When to Use This Template
Use this template when you are announcing:
- A brand-new product or service launch
- A major update or new version of an existing product
- Introduction of a new technology or innovative solution
Template Structure
1. Headline
What: A clear, concise, and newsworthy headline about the new product.
Tips: Focus on what’s new or game-changing; keep it short and compelling.
Example:
- “[Brand Name] Launches [Product Name], Ushering in a New Era for [Industry]”
- “Introducing [Product Name]: [Brand Name] Sets a New Standard in [Field]”
2. Subheadline
What: A secondary line that highlights the key benefit or feature.
Tips: Give readers a reason to keep reading; summarize the biggest value-add.
Example:
- “The new [Product Name] delivers [main benefit], designed for [target audience].”
3. Opening Paragraph
What: Briefly state the announcement—who, what, when, where, and why it matters.
Tips: Answer the key questions in 2-3 sentences; avoid fluff or promotional tone.
Example:
- “[City, Country] — [Brand Name] today announced the launch of [Product Name], a [short product description]. The new product is designed to [address a specific problem or need] and will be available starting [launch date].”
4. Product Features / Key Details
What: List 3–5 main features, updates, or selling points as bullet points.
Tips: Keep each point brief and focused on the user’s benefit or what’s unique.
Example:
- Feature 1: [Short description]
- Feature 2: [Short description]
- Feature 3: [Short description]
5. Executive Quote (Optional, but recommended)
What: A comment from a company executive (CEO, Product Manager, etc.)
Tips: The quote should explain the vision or user impact, not just praise the product.
Example:
- “With [Product Name], we wanted to make [process] easier for [audience],” said [Name], [Title], at [Brand Name].
6. Use Cases or Applications
What: Explain who the product is for, and how it solves a problem or fits into their workflow.
Tips: Use a short story or scenario to make it relatable.
Example:
- “[Product Name] is ideal for [target audience], making [specific process or task] more efficient and reliable.”
7. Availability & Purchase Information
What: State where and when the product will be available, and how to get it.
Tips: Include website, sales channels, price, and launch offers if relevant.
Example:
- “[Product Name] will be available at [website/store link] starting [launch date]. For more information, visit [website].”
8. Boilerplate (About the Company)
What: 2–3 sentences about the company—who you are, your mission, and achievements.
Tips: Use the same boilerplate for all press releases for brand consistency.
Example:
- “About [Brand Name]: [Brand Name] is a [description of company, field, and expertise]. Founded in [year], [Brand Name] delivers [main products/services] for [audience/market]. Learn more at [website].”
9. Media Contact
What: Who should journalists contact for more info?
Tips: Add a name, email, phone, and website.
Example:
- Media Contact:
[Name]
[Title]
[Email]
[Phone]
[Website]
Notes & Best Practices
- Focus on news value: Editors look for clear, relevant information—keep marketing language minimal.
- Include a strong opening: The first paragraph should answer all “W” questions (who, what, when, where, why).
- Proofread: Double-check all facts, names, and links before submitting.
- Use visuals: Attach a high-quality product photo or company logo if available.