Product Launch Press Releases: Format & Examples
Launching a new product is an exciting milestone for your business – but you need the right people to know about it. From earning media coverage and customer buzz to driving pre-orders and sales, a new product press release can help make the big debut a success. Learn how to craft a press release for a product launch that puts your news in front of journalists, customers and industry insiders who can help spread the word.
What Is a Product Launch Press Release?
A product launch press release announces a new or updated product or service to the media and public. This type of release works for many different situations:
Introducing a completely new product to the market
Expanding an existing product line with new variations
Adding major features or updates to current products
Bringing your product to new markets or regions
Relaunching or rebranding an existing product
The release tells your product's story and highlights key features, benefits and availability in a format that resonates with your target audience and makes it easy for media outlets to cover your news. It serves as both a news announcement and a key marketing tool in your product launch strategy.
How Do Press Releases Help with Product Launches?
New product press releases are powerful public relations tools that boost visibility, build credibility and share news with key audiences and stakeholders, including potential investors. For product launches specifically, press releases can:
Build pre-launch buzz: Generate excitement and anticipation before your product hits the market. Early buzz often leads to pre-orders, waitlists and day-one sales.
Earn media coverage: Giving journalists the details, quotes and multimedia assets they need makes it more likely they’ll cover your launch.
Enhance search visibility: When people search for information about your new product, SEO-optimised press releases help you appear in the search results.
Establish market position: Define your unique value proposition and market position. A press release for a product lets you control the narrative.
Drive sales: Include clear calls-to-action (CTAs) that convert interest into pre-orders, demos or purchases and capture early demand.
What to Include in a New Product Launch Press Release
While all press releases follow a similar template, product launches have a few special considerations. Here's what to focus on to make your new product press release stand out.
Attention-Grabbing Headlines
Your headline should focus on what's new and exciting about your product. Instead of "Company X Launches New Software," write "Company X Unveils AI-Powered Software That Cuts Design Time in Half." Keep it under 100 characters, use strong action verbs and avoid vague buzzwords like "game-changing."
Clear Product Description
Start with a concise overview in the first paragraph explaining what your product is and who can benefit from using it. For example, "DesignPro AI helps graphic designers automate tasks, cutting completion time by 50%." Follow with the main value proposition and market need, but save detailed specs for later paragraphs.
Features and Benefits
A press release for a new product launch should always outline specific customer benefits. Focus on three to five key features, starting with the most compelling, that explain how your product solves problems. Use specific numbers like time saved or efficiency gained and include technical specs if they’re relevant.
Rich Multimedia
Include high-resolution multimedia like product photos, screenshots and videos showing key features or create infographics to explain complex features. Add your logo and headshots, especially if you use quotes from executives. Some outlets may only use one image, so lead with your strongest visual.
Clear Call-to-Action
In a new product press release, it’s especially important to tell readers exactly what to do next: pre-order, purchase or learn more. If sales are your goal, offer a promotion to drive immediate action. Include direct links to product pages, signup forms, social media profiles or sales contacts. Place CTAs naturally within the release and make sure all your links work.
How to Write a New Product Press Release
Writing an effective product launch press release requires strategic thinking and careful attention to detail. Here's how to craft a release that gets your product noticed and drives real results.
Focus on Differentiation
To make your product stand out, identify unique features that solve customer problems in ways competitors don't. Show how they directly benefit users, like explaining how your project management tool boosts productivity. Stay focused on your strengths without criticising competitors.
Tell a Compelling Story
The best press release samples for product launches showcase expert writing and use storytelling to connect with the audience. Share why you created the product and what problems it solves. Weave market trends and industry news into your story to show why your product matters, but keep the language simple and skip technical jargon that might confuse readers.
Use Data Strategically
Numbers tell a powerful story, so back up your claims with specific data from market research and beta testing. Share concrete results like "Early users report 40% faster completion times and 25% cost savings." Pick the most impressive stats that validate your product's value and make sure they come from credible sources.
Time Your Release Carefully
Launch timing for a new product press release can make or break your success. Research industry events and competitor announcements to avoid conflicts, and don’t forget seasonal factors. Give journalists plenty of lead time for coverage, but don’t rush. Make sure your press release contains all the necessary information before you send it out the door.
New Product Press Release Examples
Looking at real examples of press releases for new products can help you understand what works. Here are our top examples for different types of new product press releases.
Brand New Product Launch
Wilson's 3D printed basketball announcement positions its breakthrough product in the market while maintaining focus on player benefits. It perfectly balances technical details about the company’s new manufacturing process with game impact. Strong multimedia elements show the product in detail, while a quote from a Wilson executive and mention of an NBA partnership add authority.
Example: Wilson Announces Plan to Sell First-Ever, 3D-Printed Basketball
Product Line Expansion
Purely Elizabeth's granola announcement demonstrates how to make product line extensions newsworthy. This product launch press release example leads with strong market context about consumer demand for granola, while a powerful quote from the founder connects the new flavor to the brand's broader mission. The writing keeps focus on taste and nutrition benefits without getting lost in the details.
Example: Purely Elizabeth Expands Cookie Granola Portfolio with Launch of New Peanut Butter Cookie Granola
New Software Features
Announcing new features and updates is one of the most common ways tech companies use press releases. This press release example for a new product breaks down complex security features into digestible benefits supported by video content showing the features in action. A clear call-to-action directs readers to a Free SaaS Health Check, making it easy to take the next step.
Example: Josys Unveils New Access Governance and SaaS Security Features
Amplify Your New Product Press Releases with PR Newswire
Even the best press release for a new product needs a good distribution strategy to drive results. PR Newswire helps you maximise the impact of your announcement through our comprehensive press release distribution network of over 440,000 journalists, media outlets and industry influencers. Plus, our multimedia options showcase your product visually and boost engagement.
Ready to launch your product with maximum visibility? Contact us today.
FAQs About New Product Press Releases
How do you write an announcement for a new product?
A strong product announcement combines what's new and exciting about your product with the specific problems it solves for customers, focusing on unique features and clear benefits. The announcement should incorporate relevant data and customer testimonials that validate your claims and end with a clear call-to-action that tells readers exactly how to learn more or make a purchase.
Can I use a template to write a product launch press release?
Templates provide helpful structure but should be customised for your specific product and audience, including a clear and concise boilerplate for your company. Adapt standard sections like headlines, product descriptions and quotes to highlight your unique value proposition. Remember that while formats are similar, every product launch deserves its own creative approach to stand out.
What are some examples of successful product launch press releases?
The most effective product launch press release examples combine clear value propositions with compelling storytelling and specific benefits. Tech companies often excel at highlighting innovative features while making complex products accessible. Consumer brands frequently use multimedia and customer testimonials effectively while keeping the focus on practical benefits.
Ready to maximise the benefits of your new product press releases? Download The Ultimate Toolkit for Getting Your Press Release Noticed and capture the attention of those who matter most.