What Should I Include in a Press Release About a Product Launch?

A product launch is one of the best reasons to send a press release. It's genuinely new, it has a date attached, and it's easy to explain. But launch releases often fall flat because they read like a sales page.

Here's what to include — and what to leave out.

The must-haves

1. A headline that names the benefit

Say what it is, who it's for and why it matters.

"Calgary Startup Launches App That Matches Dog Owners With Vetted Walkers in Under an Hour"

Not: "Introducing PawPal: The Revolutionary Future of Pet Care." Headline help: How to Write a Compelling Press Release Headline.

2. The problem it solves

Before features, explain the pain. What frustrates your customers today? Real, specific, relatable.

3. What it is and how it works

Plain language. One or two sentences a non-expert could repeat to a friend.

4. Pricing and availability

Journalists will ask. Include: - Price (or price range) - Launch date - Where to buy or download - Regions available (Calgary only? Alberta? Canada-wide?)

5. What makes it different

One or two genuine differentiators — not a list of 15 features. Proof beats adjectives: "matches in under an hour" beats "lightning fast."

6. A human quote

From the founder or product lead. Why they built it. What surprised them. What it means for customers. Make it sound like a person.

7. Proof points

Beta results, early customer feedback, pilot numbers, awards, partners. Only include what's true and verifiable.

8. Visuals

High-resolution product photos, screenshots, a short demo video, a founder headshot. Provide a link to a download folder. Visual-ready stories are easier for online media to run.

9. Media contact and demo offer

Offer reporters a demo, a sample or a trial account. Hands-on experience leads to better stories.

10. Boilerplate

A short "About" paragraph about your company.

What to leave out

• Every feature you've ever built
• Internal jargon and acronyms
• Superlatives ("best," "first-ever," "revolutionary") unless you can prove them
• Long company history

Timing your launch release

Launch releases work best with a little runway. Pitch under embargo a week or two ahead so reporters can test the product, then publish the release on launch day. Full timing guide: How Far in Advance Should I Send a Press Release?

Don't forget your own channels

A launch release should be one piece of a bigger launch plan — social posts, email to customers, website updates, maybe an event. Here's how releases and social posts work together: Press Release vs. Social Media Announcement: Which Should I Do?

Target the right media

• Local business media for the Calgary-made angle
• Trade publications for your industry's buyers
• Tech media if it's a software or hardware product
• Lifestyle media if it's consumer-facing
• Podcasts and newsletters in your niche

Each might need a slightly different pitch angle, even if the release is the same.

Launch release checklist

• [ ] Benefit-driven headline
• [ ] Problem explained
• [ ] Plain-language description
• [ ] Price, date, availability
• [ ] One or two real differentiators
• [ ] Human quote
• [ ] Proof points
• [ ] Visuals link
• [ ] Demo or sample offer
• [ ] Media contact
• [ ] Boilerplate

Want to see how launch releases look in the wild? See Press Release Examples That Actually Work.

Quick FAQ

Should I send samples to journalists? If your product is physical and affordable, offering a sample can lead to more thoughtful coverage. Ask first rather than shipping unannounced, and never treat a sample as a condition of coverage. For software, a demo account or a guided walkthrough works the same way.

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Launching soon? Blastily builds launch releases and placement plans that get products noticed. Start your Blast at blastily.com.