Some businesses have found success with hardly any marketing at all. Others have found success with subtlety, launching guerilla marketing campaigns to create buzz. Many different marketing ideas have merit, but one nearly universal rule is this: If you want people to know your product exists, you should tell them about it.

The new product press release is a great place to start for a product launch. It’s how you get media coverage and anticipation of an immediate release.

This article will examine the product launch press release and explain its importance to public relations. We’ll also provide a press release example for 5 different products you can use to make your own press release template. 

What Is a Press Release?

A press release is an official announcement of important information that an organization, institution or agency distributes to a media outlet or the public. 

Press releases are short — typically only one page — and the intention behind them is to attract media attention or to clarify or respond to a news story. 

But how do you know when to issue a press release? Some examples include:

• Sharing breaking news or responding to a news item.
• Making a new partnership announcement.
• Announcing a policy change.
• Promoting a grand opening or making another event announcement.
• Announcing a change in leadership.
• Declaring a new product launch.

How Does a Product Launch Press Release Differ From Any Other Press Release Template?

A new product press release often has distinct hallmarks from a new hire press release or a public relations damage limitation release. For a product launch, it’s important to use positive, exciting and promotional language.

Why Are New Product Press Releases Important?

When launching a new product, it’s valuable to get as much attention and media coverage as possible. A press release is a relatively inexpensive way to do this. It also adds an air of formality and auspiciousness to the product.

5 Examples of New Product Press Releases

No matter what type of content marketing you’re doing, there are lots of examples to inspire you, and press releases for new product launches are no exception. Here are 5 press releases hyping up a product launch:

1. Porsche Announces the New Taycan

We often laud people, such as professional athletes or entertainers, for making their incredible performances look easy. There’s definitely a panache to pulling off something spectacular and saying, “Oh that? That was nothing.”

In 2018, Porsche … did the opposite. They wanted to make a big deal of entering the electric vehicle market with their Taycan model. They could have said, “Hey everyone, we made an electric car and it was easy because we’re Porsche.” Instead, they took the somewhat unusual route of pointing out just how much work — and money — went into developing the Taycan.

While shareholders’ eyebrows may have risen a collective mile upon reading about the “six billion euros in investments,” Porsche knew what it was doing by including this figure. They wanted consumers concerned about sustainability to know that Porsche isn’t going in with a half-hearted approach — they’re serious about the EV market. And for consumers who just want the best vehicle available, this press release conveys Porsche spared no expense in developing a top-of-the-line EV. 

2. The Wilson Airless Gen1

It’s an awful feeling when you show up to the court and discover your ball’s a little deflated and you forgot to bring your pump. Being tasked with supplying the ball, even for a quick game of 2-on-2, is a sacred responsibility. You don’t want to let your friends down — and suffer the commensurate relentless roasting.

Wilson Sporting Goods Co. has got your back. Using new, 3D-printed technology, the Wilson Airless Gen1 never needs to be inflated. This press release explains how this new basketball builds on Wilson’s much-hyped Airless Prototype and adds some sizzle by including 3D printing. After that, it’s just a matter of listing 4 updates to the new ball and some background information. 

By including images and a promotional video, Wilson made their press release more interactive and informative. Including supportive content not only gives readers more to engage with, but also provides you more opportunities to share your message on other platforms such as YouTube.

3. Apple TV+

There are so many streaming platforms available now that it’s difficult to remember what life was like before them. It’s hard to believe that Apple TV+ is only turning 6 this year, but Apple only announced the launch of its “original video subscription service” in March 2019, and its press release can teach us a lot.

What’s the first thing you notice about this press release? Unless you’re obsessed with typeface, the answer is probably the big rectangular video just underneath the sub-header. This demonstrates a very important facet of the press release: It doesn’t have to be just words.

Press releases are no longer something you have to print out and distribute to media groups and newsrooms. For something as intrinsically visual as a streaming service, it only makes sense to include a video.

Apart from that, the language is simple yet effective. Apple touches on its history of innovation. Listing all the Apple successes of the past makes readers trust that the company will get streaming right, too. And, just in case, it doesn’t hurt to mention all the A-listers Apple plans to work with — from Oprah to Spielberg to Jennifer Aniston, and also Aquaman. 

4. Sony Unveils INZONE Buds

Speaking of Apple, they hold a huge share of the earbud and headphone market. Competing with Apple is no easy task, especially in a field of products with which Apple has already become nearly synonymous. Given this tall order, Sony had its work cut out for it, but this press release was a good start.

This is a great exercise in the economy of language. There’s valuable additional information all throughout the press release, but if you only read the title, you already know everything you need to, namely:

1. Sony has new earbuds named “INZONE”.
2. They’re truly wireless and noise-cancelling.
3. They’re designed with gamers in mind.
4. They have the longest battery life of any gaming earbud.

All that in 19 words. Impressive.

Sony makes different earbuds, but with INZONE, they were smart to try to corner a specific part of the market. By marketing — and designing — its earbuds especially for gamers, Sony increased its chances of impressing its target audience. It also allowed Sony to sell their earbuds at a higher price point, as the press release explains how the product delivers a high-end gaming experience.

Last, if you’re not a gamer, the last 3 words of the title might seem like nonsense. For gamers, though, it’s important. Fnatic — as the press release goes on to explain — is a title-winning esports team. Knowing that a celebrated esports team worked with Sony to develop the INZONE Buds is yet another selling point.

5. CeraVe Expands Its Therapeutic Skincare Line

Why launch 1 product when you can launch 4? CeraVe — which, they’re quick to inform you, is “the #1 dermatologist-recommended skincare brand in the United States” — expanded their skincare line significantly. Their press release lists and describes its new products and helpfully adds they’ll all be available for that upcoming summer. 

The press release describes the 4 products and adds some relevant information from a dermatologist. Then it lists the prices of each product, invites us to engage with them on social media and finishes by telling us about the company.

Including images of the products adds visual interest to the release, plus helps instill brand recognition with consumers. Since skincare products are often items bought in-store, it’s smart to give shoppers a visual cue to look for. But what really stands out with CeraVe’s announcement is the inclusion of a quote from a board-certified dermatologist. Having a vote of approval from an expert goes a long way.

What Are the Key Elements of a Product Press Release?

Some key elements of the press release format for product launches include:

• The Headline: For many press releases, this is the most important part. Many people won’t read past the headline, especially if that’s all that appears on search engines or in backlinks. The headline must identify the company and the new product, and it must do so in the most attention-grabbing way possible.
• The Lead: The lead acts as a subheading that further entices the reader. It’s like an extension of the headline, adding a bit more context and, ideally, sizzle.
• Where: It’s standard to state from where the company is issuing the press release, e.g. where the office is. If the product is also geographically specific, mention where the product is available in the press release text.
• Introductory Paragraph: You want all the essential information in the intro paragraph. This is not like a blog or listicle where you can tease more key information to follow. You want to state all the important stuff as early as possible.
• Social Credibility: The examples above show us different types of credibility — expert opinion, noteworthy partners, historical success, etc. All of it builds the social profile of the brand, as if to say, “So-and-so likes our product(s), so you should, too.”
• Company Info: Include a quick blurb stating what your business is, where and when it originated and a summary of its mission statement.
• Contacts: Tell people where they can learn more about your company and its products, and how they can interact with your organization (e.g. social media accounts).

For most press releases, it’s necessary to include these elements, and the examples listed in this blog can guide your writing. Nevertheless, you don’t have to let any “rules” constrain you. While it’s important to follow the basic structure of a product launch press release, don’t be afraid to get creative.