention and encourages them to keep reading. It also helps your release stand out from the multiple releases busy journalists receive daily.

A compelling release headline is concise. Keep it short, around 10 words. Check out Adobe’s headline below:

A definitive guide to writing a product launch press release, with benefits and examples

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Avoid generic language and use compelling or bold statements. An example of an attention-grabbing headline would be, “Say Goodbye to Boring Workouts with Our Innovative Fitness App.”

  • Write an engaging introduction

Your introductory paragraph should summarize the key points you want to make, including the product’s name and unique selling point

Start with a great hook, a compelling statement, that clearly states the entire press release’s purpose—product announcement. 

A definitive guide to writing a product launch press release, with benefits and examples

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Remember to keep your introduction brief, two to three paragraphs. You don’t want readers getting overwhelmed before they get to the body.

  • Provide product details

In your press release’s body, get into the pertinent details of your new product—its technical specifications, standout features, and pricing. 

Provide a detailed description of what it does, how it works, and its exciting features. You can use bullets to make the content scannable, like Tesla did below:

A definitive guide to writing a product launch press release, with benefits and examples

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Provide a detailed guide on the prices, too. Say when and where the product will be available:

A definitive guide to writing a product launch press release, with benefits and examples

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You can include any available offers and link to relevant pages, like Apple does above, to encourage purchases.

  • Include customer testimonials

Including customer testimonials in your product release provides social proof. That builds credibility and brand trust.

Testimonials should highlight a product’s standout features and provide concrete proof of how your product helps the customer. Use direct quotes from customers with user experience—early adopters, industry experts, or niche influencers.

Include details like names and job titles for credibility and to make the testimonials relatable to readers.

  • Close with call-to-action

The conclusion of your product launch press release should include boilerplate text and a clickable call-to-action to encourage your readers’ action. Your CTA should be specific and clarify your desired action.

For example, “visit our website,” “place an order,” or “schedule a demo.”

A definitive guide to writing a product launch press release, with benefits and examples

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Finally, use bold colors and text formatting to make your CTA stand out from the rest of the text. This makes it eye-catching. Therefore, readers won’t miss it.

In closing

A great product launch press release can help you generate awareness, attract media coverage and boost sales for your new product.

To create an impactful press release, ensure it has the five essential elements I’ve discussed above: a compelling headline, high-quality images, an engaging introduction, specific product details, customer testimonials, and a clear CTA.

By including these, you’ll create press releases that stand out from the crowd. They’ll, ultimately, lead to news coverage of your product launches by different media.

Chris Norton
Chris Norton is the founder of insight-led PR agency Prohibition, former University lecturer, author of “Share This Too” and listed in the UK's top 10 PR and social media bloggers.

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