Announcing a product launch: press release, example and template

Why announce a launch with a press release

A launch announced only on your website and social media reaches your existing customers. A press release reaches people who don’t know you yet, through journalists, comparison sites and AI assistants.

• Get featured in round-ups. Specialist journalists and review sites use press releases to find products for their selections.
• Show up in category searches. An indexed page dedicated to your launch answers a search for “new industrial planning software” better than a product page.
• Set an official date. The press release establishes the launch date, which can be useful in a dispute or when comparing your launch with a competitor’s.
• Give your sales team a useful resource. A link to a verified announcement builds more trust than a brochure.

When to announce a new product

Publish on the day the product becomes available, or when pre-orders or a beta open. For a highly anticipated launch, prepare the press release in advance and schedule the embargo to lift when it goes live.

Testing the announcement before launch

For a highly anticipated product, offer it to a few journalists before launch under embargo. They can try it out, prepare their article and publish at the agreed time. On Clarsource, the announcement stays hidden until the time you choose, and you can share it in advance with journalists of your choice.

What journalists will want to know

• The product’s name and what it does, in one sentence
• The problem it solves and who it’s for
• When it will be available and how much it costs
• A measurable result: time saved, test results or early customers
• Where to find it: website, shops or platform

On Clarsource, these details are extracted into the announcement’s structured information sheet, under Products and innovation.

Preparing visuals and a demonstration

A launch without an image is rarely picked up. Prepare:

• three high-resolution photos or screenshots, including one showing the product in use;
• a short video, under a minute, that works without sound;
• a link to a demonstration or free trial;
• the product logo on a transparent background.

Product launch press release example

Product launch press release template to copy

[Company] launches [product], [main benefit in a few words]

[City], [date]. [Company] announces the launch of [product], [description in one sentence]. It will be available from [date], priced at [price].

[Product] helps [benefit 1] and [benefit 2]. [Measurable result: time saved, test results, early customers].

“[Quote: problem solved],” says [first name and surname], [job title].

About [Company]. [Four lines.]

Press contact. [Name], [email], [phone]

Find more templates on our free templates page.

Why publish your launch on Clarsource

Common mistakes in a launch press release

• Listing features without explaining what they’re for
• Calling the product “revolutionary”, “unique” or a “market leader”
• Leaving out the price or availability date
• Publishing before the product is actually available