SaaS companies grow when users see constant improvement in their products. Every new feature or update shows progress and builds trust. Many companies share these updates only through emails or in-app messages, but a well-written press release can reach a much wider audience. It can attract new users, re-engage old ones, and strengthen the brand image.
A press release helps a SaaS business present product updates in a professional and newsworthy way. It can reach journalists, industry blogs, and potential partners who may not follow the brand directly. When written well, it highlights how the new feature helps users and positions the company as active and innovative.
In this guide, you will learn how SaaS companies can use press releases to announce product updates effectively. You will understand the right approach, structure, and timing, along with common mistakes to avoid. The goal is to help you create updates that inform, engage, and grow your product’s visibility through the power of press releases.
What Is a Product Update for a SaaS Company?
A product update in a SaaS company means any change that improves how users experience the software. It can be a new feature, a design improvement, a bug fix, or an integration with another tool. Each update, big or small, adds value and shows that the company is improving the product to meet user needs.
Unlike a full product launch, a product update focuses on enhancement, not something completely new. It often targets existing users rather than new audiences. For example, adding a new dashboard filter or improving loading speed counts as an update, while releasing a new app or service counts as a launch. Understanding this difference helps teams plan the right communication strategy.
Product updates also vary in scale. A major release may include several new features or system upgrades. A minor one could simply fix an issue or refine the user interface. Both types deserve attention, but not every update requires a full-scale announcement.
SaaS companies often publish release notes for users who want technical details. A press release, on the other hand, focuses on the value of the update for customers and the market. It explains how the change helps users achieve better results, not just what changed in the code.
Clear communication around updates builds trust. When customers see steady improvements, they are more likely to stay loyal and recommend the product to others. That is why understanding what qualifies as a product update is the first step toward crafting strong announcements.
Why Use a Press Release for Product Updates?
Reaching a Wider Audience
A press release helps a SaaS company share its product updates beyond its existing users. It reaches media outlets, tech blogs, investors, and potential customers who may not yet know about the product. When used properly, it turns a simple update into a growth opportunity.
Building Brand Credibility
Many SaaS companies overlook press releases because they see them as tools only for big launches. In reality, they can highlight progress, boost visibility, and keep the company in front of key audiences. A well-written press release positions the business as active, reliable, and focused on improving its product.
Strengthening Customer Trust
For existing customers, a product update press release shows that the company listens and keeps innovating. It builds trust by showing users that their subscription continues to bring new value. For potential users, it proves that the product is growing under an active and skilled team.
Improving Online Visibility
Press releases also help with online visibility and SEO. When distributed through trusted PR platforms, they create backlinks and generate brand mentions across the web. These signals help the product appear in more search results and attract better-qualified leads.
Enhancing Brand Authority
Unlike social media or in-app messages, a press release has a formal tone that adds credibility. It presents the update as a milestone, not just a quick announcement. Used regularly, it becomes part of a broader strategy that connects product marketing with public relations to strengthen the brand image.
Key Audiences and Segmentation You Should Consider
Understanding Who Needs the Update Every SaaS product serves more than one group of people. A product update might interest customers, potential buyers, partners, or media outlets. Knowing who should receive the news helps shape the message. For example, users want to know how the update improves their workflow, while the media looks for what makes it newsworthy.
Current Customers
Existing customers are the first and most important audience. They already trust the product, so updates help keep that trust strong. A clear and helpful press release reminds them that the product is growing and that their feedback matters. It can also reduce churn by showing ongoing commitment to product improvement.
Potential Customers
Potential users or leads often check updates to see if the product fits their needs. A product update press release can help them understand how the software evolves and whether it solves their pain points. It can also create positive first impressions, which often lead to trial sign-ups or demo requests.
Investors and Partners
Investors want to see progress, while partners care about stability and innovation. Sharing updates through press releases keeps both groups informed. It shows that the company is achieving milestones and staying competitive in the market.
Media and Industry Analysts
Media outlets and tech journalists look for updates that show market activity. A product update press release helps them see the company as active and worth covering. Positive coverage from industry sources can strengthen the brand’s position and bring in organic attention.
When and How Often to Send a Product-Update Press Release?
Choosing the Right Moment
Timing matters in every product announcement. A well-timed press release can attract attention, while a poorly timed one can go unnoticed. The best time to announce a product update is when the feature is stable, tested, and ready for users. Announcing too early can cause confusion, and waiting too long can reduce excitement.
Match Timing with Value
Not every update needs a full press release. Major changes such as new integrations, design revamps, or added core features deserve one. Smaller fixes or performance improvements can be shared through other channels like release notes or newsletters. Matching the scale of the update with the effort of communication keeps users informed without overwhelming them.
Avoiding Announcement Fatigue
Sending press releases too often can make audiences lose interest. SaaS companies should avoid flooding the market with frequent, minor updates. Instead, focus on significant improvements that show progress and innovation. A steady rhythm of quality updates is better than many minor ones with little impact.
Coordinating with Other Channels
Press releases work best when timed alongside other forms of communication. Syncing them with in-app notifications, blog posts, or social media updates helps build momentum. This creates a consistent message across all touchpoints and ensures that both current and potential users notice the change.
Best Times for Visibility
Mid-week mornings often perform better for SaaS news releases, as journalists and business readers are more active then. Avoid weekends and holidays when engagement drops. Always align timing with your audience’s time zone to ensure the news reaches them when they are most active.
Crafting the Press Release: Structure and Messaging
Start with a Clear Headline
A strong headline captures attention and summarizes the update in one short line. It should mention the product name and hint at the value of the update. Instead of focusing on the technical side, highlight how the change helps users. For example, “ABC CRM Launches Smart Dashboard to Simplify Client Tracking.”
Write a Focused Opening Paragraph
The opening paragraph should answer the key questions right away, what the update is, who it helps, and why it matters. Readers should understand the main news without reading further. Keep the language simple and focus on how users benefit from the change, not on technical details.
Explain the Key Features
After the opening, add a short section that explains the main improvements. Keep the focus on value rather than complexity. For example, instead of saying “Added an AI-based query system,” say “Now users can find insights faster with the new AI search tool.” Clarity always performs better than technical depth.
Add Quotes for Authority
A quote from a company leader or product manager adds credibility. It shows confidence and gives a personal voice to the update. A short, meaningful quote about how the update supports the company’s vision or customer goals helps readers connect with the brand.
Include Supporting Details
Include data or examples that strengthen the announcement. Mention user growth, early results, or how the new feature improves performance. Numbers make the release more trustworthy and newsworthy. Always make sure facts are accurate and easy to verify.
End with a Strong Boilerplate
A boilerplate is a short paragraph at the end that describes the company. It usually stays the same in every release. It should tell what the company does, who it serves, and include contact details for press inquiries. Keep it professional and concise.
Make It Easy to Read
Short paragraphs, bullet points, and clear headings make the release easier to scan. Journalists and readers prefer simple layouts that deliver value fast. Always proofread for grammar, accuracy, and tone before distribution.
Distribution Channels and Amplification
Use Trusted PR Platforms
A SaaS press release performs best when shared through reliable PR distribution networks. Platforms like PR Newswire, Business Wire, or EasyPR can help the update reach journalists, tech editors, and news outlets. These channels make sure the announcement appears in the right places where industry readers often look for updates.
Leverage Owned Channels
Owned channels such as the company blog, email list, or in-app notifications are equally important. Sharing the same update across these platforms builds consistency and improves user awareness. Posting the release on the blog also helps with SEO and provides a space to expand on the details mentioned in the press release.
Collaborate With Media Contacts
Reaching out to relevant journalists or tech bloggers directly can increase coverage. Personalize each message so that it feels relevant to their readers. A short, polite pitch highlighting the value of the update often works better than sending bulk emails. Building ongoing relationships with key media contacts improves future outreach results.
Use Visuals to Strengthen Impact
Images, product screenshots, or short demo videos make the update more engaging. Visuals help explain new features better than text alone. Including them in the press release or linking to them in the email helps editors and users understand the change faster.
Promote Across Social Media
After publishing the press release, share it on social media channels like LinkedIn, X, or Reddit communities where SaaS audiences engage. Summarize the update in plain language and link back to the full release or blog. Use short captions that focus on user benefits rather than technical terms.
Track and Measure Reach
Use tracking links or analytics tools to see how the press release performs. Look at traffic spikes, social mentions, backlinks, and press coverage. These insights show what kind of updates attract more attention and help refine future announcements.
Supporting Assets and Cross-Channel Integration
Create a Detailed Blog Post
Alongside the press release, a blog post can explain the update in more depth. It allows the company to highlight use cases, benefits, and step-by-step guides. Linking the blog from the press release improves SEO and gives readers a place to explore the update further.
Publish Release Notes or Changelog
Release notes provide technical details for users who want to understand exactly what changed. They complement the press release by offering depth without overwhelming the broader audience. Linking to release notes ensures transparency and builds trust with users.
Use In-App Notifications
For active users, in-app banners or notifications can announce the update immediately. These messages reach users where they interact with the product, increasing adoption rates. Clear wording and visuals help users notice and try new features quickly.
Send Targeted Email Campaigns
Email campaigns to segmented user lists reinforce the update. Customers may receive instructions or tips on using the new feature, while prospects might see how the product is evolving. Personalized messaging improves engagement and shows that the company cares about user experience.
Leverage Partner Channels
If the update involves integrations or partnerships, ask partners to share the news. Joint announcements expand reach and strengthen credibility. Coordinated messaging ensures that both audiences get a consistent and clear story.
Host Webinars or Demos
Interactive sessions like webinars or live demos can showcase new features in action. They provide an opportunity for users to ask questions and learn directly from the product team. Including recordings or highlights in emails or blogs increases reach even after the live event.
Measuring Success: Metrics to Track and Lessons Learned
Track Media Coverage
One of the first indicators of a press release’s success is media pickup. Count how many journalists, blogs, or industry outlets mention the update. Coverage in credible sources increases visibility and strengthens trust in the company.
Monitor Website Traffic and Engagement
Check website traffic from press release links, social media shares, and email campaigns. Page views, time spent on the blog, and click-throughs indicate how interested users are in the update. High engagement suggests the message resonates with the audience.
Measure Feature Adoption
Track how many users start using the updated feature. Metrics like active usage, new accounts accessing the feature, or completed actions help assess whether the press release successfully encouraged adoption.
Evaluate Customer Retention and Satisfaction
Updates can impact loyalty. Monitor churn rates, support tickets, and customer feedback to understand how users perceive the update. Positive reactions and reduced churn are signs that the communication strategy worked well.
Analyze SEO and Backlinks
Press releases often create backlinks when picked up by media or blogs. Track these links and any improvement in search rankings for related keywords. More organic traffic from these backlinks indicates better visibility.
Learn and Improve
After reviewing metrics, note what worked and what didn’t. Did the headline attract attention? Were visuals helpful? Did specific channels drive more engagement? Use these insights to refine future press releases, making each announcement more effective than the last.
Common Pitfalls and How to Avoid Them
Announcing Too Early or Too Late
Sharing updates before they are fully ready can confuse users. Waiting too long can make the news feel stale. Aim for a release when the feature is stable and tested. Timing should match the value of the update to create the right impact.
Focusing on Features Instead of Benefits
Many press releases explain technical details without showing how users benefit. Highlight the value of the update. Users care more about what the change allows them to do rather than the technical steps behind it.
Ignoring Current Customers
Only targeting prospects or media can alienate existing users. Customers should feel informed and appreciated. Include them in announcements to strengthen trust and encourage continued use.
Using Jargon or Complex Language
Technical or business terms can make the release hard to read. Simple, clear language works best. Aim for sentences that any user can understand without specialized knowledge.
Skipping Cross-Channel Coordination
A press release alone is not enough. Announcements should align with blog posts, emails, and in-app messages. Consistency across channels avoids confusion and ensures the update reaches all audiences effectively.
Neglecting Follow-Up or Support Content
Users need guidance to adopt new features. Missing tutorials, FAQs, or follow-up emails can reduce adoption. Provide supporting materials alongside the release to maximize impact and user satisfaction.
Conclusion
A well-crafted press release can turn a simple product update into a powerful tool for growth. It helps SaaS companies reach new audiences, keep current users engaged, and build trust with investors and partners. Clear messaging, proper timing, and supporting assets make each announcement more effective.
Measuring success through media coverage, feature adoption, and customer feedback ensures that future updates improve over time. Avoid common pitfalls such as overloading with technical details, ignoring existing users, or skipping cross-channel promotion.
Regular, thoughtful press releases create a consistent rhythm of communication that strengthens the brand and highlights ongoing product improvement. By focusing on user benefits and delivering the message through the right channels, every product update can contribute to growth, loyalty, and credibility.
Frequently Asked Questions
What is the difference between a product update and a product launch?
A product update improves or adds features to an existing product, while a product launch introduces a completely new product or service. Updates focus on enhancing user experience, whereas launches focus on entering the market.
When should a SaaS company use a press release for a product update?
Press releases are ideal for major updates that add value or attract attention from media, investors, or potential users. Minor bug fixes or small design tweaks usually don’t need a full press release.
How do I write a press release that users and media will read?
Start with a clear headline showing the benefit, follow with a concise opening paragraph, explain key features in plain language, add quotes for credibility, and finish with a short company boilerplate. Always focus on value for users.
Which channels are best for distributing a SaaS product update press release?
Use trusted PR platforms, the company blog, email campaigns, in-app notifications, social media, and direct outreach to media contacts. Coordinating across channels increases reach and engagement.
How often should a SaaS company announce product updates?
Focus on quality over quantity. Major updates can be announced quarterly or as they happen, while minor updates can be shared via release notes or in-app messages. Avoid frequent minor announcements to prevent audience fatigue.
What metrics should I track to measure the success of a press release?
Key metrics include media coverage, website traffic from the release, feature adoption rates, backlinks, search ranking improvements, and customer engagement or feedback.
How can I make a press release more appealing to journalists?
Keep it concise, highlight the update’s value, provide visuals or demo links, and include a meaningful quote. Personalize outreach to journalists and explain why the update matters to their audience.
Should existing customers be included in press release communications?
Yes. Existing customers are a core audience. Press releases help show that the company is innovating and listening to user feedback, which improves loyalty and trust.
Can a press release help with SEO for a SaaS company?
Yes. Publishing a press release on trusted platforms and linking it to your blog or website can improve search visibility, generate backlinks, and drive traffic from organic search.
What are common mistakes to avoid in a product update press release?
Avoid technical jargon, announcing too early or too late, ignoring existing users, skipping cross-channel promotion, and failing to provide follow-up materials like guides or tutorials.
