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Product launch press release template

A product launch release tells people what is new, who it is for and how to get it. The best ones read like a short news story, not an ad.

Use this template for a new product, a new version, an app or a new service. Fill in the brackets and cut any part you do not need.

Product launch press release templateDownload Word (.docx)
FOR IMMEDIATE RELEASE

[Company] launches [Product], [what it does in a few words]

[One line on who it is for and the problem it solves]

[City], [State], [Month Day, Year]: [Company] today launched [Product], a [type of product] that helps [who] [do what]. It is available [now / from date] at [where to buy or download].

[The problem. One or two sentences on what customers dealt with before.]

[What the product does. Three to five key features, each in one plain sentence. Say what each one does for the customer.]

[Price and availability. Give the real price, the plans, and where it is sold.]

"[Why you built it, in plain words]," said [Full name], [Job title] at [Company]. "[One concrete detail about how customers will use it.]"

[Optional: a line from an early customer or tester, with their permission and their real name.]

[How to try or buy it: web address, store, or demo link.]

About [Company]
[Company] makes [what] for [who]. Founded in [year] and based in [City], it [one more fact]. Learn more at [web address].

Media contact
[Name]
[Email address]
[Phone number]

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Real product launch releases

What to put in each part

Headline
Company name, "launches" and the product name, plus what it does. A reader should know what the product is from the headline alone.
Lead paragraph
What it is, who it is for, and when and where it is available.
The problem
Keep it short. One real problem your customers have.
Features
Pick the three to five that matter most. Write each as a benefit: what the customer can now do.
Price and availability
Readers look for this first. Give the price, or say where to find it.
Quote
From a founder or product lead. Why now, and what you hope changes for customers.

Headline ideas

Pick the one closest to your news and fill in the brackets.

  • [Company] launches [Product], a [type] for [who]
  • [Company] introduces [Product] to help [who] [do what]
  • [Company] releases [Product] [version] with [main new feature]
  • [Company] opens orders for [Product], shipping [date]

Common mistakes

  • A headline full of buzzwords that never says what the product is.
  • Listing fifteen features. Three to five is easier to read and to quote.
  • Hiding the price or the launch date.
  • Using a customer quote without the customer's permission.
  • Sending it after launch day, when it is no longer news.

Where to share it

  • Publish it on your website the day the product goes on sale, and link to it from the product page.
  • Send it to the trade magazines, newsletters and blogs that cover your field. Offer a demo, a sample or a short call.
  • Email it to your current customers. Many of them will be the first to try it, and they can tell you what to fix.

Questions

When should I publish a product launch release?

On launch day, or the day you open orders. Publishing early only makes sense if people can sign up or pre-order.

Can I announce a new version of an existing product?

Yes. Say what is new in this version and why it matters to people who already use it.

Should I include a picture?

Yes. A clear photo or screenshot of the product helps readers and editors.

How long should it be?

About 400 to 600 words.

More templates

The press release template page explains the format part by part, with a full sample. Other templates: