How to Write a Press Release to Launch a New Product

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An effective press release written for a product launch allows you to attract attention from high profile media groups and also get the attention of target buyers in your market. A well written press release can increase brand awareness and also promotes your online presence. Remember that writing about critical features, benefits and the 'why' behind your product launch all help create a high impact message. Whether you're a start-up or an established corporation, here's how to write a press release as an announcement for your product launch.

  • Create a compelling title. The heading or title section is one of the most critical elements of an effective press release. You will need to include the name of the new product and a catchy title around it. Write a creative sentence using the company name, followed by the the new product and the primary or key benefit of the product.

  • Write the summary section. The summary area needs to be between two to three sentences long and describes the key focus of the press release. For the product launch, you can write about the product, when it is (or was) scheduled for release, and the target audience.

  • Write the location and date of the launch. You will need to write the city, state and date (current date of the release). The city and state should be the same city and state of the company's headquarters or product launch.

  • Write the first paragraph of the body. This will follow the city, state and date of the release, and introduces the reader to the announcement. The first paragraph can identify the product again, state the key benefits and needs that the product fulfills.

  • Write the second paragraph of the body. This area should provide more details about the key benefits of the product and needs it fulfills identified in Step 4. This area is the 'bulk' of the press release and can be up to five sentences long.

  • Write the third paragraph of the body. This section can contain a quote from the product manager, CEO or other representative from the company launching the product to discuss why this product is so important. This section can be up to three sentences long.

  • Write the closing paragraph. This section should be a brief summary of key points discussed in the press release, and needs to include when and where the product will be available.This section is typically two to three sentences long.

  • Write the boilerplate. The boilerplate section covers information about the company such as the number of years in business, mission statement, and other products the company offers. This section may also include information about the company's CEO or founder.

  • Add the call to action. This will include information on the product name, product/company website, as well as the media contact or the creator of the press release. This provides contact information for anyone interested in learning more.

Tips & Warnings

  • The first paragraph should not be longer than three to four sentences and should contain at least the primary benefit of the product.
  • Don't make the boilerplate longer than 100 to 150 words; the majority of the word count should be located within the body of the press release.
  • Keep your press release within the 400 to 500 word range for offline distribution, and the 300 to 400 word range for online distribution.
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