So, you’re in charge of letting the world know that your company has just launched the biggest, most amazing product in the history of earth…or so it feels, given the hopes – and pressure – your higher-ups are putting directly on you to create a press release that is sure to garner tons of attention in digital, broadcast and print media outlets.
You’ve got this…right?
Keep reading – we’re here to help.
In a previous blog we gave tips on how to compose a New Hire Press Release designed to get noticed by your competitors, stakeholders, shareholders, media outlets, and others interested in your company’s news. Your audience may be much wider than that, depending on the product – or service – your company has asked you to announce. Imagine you are announcing the invention of the light bulb…or something called a “television.” We are certain about the success of THOSE press releases!
While your company’s announcement may not be on par with those of the most remarkable inventions of the last couple of centuries, it might be well worth the effort you put into the press release you’re about to write. In this blog, we will go over the tips that will capture the essence of what a good Product Launch Press Release should deliver.
First, let’s concentrate on the construct of the product release. The following steps will be the basis for the release that will get noticed by the media:
In all, a press release about a new product should ideally be one page, or two pages at most.
Additional Actions After Your Product Is Announced
In a perfect world, every press release you send out on your company’s behalf sends reporters and editors running to their desks and calling your “Contact for Information” person listed at the top of the release.
Unfortunately, we live in the real world; sitting back and waiting for journalists to inundate your company with phone calls and website messages requesting an interview appointment is HIGHLY discouraged.
Consider these tidbits of information: For every journalist in the U.S., there are five public relations professionals. Additionally, a recent study showed that journalists working for the top media outlets in the U.S. receive just over 70 email pitches per day; the same study pointed out that most journalists only cover one story per day.
That’s what you’re up against when you only write a press release about your new product.
Obviously, the Fortune 100 companies will always get top billing, when it comes to press release attention. The remaining 99.9 percent of companies who create a new product and send a press release about it fight hard to get the media’s attention.
Sending your new product announcement via email can also be tricky business, thanks to the security settings that exist at media organizations; the larger outlets have the power to treat group email blasts as spam, relegating your announcement to the journalist’s Spam folder.
Yikes.
Try the following steps designed to improve your chances of getting your new product announcement noticed:
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