A product launch press release is a formal written announcement distributed to journalists, editors, and wire services to introduce a new product to the market. It gives reporters the facts, quotes, and context they need to write a story, without having to chase you for follow up.
In this guide, we have covered everything: a copy paste template, two full worked examples (Software as a Service (SaaS) and physical product), and a pre send checklist you can run through before hitting distribution.
What Is a Product Launch Press Release, And Why Does It Still Work in 2026?
A product launch announcement or press release is a formal, structured announcement sent to journalists, editors, and wire services to introduce a new product to the market. It gives reporters a ready made headline, supporting quotes, and all the facts they need to publish a story, without chasing you for follow up.
Journalists are inundated. According to a 2025 Forbes Communications Council report, reporters respond to roughly 3% of PR pitches. A well structured press release improves those odds by doing the journalist's job for them, arriving with a ready made headline, a clear narrative, supporting quotes, and all the details needed to publish. That's a fundamentally different proposition than a vague email pitch.
Beyond media pickup, press releases distributed through major wire services get indexed by Google News, syndicated across hundreds of publications, and increasingly cited by AI-powered search features. In 2026, that last point matters more than ever, AI Overviews are pulling structured, factual content directly into search results, and a properly formatted press release is exactly the kind of source they favor.
What separates a press release that earns coverage from one that disappears? Three things: a newsworthy angle, a structure journalists recognize instantly, and concrete details, pricing, availability, a real quote, that make the story easy to write.
According to Propel's Q1 2024 Media Barometer, behavioral data drawn from approximately 400,000 real pitches sent to 4,000 reporters, journalists respond to just 3.43% of the pitches they receive. Reporters open about 46% of pitches but respond to roughly one in 30.
Product Launch Press Release Template
Use this as your starting point. Every section below is labeled, annotated, and ready to fill in.
If you need formats for other announcement types, browse our full library of press release templates. Copy the structure, replace the bracketed placeholders with your details, and you have a complete, journalist ready draft.
Expert’s Opinion: "Most product launches don't fail because the product isn't good enough, they fail because the announcement doesn't give journalists anything to work with. One well structured release with real numbers and a clear angle does more than a dozen vague pitches."
— EasyPRwire Editorial Team
Section 1 — Release Status
Field | What to Write |
FOR IMMEDIATE RELEASE | Use this when the story can publish the moment it lands in a journalist's inbox. |
EMBARGOED UNTIL [Date, Time, Timezone] | Use this when giving journalists advance access. Always specify a timezone (e.g., 9:00 AM ET, June 15, 2026). |
Section 2 — Headline & Subheadline
[HEADLINE]
Follow this formula: [Company Name] + [Launches/Introduces/Unveils] + [Product Name] + [Specific Outcome or Benefit]
Example: "Stackly Launches AI Powered Project Hub That Cuts Engineering Meeting Time by 40%"
Rules:
Keep it under 110 characters
Name the product explicitly, don't save it for the body
Drop superlatives like "revolutionary," "game changing," or "world class", journalists filter these out immediately
[SUBHEADLINE — Optional]
One sentence expanding on the headline with a secondary hook: pricing, audience, or availability.
Example: "Available today starting at $29/month, built for remote first engineering teams of 10 or more."
Section 3 — Dateline & Lead Paragraph
[CITY, STATE] — [Full Date] — [Your lead paragraph goes here]
The lead paragraph is the most important section. Answer all five W's in 50 words or fewer:
Question | What to Cover |
Who | Company name and what it does |
What | The product being launched |
When | Availability date or "today" |
Where | Where to get it (URL, retailers, platform) |
Why | The core problem it solves |
Example: "Stackly, a B2B productivity platform, today launched Project Hub, an AI powered workspace that automatically summarises meetings and assigns action items. Available immediately on Pro and Enterprise plans, it is built for distributed engineering teams managing three or more concurrent projects."
Section 4 — Body Paragraphs
Body Paragraph 1 — The Problem & Solution
State the specific problem your product solves. Use a concrete data point, a documented customer pain point, or an industry statistic. Then explain how your product addresses it directly. Avoid vague language, journalists need facts they can cite.
Body Paragraph 2 — Features & Differentiators
Cover 2–3 key capabilities. Frame everything around outcomes, not specs:
Avoid (spec language) | Use instead (outcome language) |
"Features an intuitive dashboard" | "Reduces onboarding time by 60%" |
"Built with advanced AI technology" | "Cuts manual reporting from 3 hours to 15 minutes" |
"Seamless integration capabilities" | "Syncs with Jira and Slack in under 5 minutes" |
Section 5 — Executive Quote
"[Quote text here]," said [Full Name], [Title], [Company Name]. "[Second sentence adding strategic context.]"
What makes a quote usable:
Speaks to the market problem, not just the product
Adds perspective that isn't already in the release body
Sounds like something a human actually said, not a press release rewrite
Example: "Engineering teams don't have a productivity problem, they have a meeting overhead problem," said Sarah Okonkwo, CEO of Stackly. "Project Hub removes the manual layer between a conversation and the work that needs to happen."
Section 6 — Product Availability
Be specific. Vague availability is one of the most common reasons journalists spike product stories.
Field | What to Include |
Launch date | Exact date, or "available today" |
Pricing | Specific tiers or MSRP, no "contact us for pricing" |
Where to buy | URL, app store links, retailer names |
Regional availability | Global, US only, select markets, be explicit |
Section 7 — Boilerplate
About [Company Name]
Write 3–5 sentences covering: what the company does, who it serves, founding year, headquarters location, and one verifiable credential (funding raised, customer count, or industry award). This block is reused across all your releases, review it every 6 months to keep details current.
Section 8 — End Marker & Media Contact
###
(The three hash marks signal the end of release to wire services and editors. Always include it.)
Media Contact:
[Full Name]
[Title]
[Direct Email Address]
[Direct Phone Number, not a general line]
[Company Website URL]
Important: The contact must be a real person reachable by direct phone and email. PR@ aliases and general inquiry forms lose coverage, a journalist on deadline will move to the next story before waiting for a ticket to route.
How to Write a Product Launch Press Release? (Step by Step)
Step 1: Lead With Your Most Newsworthy Fact
The inverted pyramid structure, most important information first, supporting detail after is journalism's oldest rule and applies directly to press releases. Reporters skim. If your most compelling fact is buried in paragraph three, it won't get read. Ask yourself: what's the single most interesting thing about this product? Lead with that.
Step 2: Write a Headline That Earns the Click
Your headline has two audiences: the journalist deciding whether to open your email, and the search algorithm deciding whether to surface your content. Both respond to the same thing, specificity.
Use this formula: [Brand] + [Action Verb] + [Product] + [Specific Outcome]
Avoid: "XYZ Corp Announces Exciting New Platform" Use: "XYZ Corp Launches Compliance Platform That Cuts Audit Prep from Weeks to Hours"
The difference is a concrete, verifiable claim. Journalists can build a story around it. Algorithms can index it. "Exciting" gives nobody anything to work with.
Step 3: Add an Executive Quote That Adds Context, Not Fluff
Every press release should include one executive quote. The problem is that most quotes are useless, they restate what the press release already said, with added enthusiasm.
A quote earns its place when it does something the rest of the release can't: provide human perspective, reveal strategic intent, or speak to a broader market trend.
Filler quote: "We are thrilled to introduce this innovative product to the market and look forward to serving our customers."
Usable quote: "B2B teams have been patching together five different tools to manage one project. We built this so they don't have to." [Name], CEO
One gives the journalist nothing. The other gives them a pull quote.
Step 4: Include Availability, Pricing, and Distribution Details
This is where press releases most commonly fail. Journalists want to tell their readers: can they get this? What does it cost? When?
If you can't answer those questions specifically, your release isn't ready to go out. "Pricing available upon request" and "available in select markets" are the two fastest ways to get deleted. Pin down the specifics before you write the release, not after.
Step 5: Close With a Strong Boilerplate and Media Contact
Your boilerplate is a trust signal. A current, credible company description tells reporters they're dealing with a real, established business, not an unknown startup whose press release credibility hasn't been established yet.
Product Launch Press Release Examples
Example 1 — SaaS Product Launch Press Release
FOR IMMEDIATE RELEASE
Stackly Launches Project Hub, AI Powered Workspace That Reduces Engineering Meeting Time by 40% Available today on Pro and Enterprise plans; free 30 day trial included
SAN FRANCISCO, CA | June 10, 2026 | Stackly, a B2B productivity platform serving over 12,000 engineering teams, today launched Project Hub, an AI workspace that converts meetings into action items, tracks blockers in real time, and eliminates manual status updates. The product is available immediately on Stackly's Pro ($29/user/month) and Enterprise (custom pricing) plans.
Engineering managers at mid sized SaaS companies lose an average of 5.8 hours per week to meetings that could be automated, according to a 2025 McKinsey Productivity Report. Project Hub integrates directly with Zoom, Google Meet, and Microsoft Teams, capturing meeting transcripts and automatically generating structured task lists with assignees and deadlines.
Key capabilities include AI generated meeting summaries, Jira and Linear two way sync, and a natural language task search that surfaces action items across all active projects.
"Engineering teams don't have a productivity problem, they have a meeting-overhead problem," said Sarah Okonkwo, CEO of Stackly. "Project Hub removes the manual layer between a conversation and the work that needs to happen."
Project Hub is available now at stackly.io/project-hub. A 30 day free trial requires no credit card.
About Stackly: Stackly is a San Francisco based productivity platform founded in 2021, serving 12,000+ teams across 40 countries. The company raised $18M Series A in 2024 and is backed by Accel and Sequoia. Learn more at stackly.io.
###
Media Contact: James Rourke, Head of Communications | james@stackly.io | (415) 555-0182
Why this works: The headline leads with a specific outcome (40% reduction), not a feature name. The lead paragraph contains the full who/what/when/where/why in under 60 words. The executive quote introduces a reframe ("meeting overhead problem") that journalists can use as a story angle. Availability and pricing are explicit, no friction for someone wanting to write a buyer focused story.
Example 2 — Physical Product Launch Press Release
FOR IMMEDIATE RELEASE
Arca Launches Tidal Bottle, the First Hydration Vessel Made Entirely From Ocean-Recovered Plastic Available at REI, Target, and arcagoods.com starting July 1; $34 MSRP
PORTLAND, OR | June 10, 2026 | Arca, a sustainable outdoor goods brand, today announced the launch of the Tidal Bottle, a 24 oz hydration vessel constructed entirely from ocean-recovered plastic, certified by Ocean Conservancy's CleanWave program. The Tidal Bottle goes on sale July 1 at REI, Target, and arcagoods.com, with an MSRP of $34.
Each Tidal Bottle is made from 12 ocean recovered plastic bottles sourced through Arca's partnership with five coastal clean up networks across Southeast Asia. The manufacturing process uses 73% less energy than virgin plastic production and produces zero wastewater.
The bottle is leak proof, dishwasher safe, and available in four colourways. A second colourway collection launches October 1 ahead of the holiday season.
"Sustainable products have had a reputation for costing more and performing less," said Maya Osei, founder of Arca. "Tidal proves you don't have to make that tradeoff. It performs better than most bottles in its price range, and it's made from plastic that was sitting on a beach six months ago."
Tidal Bottle pre orders are open now at arcagoods.com. REI and Target shelf placement begins July 1.
About Arca: Arca is a Portland based outdoor goods brand founded in 2019, focused on building high performance products from recovered materials. Arca has removed over 2 million plastic bottles from coastal environments through its supply chain partnerships. Learn more at arcagoods.com.
###
Media Contact: Priya Nair, PR Manager | priya@arcagoods.com | (503) 555-0247
Why this works: The headline specifies the differentiator ("First... ocean-recovered plastic") and gives concrete product details (24 oz, $34, specific retailers). The boilerplate includes a measurable impact stat, which lifestyle, consumer, and ecommerce press release distribution outlets actively look for when covering physical product launches. The quote directly addresses the most common objection to sustainable products, it's a journalist's gift.
SaaS vs. Physical Product: Key Structural Differences
Element | SaaS Product | Physical Product |
Availability section | Free trial, pricing tiers, platform/app link | Retailers, MSRP, shelf date, SKUs |
Key differentiator | Workflow impact, integrations, ROI data | Materials, certifications, sustainability, design |
Quote angle | Business outcomes, market problem being solved | Experience, values, objection handling |
Primary media targets | Tech press, business press, vertical SaaS media | Consumer press, lifestyle media, trade publications |
These two formats cover most launches, but verticals like fintech press release distribution follow different media targeting rules entirely, with financial trade press and regulatory context taking priority.
Pre Send Checklist: 10 Things to Verify Before You Distribute
Run through this before your release goes out. Each item here corresponds to a reason press releases fail to get picked up.
Headline is under 110 characters and contains the product name and a specific benefit or outcome
Lead paragraph answers all five W's in 50 words or fewer, no throat clearing
Executive quote is attributed with full name, exact title, and company name
Pricing is specific, no "contact us for pricing" or "starting from"
Availability details are locked in launch date, retailer names, URL, or app store link
Boilerplate is current, reflects the correct funding round, customer count, and company description
Media contact is a real person with a direct email and a working phone number
Release is marked correctly, "FOR IMMEDIATE RELEASE" or a specific embargo date and time with timezone
Length is under 500 words (excluding boilerplate), anything longer and pickup rates drop sharply
Distribution list is segmented, tech press, consumer press, and trade publications should receive different versions of the pitch email. Property companies should treat real estate press release distribution as a separate channel entirely given its distinct media ecosystem.
When and Where to Distribute Your Product Launch Press Release?
For most product launches, send your press release 2–3 weeks before the public launch date under embargo, this gives journalists time to prepare stories that publish simultaneously with your launch. Submit your press release early enough to allow for wire processing time, which typically adds 24–48 hours. For smaller launches with a shorter news cycle, a same day release is fine.
Distribution channels, in priority order:
Newswire services (EasyPRwire, PR Newswire, Business Wire, GlobeNewswire): broad syndication, Google News indexing, and SEO value from domain authority of syndication partners
Direct journalist outreach: higher pickup rate than wire only; research beat reporters who cover your product category before sending
Your own newsroom or press page: gives media a permanent, linkable URL for your release
Social amplification: LinkedIn for B2B launches; Instagram and TikTok for consumer products, link to the full release, don't repost verbatim
A release sent to 10 highly relevant journalists will outperform one blasted to a generic list of 5,000. Pairing a wire service with personalised journalist pitching is the standard approach used by most PR teams.
