A press release will not make people download your app just because it exists.
For apps and SaaS companies, a release works best when it gives the market a clear reason to pay attention now. Not “we launched a product.” Not “we built another dashboard.” The announcement has to connect your software to a real problem, a useful change, or a timely shift in the market.
Done well, a press release can support trial signups, demo requests, investor interest, partner conversations, and media coverage. It also gives your sales and marketing team a credible piece of news to share.
Start With News, Not Activity
Many software companies confuse activity with news.
A new feature might matter to users, but that does not automatically make it interesting to journalists. A new integration may help customers, but only if it connects to a larger need.
Ask yourself this: why would someone outside our company care?
Strong app and SaaS press releases often involve:
- A new product launch that solves a timely problem.
- A major feature that changes what users can do.
- An integration or partnership that improves a workflow.
- New data or research based on users or industry trends.
- Funding, growth, or expansion tied to market demand.
- Customer milestones, such as adoption or retention.
The best announcements are about the change the software makes possible. If you need a model for structure and tone, review these Software and SaaS press release examples before drafting your own announcement.
Lead With the Problem
SaaS companies often love to explain how their product works.
That is understandable. You built it. You know the workflow, dashboard, automation, and all the things competitors lack.
But the reader starts with a pain point.
If you offer scheduling software for home service companies, the story is not “Company X launches AI-powered booking platform.” The better story is that small contractors lose revenue when missed calls become missed jobs.
For example:
“Company X today launched a mobile booking platform designed to help independent HVAC contractors capture after-hours service requests and reduce missed appointments.”
That sentence tells the reader who it helps, what it does, and why it matters.
Make the Next Step Obvious
If you want trials or demos, do not bury the call to action.
Good next steps include:
- Start a free trial.
- Book a demo.
- Join the beta.
- Watch a product walkthrough.
- Request early access.
Do not send people to a generic homepage where they have to hunt for the offer. Send them to a page built for that announcement.
That landing page should match the release. Same language. Same audience. Same promise. Same next step.
Use Data Whenever You Can
Data gives software announcements more weight. For SaaS companies, even basic trial and conversion benchmarks can help frame the announcement in a more useful way; Growth Unhinged’s free-to-paid conversion report is a helpful reference point.
You may already have useful numbers inside your business: average time saved, tasks automated, growth in active users, survey results, retention improvements, or usage trends from your platform.
A vague claim like “helps teams work faster” is easy to ignore.
A concrete claim gets attention:
“Beta users reduced manual invoice follow-up by an average of 38% during the first 60 days.”
That kind of detail gives journalists, prospects, and partners something real to work with.
Just be careful. Do not stretch the data. Say what you know, and say it plainly.
Show the Product in Use
Software can feel abstract. A customer example makes it real.
You do not need a long case study. One clear example can be enough:
A small agency used the platform to shorten client onboarding. A regional retailer used the app to manage inventory across locations.
Specific use cases help trade publications understand the story faster. They also help prospects see themselves in the announcement.
Target the Right Media
Not every app or SaaS announcement belongs in the same place.
A consumer app might fit tech, lifestyle, local, or entertainment media. A B2B SaaS platform often performs better with trade publications, startup outlets, vertical industry media, and business reporters who cover a specific market.
A logistics SaaS announcement should not be pitched the same way as a wellness app. A cybersecurity platform should not use the same angle as a tool for independent tutors.
Start with the audience. Who would use the product? Who influences that buyer? What publications do they already trust? What industry problem does this announcement connect to?
Distribution matters, but targeting matters just as much.
Skip the Hype
Apps and SaaS companies often fall into the “revolutionary platform” trap.
Everything is “game-changing.” Every launch is “first-of-its-kind.” Every feature “transforms” an industry.
Most of the time, that language hurts the release. Journalists are allergic to hype. So are buyers.
A stronger approach is to make a clear claim you can support.
Instead of “Company X revolutionizes project management forever,” try:
“Company X launches a project management tool that helps small agencies track scope changes before they cut into profit.”
That is more grounded. It gives the reader a reason to care.
Use the Release After Launch Day
The press release is not the whole campaign. It is the starting point.
After distribution, use the announcement in practical ways:
- Send it to prospects already in your pipeline.
- Share it with investors and advisors.
- Turn it into a short founder LinkedIn post.
- Pitch a customer use case to trade media.
- Add it to your sales follow-up sequence.
This is where many companies miss the opportunity. They send the release, watch for pickups, and stop.
The Bottom Line
A press release can help drive trials and demos, but only when the announcement gives people a reason to act.
Lead with the problem. Explain the value in plain language. Use data. Show a real use case. Send readers to a focused next step. Then keep using the announcement after it goes live.
Software buyers do not respond to noise. They respond to relevance.
Your job is not to tell the world you built something. Your job is to show the right people why it matters now.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn