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A product press release is a short, factual announcement that tells journalists what launched, who it helps, when and where it is available, and why the news matters now. Write the release so someone can grasp the story from the headline and first paragraph. Then send a separate, tailored pitch to reporters who cover the topic.

Here is the process, from drafting the release to following up on a pitch.

5 steps to write a product press release

1. Lead with a specific headline

State the product news in plain English. Name the company and product, then identify the meaningful change. “Acme launches scheduling tool for independent clinics” gives a reporter more to work with than “Acme revolutionizes healthcare.” If you have a verifiable result or a clear availability date, include it when it makes the news more concrete.

2. Put the news in the first paragraph

Start with a dateline, then cover the essentials: who is launching what, when and where people can get it, whom it serves, and why the launch matters. Add the price or starting price if buyers need it to evaluate the announcement. Save technical details for the next paragraph.

For example: “BOSTON, October 13, 2026: Acme today launched Queue, a scheduling tool for independent clinics in the United States. Available now starting at $29 per month, it helps small teams manage appointment requests in one place.” This is an illustrative example; substitute only facts you can confirm.

3. Add a quote with a point of view

A founder, product lead, customer, or independent expert can explain the problem behind the launch. The quote should add context or a specific experience that the factual paragraphs cannot provide. Get the speaker’s approval, and never invent a customer quote.

Weak: “We are thrilled to launch Queue.” Stronger: “Our clinic customers were juggling appointment requests across email and voicemail. We built Queue so a small front-desk team could see those requests together.” Use the stronger version only if the speaker has approved it and the claim is accurate.

4. Give reporters the details they can verify

Explain the product’s main use case, how it works at a high level, availability, pricing, and any limitations that matter. Include a product page, demo, screenshots, or supporting data where relevant. Attribute performance claims to a documented test and describe how the result was measured. A journalist should be able to check the announcement without asking you to decode marketing language.

5. Close with a boilerplate and media contact

Finish with a short, reusable description of the company, followed by a named press contact and a direct email address. Add the company website and a phone number if someone can answer it. Update the boilerplate when company facts change.

Quick format check: A standard release includes a headline, dateline, lead, supporting details, quote, boilerplate, and contact information. Aim for roughly one page when the story allows; clarity matters more than an arbitrary page limit. See PR Newswire’s press release structure guide for the conventional format.

Copy-and-customize product press release template

[Company] launches [product] to help [audience] [specific outcome]

[CITY], [DATE]: [Company] today announced [product], a [plain-language description] for [specific audience]. [Availability, geography, and price]. [One sentence explaining the problem it addresses and what is new.]

[Two or three sentences on how the product works, a verifiable differentiator, and a link to product details or supporting evidence.]

“[Approved quote that adds insight rather than repeats the launch],” said [name, title].

[Any additional context, such as launch partners, rollout timing, or an important limitation.]

About [Company]: [One or two factual sentences about what the company does.] [Website]

Media contact: [Name, email, phone if available]

Replace every bracketed field and verify names, dates, prices, links, and claims before publishing. This template is an example, not a real announcement.

Why a strong press release may still get no coverage

A release gives journalists the facts. Coverage depends on whether those facts fit a reporter’s beat, audience, and timing. In Muck Rack’s 2025 State of Journalism report, 86% of surveyed journalists said they disregard pitches that are irrelevant to their beat. That is why distribution alone rarely does the work of targeted outreach.

Ask yourself: What would readers learn from this launch beyond the fact that your company has a new product? A measurable shift in customer behavior, an unusual use case, or a credible response to a timely problem can give a reporter a story to investigate.

Why product pitches fail

Generic emails bury the news under company history. Mass sends reach writers who do not cover the subject. Unsupported superlatives ask reporters to trust a claim they cannot verify. Large attachments make it harder to skim a pitch; share a link to a press kit or offer assets on request instead.

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A simple test: if you could send the same message unchanged to 100 reporters, you probably have more reporting research to do.

The common mistake: writing for the company first

It is tempting to start with what the CEO wants announced and then find a list of contacts. Start with the reader of the publication instead. Which customer problem does that audience recognize? What fresh evidence can you offer? Which reporter has recently covered a related story?

The release can stay consistent as the factual record. Your email should explain why those facts belong in this reporter’s next story.

Reverse your thinking: find the journalist’s angle

Read two or three recent articles by each reporter you plan to contact. Look for the questions they ask, the sources they use, and the types of evidence they cite. Then write one sentence connecting your news to a specific topic they cover. Skip the pitch if you cannot make a genuine connection.

For instance, a reporter investigating staffing pressure at small clinics might be interested in verified data on how clinics handle scheduling requests. A product feature list by itself gives them less to investigate. A 2025 Muck Rack interview with working journalists underscores the value of understanding a reporter’s coverage before emailing.

6 steps to earn a media mention for your product launch

Once the release is ready, use this sequence to turn an announcement into a targeted outreach campaign.

1. Define your goal

Decide whether you want to reach prospective customers, build awareness, or earn relevant coverage that may include a link. Choose outlets based on the audience and type of story, rather than outlet size alone. No publication is obligated to link to you, and a link is never guaranteed.

2. Map the journalist landscape

Find people who have covered the product category or the customer problem recently. Record their beat, relevant articles, contact route, and any stated pitch preferences.

3. Develop the story angle

Give the reporter something useful to examine: original research, credible product data, a timely expert perspective, or a specific human story. Make sure the release supports the angle with checkable facts.

4. Build a relevant connection

Follow reporters’ work and be helpful when you have something genuinely useful. You do not need to manufacture familiarity before sending timely news.

5. Write the pitch email

Lead with the story, say why it fits the reporter’s work, and link to the release or press kit. Keep it short enough to scan on a phone.

6. Follow up thoughtfully

Send a brief reply in the same thread if the news remains relevant. Respect deadlines, stated preferences, and a lack of response.

Detailed step-by-step guide to landing a product press mention

Step 1: Define your goals

More customers: Prioritize publications, newsletters, podcasts, and trade sites your buyers already trust. A niche audience with a direct need for your product can be more useful than a large general audience.

More brand awareness: Look for stories where your product offers a credible perspective on a broader issue. Measure relevant mentions and the quality of the coverage, not just raw reach.

Relevant links and referral traffic: Give reporters a useful source page with data, visuals, or product details they may choose to reference. Track published links and referral visits, but do not pitch with a backlink request as the main offer.

Write down one primary goal and a way to measure it before you assemble your list. For example: “Secure three relevant trade-publication conversations during launch month.” Conversations are within the scope of outreach; placements are editorial decisions.

Step 2: Analyze the journalist landscape

Your target list should consist of individual reporters who cover your topic, not every address at a publication. Recheck each person’s beat before you pitch because assignments change.

Mistakes to avoid

• Pitching the wrong beat: A technology writer may cover enterprise software, consumer devices, or policy. “Tech” alone is too broad a match.

• Using an old article as your only evidence: Check the reporter’s recent work and current outlet.

• Treating a generic inbox as equivalent to a reporter: Follow the publication’s stated submission process when it has one. Otherwise, seek the most relevant contact and respect their listed preferences.

A two-step process to analyze the landscape

Step 1: Identify reporters. Search recent coverage of your problem, product category, competitors, and adjacent trends. Look at author pages and bylines. Just Reach Out lets you search for journalists by topic and view related articles, which can speed up the first pass. Read the coverage yourself before choosing whom to contact. See how journalist search works.

Step 2: Identify possible angles. For each reporter, note a recent story, the audience question it answered, and what new information your launch adds. If you have no fresh detail, hold that contact until you have one.

Keep track without overcomplicating it

Start with a spreadsheet: reporter, outlet, beat, relevant article, contact information, angle, date pitched, follow-up date, and outcome. If you manage many campaigns, a CRM or outreach platform can help keep the history together. Just Reach Out supports journalist discovery, pitch sending, and email response tracking; treat open data as an imperfect signal, since privacy settings can make opens unreliable. See Just Reach Out’s tracking FAQ.

Step 3: Generate content ideas

A product launch is the event. The story angle explains why the event matters to people outside your company. Choose an angle you can substantiate and offer the underlying material when possible.

Exclusive research

Original surveys can reveal a useful pattern if the sample, dates, questions, and methodology are clear. Proprietary product data can work too, provided you have permission to share it and explain what it represents. “We surveyed 300 clinic managers in September” invites scrutiny; “everyone wants this” does not.

If you offer an exclusive, agree on the scope and deadline with the reporter before promising the same material elsewhere.

Newsjacking

A current story can create a timely opening when your company has genuine expertise or evidence. Ask: What new data, informed comment, or firsthand perspective can we add? Verify the facts and move quickly, while avoiding opportunistic pitches about crises where your product adds no real value.

The story behind the product

A founder’s experience or a customer’s problem can make the launch easier to understand. Get permission before sharing someone’s story, check every detail, and let the human experience explain the product’s purpose. The narrative still needs a clear link to the audience the reporter serves.

Storyjacking

Study articles that have worked in your category to spot unanswered questions or useful formats. Then contribute new reporting, data, or examples. Recycling an old viral concept without fresh evidence gives journalists little reason to revisit it.

Step 4: Build relationships

You can pitch a relevant story to someone you have never met. Over time, your goal is to become a dependable source who understands their work and responds promptly.

Practical ways to be useful

• Share a concise, specific observation about a recent article if you have something substantive to add.

• Offer an expert who can answer a question on the reporter’s beat, including when the answer will not mention your product.

• Respond quickly to a request for a quote, data, or an interview, and say clearly if you cannot help.

• Correct a factual issue privately and respectfully when it matters. Avoid using a minor typo as an excuse for a sales pitch.

• Follow professional accounts for posted source requests and preferred contact methods; do not assume a social DM is welcome.

Keep notes on preferences and prior conversations. A relationship grows from useful exchanges, not from a fixed number of likes or comments.

Step 5: Write your pitch email

A pitch email is a short invitation to consider a story. The press release is the supporting document. Email is a practical default when the reporter lists it as a contact method; follow any specific instructions on their profile or outlet site.

The subject line

Make the news legible at a glance. “New scheduling data from 300 independent clinics” says more than “Exciting launch announcement.” If the pitch offers an exclusive, say so only when it truly is exclusive.

Personalize with a relevant topic, not a forced reference to the reporter’s city or social feed. Keep the subject line concise enough to display well on mobile, and do not claim a result in the subject that the email cannot prove.

The email body

Aim for a few short paragraphs. Name the reporter’s relevant work, give the news and its evidence, propose one possible angle, and make the next step easy. Link to a release or press kit instead of attaching a large file unless requested.

Illustrative product pitch:

Subject: New data on appointment requests at small clinics

Hi [Name],

Your recent piece on staffing challenges at independent clinics raised a question we can help answer: how many appointment requests get stuck across different channels?

[Company] has [describe the verified data and sample in one sentence]. We’re also launching [product] on [date] to help clinics manage those requests. The data and methodology are here: [link].

If you’re looking at this issue, I can connect you with [qualified source] or send the underlying findings. The release and product details are here: [link].

[Name, title, company, direct contact]

Replace the brackets with verified details. The sample assumes you have both relevant data and an appropriate source. If you only have a launch announcement, say that clearly and pitch reporters who cover product launches.

Do not treat email opens as proof of interest. Replies, interview requests, and published coverage are more meaningful outcomes.

Step 6: Follow up

For a time-sensitive launch, a short follow-up after a couple of working days may help. Adjust to the reporter’s deadlines and any stated preferences. Reply in the original thread, add a genuinely useful update if you have one, and make it easy to decline or ignore.

Hi [Name], following up in case the [specific angle] is useful for your coverage. The data and release are here: [link]. Happy to connect you with [source] if helpful. Thanks, [Name].

One follow-up is usually enough for a launch pitch. If it gets no response, revisit the fit or save a different, well-supported angle for another time. Do not repeatedly chase a reporter who has passed or opted out.

Easier than it looks

The working formula is straightforward: write a release that answers the basic product questions, find reporters whose audiences care about those answers, and email each person a concise, evidence-backed angle. Track what you sent and what happened. Coverage is never guaranteed, but a clear story and relevant outreach give a journalist something they can actually use.

If you want to handle that work in-house, Just Reach Out helps you find reporters by topic, review related coverage, send personalized pitches, and track outreach in one place.

Doing your own PR outreach to promote your product? JustReachOut can help you crush it! Try our PR outreach software tools for free.