Press releases are published, on average, between 500 and 1,000 times per day on newswire services. Most of the time, local and national outlets will simply ignore most of these releases. So, for yours to gain coverage, it needs to tick all the boxes. Writing a great press release can be complicated though, and most media professionals start out by
using press release samples.
They can help you learn ways to navigate media landscapes and get people’s attention. Without that, people may not know your product even exists.
And with experience, you can create press releases that stand out from the crowd and help you make headlines. Keep reading to learn more about how to write a good press release and how much it can do for your company!
1. Use Statistics to Show Your Product’s Value
One of the most effective strategies when it comes to advertising your product is to sell it with statistics. Your press release should capture reporters’ attention by leading with fascinating statistics they can tie into a story. Don’t be surprised if your lead becomes their lead!
For example, Value Penguin recently sent out a press release on the number of people who put children in car seats. The subject line read, “1 in 5 Americans Don’t Put Kids in Car Seats – And It’s Really Risky.” This is a perfect strategy for many reasons.
First, it naturally captures the reader’s attention. They are immediately invested in learning more since it is about children’s safety. Plus, the number of parents who don’t use car seats is unexpectedly staggering!
The subject line also invites reporters to ask questions about the data. Why are so many parents forgoing such a basic safety component, and what can be done? Then, they naturally link to the report, which includes an online press release.
And in that online press release are strategic funnels to lead reporters and audiences to the real product — insurance. The roads are dangerous with so many children out of car seats, so audiences should make sure to protect themselves!
2. If You See a Need, Address It
One thing companies love to do is tie their products in with popular topics and headlines. Right now, travel headlines are grabbing people’s attention as tourists wonder if they can go on vacation. They are worried about COVID-19 restrictions, and their overall safety.
One company, Scott’s Cheap Flights, prepared a press release exactly about these concerns. The subject line was captivating, telling reporters and audiences exactly what they wanted to hear. It was “Some good travel news for a change.”
The press release saw people needed assurance that they would have the chance to go on vacation soon. They also saw reporters were struggling to find information about traveling. That kind of information is not usually available during the winter.
With a shortage of sources for information, the company could naturally attract reporters. Then, they could drive reporters to their surveys and therefore, their products. And as a result of the stories they produce, reporters would naturally lead people to Scott’s Cheap Flights.
3. Give Reporters A Chance To Interview Leaders
A new app recently launched that looks to fill a need that many people may not realize exists. Many times, reporters struggle to find experts qualified to speak on a topic they’re covering. Experts may not make themselves available, or too few people may know enough about the subject.
So, a company launched SKILLR. The app is meant to connect people with leading experts who can provide information on a range of topics. But that’s not the interesting part.
The interesting part is the way they approached their release about the product launch. An app meant to be used by reporters needs a press release that also attracts reporters’ attention. And for that, they offered what the press always wants — an interview.
The subject led with an invitation for reporters to interview the CEO of the company. If their product launch wasn’t enough to attract news stories, a guaranteed interview with the CEO definitely would have. And it really doesn’t take much time out of their day.
The Advantages of Going on Camera
An interview can take up to 10 minutes, and they’re advantageous for companies. During an interview, business leaders can make sure the best information about their product is front and center in a story. They can also identify and address any concerns with a product quickly.
Speaking with the press also boosts the company’s brand, since it shows there are people behind it. A brand is only as good as the people who work on it. And by speaking with reporters, customers can develop a kind of parasocial relationship with business leaders.
It will make them more comfortable, and even excited, to download their app.
4. If You Don’t See Good News, Make It
For many months, Hobby Lobby’s brand was damaged by its decision to underpay employees and abuse their schedules. The company faced stories of its overbearing policies and unreasonable work conditions. It was hurting sales and costing them profit.
So, they reversed course and instead of waiting for things to change, they took action. They sent out a press release in mid-2020 that announced changes. And in that press release, they directly addressed one of the biggest criticisms they faced: employee pay.
They wrote that employees would suddenly be making more than double the federal minimum wage at its stores. This was exciting for the employees, but even more exciting for the business leaders. Suddenly, instead of headlines about the company’s labor violations, they saw headlines that put them in a positive light.
In theory, the headlines may have come weeks after deciding to raise the pay. But writing a press release that directly addressed existing issues sped up the process. The company did not have to wait for its brand to recover, a decent press release did it practically overnight.
And they had a chance to pair the press release with announcements of new products, which naturally drove up sales.
New Product Launch Press Release Examples
Are you looking for examples of new product press releases you can use as models for your own? Here are 4 actual press releases announcing new products and brands:
Example #1: Announcing three new construction products
| Crescent Lufkin Levels Up With A New Product Launch Tool manufacturer’s new products strike the perfect balance between performance and practicality. SPARKS, Md,, April 20, 2022 /PRNewswire/ — Crescent Lufkin has launched three new, jobsite-ready, construction levels. The Crescent Lufkin Pocket Level, Specialty Angle Pocket Level, and Billet Torpedo Level are specially-designed to solve user pain points associated with traditional levels. The Crescent Lufkin Pocket Level, Specialty Angle Pocket Level, and Billet Torpedo Level are specially-designed to solve user pain points associated with traditional levels. In addition to the superior legibility, compact size, and exceptional durability common to all three products, each has features that set it apart from the competition. The Specialty Angle Pocket Level, for example, has an enlarged indexing vial with indents that precisely set the vial housing to angles commonly used by multiple trades. All three new levels also feature firmly embedded rare earth magnets, so they hold securely onto metal surfaces. Together with their numerous other superior features, these new Crescent Lufkin products are poised to become the new standard for compact levels. About Crescent® About Apex Tool Group |
Example #2: Launch of new cybersecurity product
| Cybellum Launches new Product Security Synergy Services to Support Product Security Teams in their Journey for Compliance Synergy Services combine expert services with a customized KPI model, allowing teams to integrate new product security technologies into their unique ecosystem, as well as giving teams direct access to product security experts. TEL AVIV, Israel, Sept. 20, 2023 /PRNewswire/ — Cybellum, provider of the award-winning Product Security Platform for connected product and device manufacturers, announced today the general availability of its Product Security Synergy Services, augmenting its Platform with a broad set of expert services, covering the entire product lifecycle. Device manufacturers and their suppliers, across all safety-critical industries, including automotive, medical, and industrial equipment, are facing increased pressure to enhance the security posture of their products, while remaining compliant with new regulations. Achieving this means, product security operations teams need to integrate new technologies, requiring them to customize and tailor these technologies to their unique product development ecosystems. Even if done successfully, the ongoing skill shortage still means many critical activities will be very difficult to do with the resources they have. Cybellum’s Product Security Synergy Services address these issues by working directly with those responsible for product security, providing a skilled team and methodological approach to ‘walk the journey’ along with organizations. This allows for successful product security implementation and compliance workflow that meets the latest standards. It comprises the following: Cybellum Deployment and Customization service ensures a seamless integration of Cybellum’s Product Security Platform across an entire organization. Our team of product security professionals will work with customers across a set of milestones, including discovery, concept, implementation, and monitoring, to draw a clear trajectory for a successful Product Security organization. Cybellum Managed Services combine embedded device security expertise with a dedicated technology to manage product security processes from start to finish, acting as a force multiplier for your entire operation. These include services for Software Bill of Materials (SBOM) verification, Supply-chain risk management, Pen-testing, Incident Response, and Cloud Hosting. “A frictionless product security process relies on leveraging more than just the latest tools,” says Asaf Atzmon, Cybellum’s COO. “It is essential that skilled and experienced personnel are aligned with technology to ensure the successful adoption and roll-out of product security programs. The Cybellum team brings decades of experience and field-tested methods and technologies to assist our customers in safeguarding and securing their products.” For more information about Cybellum’s Product Security Synergy Services, visit our website or contact us. About Cybellum Cybellum is where teams do product security. Device manufacturers such as Jaguar Land Rover, Supermicro, Danaher, and Rolls Royce use Cybellum’s Product Security Platform and services to manage the main aspects of their cybersecurity operations across business units and lifecycle stages. From SBOM to Vulnerability Management, Compliance Validation, and Incident Response, teams ensure their connected products are fundamentally secure and compliant – and stay that way. To learn more visit www.cybellum.com Media Contact Annette Habani |
Example #3: New service launch to help special needs children
| Jacobs Develops a New Service to Improve Home-to-School Travel Experience for Special Education Needs Children and Young People Travel Service Optimization to help transform transport for Special Educational Needs and Disabilities children DALLAS, Jan. 21, 2021 /PRNewswire/ — Jacobs (NYSE:J) has developed Travel Service Optimization to transform the home-to-school travel experience for Special Educational Needs and Disabilities (SEND) children and young people – helping to advance social inclusion, while also supporting broader environmental and economic benefits. Travel Service Optimization combines Jacobs’ transport planning capability with a new proprietary software system to shape and support travel strategy and planning on a continual basis. In England, where Travel Service Optimization has been developed, councils and local government spend more than $1 billion (£800 million) a year providing statutory transport for SEND children and young people. With the size of this population growing, transport budgets tightening, the quality and quantity of bus and taxicab supply shrinking, Jacobs recognized an important need to improve the home-to-school travel experience for these children and young people. Travel Service Optimization differs from traditional transport planning solutions by digitally clustering travel groups for more appropriate ride sharing within those groups, rather than focusing on vehicles. It is a socially inclusive service that better considers the needs of each child or young person with special educational needs. It helps heads of travel who want to improve the individual’s travel experience, while using their limited budgets in smarter ways by increasing travel efficiency and effectiveness of procurement and potentially reducing transportation carbon emissions in some cases. “The development of Travel Service Optimization is a great example of our people looking beyond to raise the bar and deliver tangible ways to increase the quality and social inclusivity of journeys to school for children and young people with special educational needs,” said Jacobs People & Places Solutions Senior Vice President Europe and Digital Strategies Donald Morrison. “We are launching Travel Service Optimization in the U.K. initially to enable authorities to transport more children safely, with a travel experience more closely aligned to their individual needs, all within budgetary constraints. We see real potential for this to have global application and benefit children and transport planning teams around the world.” Jacobs created Travel Service Optimization by working with local authorities in England, parents, caregivers, schools and operators to create a travel planning service that streamlines processes, giving children with special educational needs a chance to enjoy the life benefits of shared travel inclusivity. For more information, visit the Travel Service Optimization website and click here to view the video. At Jacobs, we’re challenging today to reinvent tomorrow by solving the world’s most critical problems for thriving cities, resilient environments, mission-critical outcomes, operational advancement, scientific discovery and cutting-edge manufacturing, turning abstract ideas into realities that transform the world for good. With approximately $14 billion in revenue and a talent force of more than 55,000, Jacobs provides a full spectrum of professional services including consulting, technical, scientific and project delivery for the government and private sector. Visit jacobs.com and connect with Jacobs on Facebook, Instagram, LinkedIn and Twitter. Certain statements contained in this press release constitute forward-looking statements as such term is defined in Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, and such statements are intended to be covered by the safe harbor provided by the same. Statements made in this release that are not based on historical fact are forward-looking statements. We base these forward-looking statements on management’s current estimates and expectations as well as currently available competitive, financial and economic data. Forward-looking statements, however, are inherently uncertain. There are a variety of factors that could cause business results to differ materially from our forward-looking statements, including, but not limited to, the impact of the COVID-19 pandemic and the related reaction of governments on global and regional market conditions and the company’s business. For a description of some additional factors that may occur that could cause actual results to differ from our forward-looking statements, see our Annual Report on Form 10-K for the year ended October 2, 2020, and in particular the discussions contained under Item 1 – Business; Item 1A – Risk Factors; Item 3 – Legal Proceedings; and Item 7 – Management’s Discussion and Analysis of Financial Condition and Results of Operations, as well as the company’s other filings with the Securities and Exchange Commission. The company is not under any duty to update any of the forward-looking statements after the date of this press release to conform to actual results, except as required by applicable law. For press/media inquiries: |
Example #4: Company adds new service offering
| Dynacast International Announces New Service Offering – Company has added Metal Injection Molding to its manufacturing technologies – CHARLOTTE, N.C., Feb. 12, 2013 /PRNewswire/ — Dynacast International, a global die casting manufacturer, announced today that they are adding metal injection molding (MIM) to their service offerings. The addition of MIM as a manufacturing process means that Dynacast will be expanding its ability to produce small, complex components using a wider variety of metals. The MIM process is suitable for producing small and even micro-size components, often with very complex geometries, using metals such as stainless steel, titanium, copper, and more. Dynacast has been manufacturing small- and medium-sized die cast components for more than 70 years using aluminum, magnesium and zinc alloys. By adding MIM as a new service offering, the company strengthens its commitment to producing the highest quality, precision-engineered components for its customers. “We are delighted to be adding MIM to our service offerings,” says Simon Newman, President and CEO of Dynacast. “This process is a natural fit for Dynacast, as it only sharpens our focus on providing small, complex components to our customers and it opens up a whole new market for us,” Newman noted. Dynacast offers two manufacturing processes in addition to MIM; die casting and injected metal assembly (IMA). These processes are used to make metal components and assemblies for thousands of companies in hundreds of industries around the world. About Dynacast Dynacast International is a global manufacturer of small, engineered metal components. Utilizing proprietary die cast and metal injection molding technologies, we offer robust solutions to a variety of industries including automotive, consumer electronics, healthcare, hardware, computers and peripherals and many others. We engineer precision components by combining extensive engineering knowledge with our specialized manufacturing systems. We help companies around the world save money by identifying components and assemblies in their products that can be redesigned or consolidated using one of our manufacturing techniques. We have a history of delivering value to our customers through our engineering expertise, efficient operations and Advanced Quality Planning systems. With Global Headquarters in Charlotte, NC, Dynacast operates 22 manufacturing facilities in 16 countries around the world. Please visit www.dynacastmim.com to learn more. Contact |
Model Your Release After Effective Press Release Samples
If you’re struggling to write a good media release, there’s a simple way to improve them. All you need to do is model them after some press release samples. Just like in anything else, you need to learn from the masters before you can start producing something of great quality.
And one of the best ways to learn is to work with experts side-by-side. And for that, we’re here. All you need to do is reach out to us, and we will start crafting effective press releases that you can use for your product launch.
And you can also take a look at our press release samples to learn more about our work!