Product Launch Press Release Template
Product launch releases fail one way: they describe features instead of outcomes. Editors don't care what your product has. They care what changes for the people who use it. This template forces the outcome to the top.
When to use this
Use this for new products, major versions, and significant feature launches. Minor updates belong in a changelog, not a press release.
The template
FOR IMMEDIATE RELEASE [COMPANY] Launches [PRODUCT] to [OUTCOME FOR CUSTOMERS] [Optional subheadline: the single most impressive capability or number] [CITY, State] — [Date] — [Company], [one-line company description], today launched [PRODUCT], [one-sentence plain-English description of what it does]. [PRODUCT] [solves what problem] for [target customer], [the headline capability or result]. [Paragraph 2 covers the problem: why the old way is broken, with a number if you have one.] "[Quote from CEO or product lead: why this matters, the conviction behind building it]," said [NAME], [TITLE] of [COMPANY]. [Paragraph 3 explains how it works, in three sentences a non-expert can follow. What's genuinely different.] [Paragraph 4 covers availability and pricing: where to get it, what it costs, launch offers.] "[Optional customer quote from a beta user: the result they got, with a number]," said [CUSTOMER NAME], [TITLE] at [CUSTOMER COMPANY]. About [COMPANY] [Boilerplate] Media Contact: [NAME], [TITLE] [EMAIL] [PHONE] [COMPANY WEBSITE] ###
A complete example
FOR IMMEDIATE RELEASE Acme Launches One-Click Payroll for Restaurants New product cuts weekly payroll administration from four hours to eleven minutes for independent restaurant operators AUSTIN, Texas — October 1, 2026 — Acme, the operations platform for independent restaurants, today launched One-Click Payroll, a payroll product that reads timesheets directly from point-of-sale data and files taxes automatically. One-Click Payroll eliminates manual timesheet reconciliation for restaurant operators, cutting weekly payroll administration from an average of four hours to eleven minutes. Independent restaurants spend more time on payroll per employee than any other small-business category, largely because tips, split shifts, and overtime rules interact in ways generic payroll software doesn't handle. "Every restaurant owner we talked to had the same Sunday-night ritual: three spreadsheets and a calculator," said Jane Doe, CEO of Acme. "We built payroll that understands how restaurants actually pay people." One-Click Payroll pulls hours, tips, and roles directly from the POS systems restaurants already use, applies state-specific tip credit and overtime rules, and files federal and state taxes automatically. Operators review one screen and approve. One-Click Payroll is available today in all 50 states at acme.com/payroll, priced at $39 per month plus $6 per employee. Existing Acme customers get their first three months free. "I ran my first payroll on it in nine minutes, and I didn't open a spreadsheet once," said Maria Torres, owner of Torres Taqueria in San Antonio. About Acme Acme builds operations software for independent restaurants. Founded in 2022 and headquartered in Austin, Texas, Acme serves more than 3,000 restaurants across the United States. Media Contact: Sam Lee, Head of Communications press@acme.com (512) 555-0142 acme.com ###
Tips from the wire desk
The headline is [outcome], not [feature list]. 'Launches X to do Y' beats 'Launches revolutionary AI-powered X.'
Never use 'revolutionary,' 'innovative,' 'cutting-edge,' or 'game-changing.' Editors delete releases for these words.
A customer quote with a number is the strongest paragraph a launch release can have.
Always include pricing and availability. Releases that hide pricing read as vaporware.
One product per release. Launching three things means leading with the best one.
Common questions
Should I send the release before or on launch day?
Distribute on launch day. Pitch journalists individually 3–7 days before under embargo if you want day-one stories.
My product is technical: how simple should the language be?
The lede should be understandable by someone outside your industry. Save the technical depth for paragraph three.
Skip the blanks
Let the builder assemble this for you, free.