How to Write a Press Release for a Product Launch
Launching a new product? Better get your product launch press release ready.
A press release should always be a part of your new product PR plan, as it creates excellent promotional material, and is a public announcement that is meant for widespread dissemination. Therefore, it serves the purpose of being a dedicated PR tactic that generates a buzz and gathers the right kind of attention for a new product you’re introducing to the market.
What’s not to like about good publicity, especially for a product that nobody knows about yet?
Read on to learn everything about writing a stellar press release for your product launch and understand how this can help your business.
What is a product launch press release?
A product launch press release is a press release that provides all the relevant information about a product you’re launching, will launch, or have recently launched. You formally declare you have a new product up your sleeve and introduce it to the world with the help of a product launch press release.
While your product launch event might have limited outreach, you can distribute your press release globally, as it is not limited by physical constraints or geography – and that’s not even the best part.
You’re in total control of planning and strategy. You decide the product placement, brand messaging, and public outreach you generate. Just ensure that the press release is a part of a strategic PR campaign.
Why is it important to run a PR campaign for a new product launch?
Any new product or service introduced into the market will need a full-blown PR campaign in order to gather publicity, and a product launch press release is only one piece of the puzzle. A PR campaign can ensure that your product gets a flying start in the market and has a strong foundation that it can build on in the coming days.
Therefore, your product marketing launch plan should include a holistic PR campaign that creates a buzz and leaves an impression.
While a good product at a competitive price will speak for itself in due course, it is not enough on its own — irrespective of the popularity of its parent brand. Therefore, it will need a dependable launchpad that it can use to springboard itself into a flying start.
A PR campaign can create a sense of urgency, build curiosity, and capture the public’s imagination before your product sees the light of day. It is instrumental in creating a suspenseful build-up to the product launch day — the kind new products deserve after such a long gestation period.
Advantages of running a PR campaign for a product launch
Need more convincing? Here are the top reasons why you should plan a PR campaign for your product launch:
Helps with sales
The biggest advantage of running a PR campaign for a new product is that it helps with pre-sale. A well-executed PR campaign does more than just generate excitement in the market - it also convinces prospects to invest in your product. Therefore, you can set your product up for success from the day it becomes available for purchase.
Creates publicity
PR campaigns are great at creating word-of-mouth publicity for your product and brand. If your brand needs revival, a product launch PR campaign can come to your rescue.
Opportunity for rebranding
A product launch PR process can act as a refresher for your brand, or you could utilize this opportunity to reposition your brand if you wish to. This way, you can achieve two goals simultaneously and save time, effort, money, and resources.
What to include in a product launch press release
It's imperative to create a press release that is impactful, impressive, and stays on the minds of your target audience for days. To do that, you must include the following in your press release:
Logo: A press release is a piece of branded communication and, therefore, must always have your most recent logo. In fact, you should print the press release on the company letterhead or watermark the logo if you're sharing a digital copy.
Contact information: Always add the contact details of your PR spokesperson or the media team that handles inquiries, interview requests, etc. You should be prompt in replying to all questions.
Dateline: A product launch press release should have the correct date and time.
Headline: Make sure it has a catchy headline with the target keyword for your niche embedded in it. Headlines act as hooks for readers; make sure yours grabs attention.
Sub-headline: This could be a one-line summary of the new product or a by-line.
Introduction: Talk about the new product, its USP, and its launch date in the introductory paragraph of your press release. Give your readers all the essential information they came for.
Body: The first 250 words of a press release should contain all the relevant information and be SEO-optimized for it to perform well. When drafting the body of the press release, please keep all these details in mind. You should also include quotes from developers or leadership to make your press release credible and newsworthy.
Boilerplate: Don’t forget to add a section sharing details about your company. A boilerplate is your chance to talk up the brand; don’t treat it as an afterthought.
Close: Add a solid conclusion, possibly with a CTA that leads the readers to the website/page/marketplace where they can buy the product.
Best practices for writing a press release for a product launch
Still unsure of how to get started with a new product press release? Follow these tips:
Make a plan and lay out the structure before you start. Make sure you include all sections and elements discussed above.
Your press release should be easy to read, informative, and engaging. It should include all essential details about your product, clearly underline its USP, and explain how it solves a problem.
Add visual elements to break up your press release into smaller sections and make it appear attractive.
Optimize it for SEO. This includes adding keywords high-value links, and following all other SEO best practices.
Add a Call to Action (CTA) that allows readers to take measurable action. This could be anything from signing up for your newsletter to getting launch day countdown updates.
Tailor your message: prepare a template for your press release, but tweak the content to suit your audience and publication. Some media houses prefer a formal tone of voice, while others lean towards a conversational writing style. Make changes based on the preferences of publications.
Time it right: The best time to send a product launch marketing release is before it hits the shelves.
Choose your content distribution channels wisely. This is the age of omnichannel marketing, and your press release should be distributed as widely as possible. From paid distribution via newswires to email and social media marketing — utilize all touchpoints of digital real estate for sharing your content.
Follow these best practices to make the most of your product launch plan. Product launch PR takes a lot of brainstorming and strategizing to show measurable results. Analyze KPIs like referrals, mentions by media outlets, organic outreach, etc., to understand how successful launch product campaigns operate.
When you rely on Canada Newswire's press release distribution services, you receive a complimentary Visibility Report to help you assess the effectiveness of your press release. Canada Newswire employs exclusive tracking technology to monitor how your news is consumed and interacted with by the media, organizations, and your target audiences. These Visibility Reports offer innovative analytics and a comprehensive dataset, enabling you to accurately measure the impact of your earned media campaigns, a feature that distinguishes Canada Newswire from other newswire services.
Invest your efforts in crafting a successful press release for your product launch, as this can be the Midas touch your product needs. Contact our team at Canada Newswire today to get started.