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Press release template for a product launch

A press release is a reference document for journalists and editors, not an ad. It answers who, what, when, where and why in the first paragraph, and puts facts they can check below. Most early-stage launches get more from a personal pitch with a link to the release than from a paid wire service.

Use it for

  • A launch with genuine news: a new product, a named customer, funding, a notable partnership.
  • As the page you link from pitches and your press kit.

Limits and rules

  • Only include numbers you can back up and quotes from real people who approved them. Invented claims can be checked, and they damage trust.

The template

Copy it, then replace everything in [BRACKETS]. Delete lines that don't apply rather than leaving them vague.

Press release template
FOR IMMEDIATE RELEASE

[HEADLINE: COMPANY LAUNCHES PRODUCT THAT DOES X FOR Y]
[SUBHEAD: ONE SENTENCE WITH THE MOST IMPORTANT DETAIL]

[CITY], [DATE] - [COMPANY] today launched [PRODUCT], [WHAT IT DOES] for [WHO]. [WHY IT MATTERS NOW, IN ONE SENTENCE].

[PARAGRAPH 2: THE PROBLEM, WITH A FACT YOU CAN SOURCE]

[PARAGRAPH 3: HOW THE PRODUCT WORKS - 3 CONCRETE CAPABILITIES]

"[QUOTE FROM FOUNDER: WHY YOU BUILT IT, IN PLAIN WORDS]," said [NAME], [TITLE] of [COMPANY].

[OPTIONAL: "[QUOTE FROM A REAL CUSTOMER OR PARTNER, APPROVED]," said [NAME], [TITLE] at [COMPANY].]

Availability and pricing
[PRODUCT] is available today at [URL]. [PRICING / FREE TIER]. [PLATFORMS / REGIONS].

About [COMPANY]
[2-3 SENTENCES: WHAT THE COMPANY DOES, WHERE IT'S BASED, WHEN FOUNDED]

Media contact
[NAME]
[EMAIL]
[PRESS KIT URL]

How to fill it in

  1. [HEADLINE]

    Factual. "Launches" plus what it does, not "revolutionizes".

  2. [FACT YOU CAN SOURCE]

    Link or cite it; leave it out if you can't.

  3. [QUOTE FROM FOUNDER]

    Say something a journalist could use, not "we're excited".

Filled example

Fictional example. Paperlark is a fictional product we made up for these examples: an invoice-reminder tool for freelancers that sends polite follow-ups when a client pays late. Names, prices and details are invented to show the template filled in; they aren't a real company or real results.

Example (fictional product)
FOR IMMEDIATE RELEASE

Paperlark launches automatic reminders for unpaid freelance invoices
The tool sends scheduled, polite follow-ups and stops when an invoice is paid

[City], [Date] - Paperlark today launched its invoice-reminder tool for freelancers and small studios. It sends scheduled reminders for unpaid invoices in the freelancer's chosen tone, so they don't have to write follow-up emails themselves.

Freelancers often delay chasing late payments because the emails feel awkward to write.

Paperlark reads forwarded invoices, schedules reminders at set intervals after the due date, and stops as soon as the freelancer marks the invoice paid. Replies go directly to the freelancer.

"I built Paperlark after putting off chasing three late invoices at once. I wanted the follow-up to happen whether or not I felt like writing it," said Sam Rivera, founder of Paperlark.

Availability and pricing
Paperlark is available today at paperlark.example. It's free for three invoices a month; unlimited invoices cost $9 per month.

About Paperlark
Paperlark makes tools that help freelancers get paid on time. (Fictional company for this example.)

Media contact
Sam Rivera
press@paperlark.example
paperlark.example/press

Do

  • Put the news in the first sentence.
  • Include a working press kit link.
  • Keep it to one page.
  • Publish it on your own site too.

Don't

  • Don't use superlatives you can't prove.
  • Don't invent quotes or customer names.
  • Don't bury pricing and availability.
  • Don't send it as an attachment.

FAQ

Do startups still need press releases?

As a reference page, yes. For coverage, a personal pitch to the right writer with a link to the release usually works better than a wire blast.

How long should a press release be?

About one page: headline, lead, two or three paragraphs, a quote, availability and boilerplate.

What if I don't have a customer quote?

Leave it out. A founder quote is enough; never invent a customer.

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