How to Write a Press Release for a New Product

Write "FOR IMMEDIATE RELEASE:" at the top of the page.

Provide contact information, separating each item onto its own line: The name of the person the media should contact with questions; your company's name, phone and fax numbers; the media contact's email address; and the address of your company's website.

Write the headline: Company Announces Release of New Product's Name.

Write a subhead describing what the product does or how it benefits the purchaser, such as: New Product provides Benefit One and Benefit Two.

Answer the "Five W" questions (who, what, where, when and why) in the opening paragraph, using this structure: City, State, Datea??Your Company today announced release of New Product. New Product performs (describe the product's function) and delivers (describe the product's benefits) to (name the primary purchasers or consumers of the product).

Establish credibility for the product by quoting a third-party source such as a customer who has already tried the product or an industry expert who states that the product is useful or needed.

In a new paragraph, provide more details about the product and its features, capabilities or benefits.

Write a quote from an executive (CEO, President, Vice President) at your company explaining why your company created the product.

In the final paragraph, recap the new product's key features and the main benefits to purchasers. If appropriate, give the price of the product and where it can be purchased.

Write "For additional information, contact:," then provide the same contact information in step two.

Finish with a standardized description of your company and its history; this is referred to as "boilerplate" information.

To indicate that the press release is finished, leave an empty line and then center three pound signs on the page: # # #

Carefully proofread the release to eliminate errors in fact and typography.