Top 5 Press Release Examples for New Product Launches (+ Tips and Best Practices)

Some businesses have found success with hardly any marketing at all. Others have found success with subtlety, launching guerilla marketing campaigns to create buzz. Many different marketing ideas have merit, but one nearly universal rule is this: If you want people to know your product exists, you should tell them about it with a well-timed company press release.

The new product press release is a great place to start for a product launch. Of course, press releases take many other forms, too, and each has unique value for your strategy.

This article will examine press releases and explain their importance to public relations and crisis communications alike. We’ll also provide press release examples you can use to make your own templates — and we’ll sprinkle in pro pointers you can rely on whenever you need to write press release copy for an event, announcement or even a crisis situation.

What Is a Press Release?

A press release is an official announcement of important information that an organization, institution or agency distributes to a media outlet or the public.

Press releases are short — typically only one page — and the intention behind them is to attract media attention or to clarify or respond to a news story.

But how do you know when to issue a press release? Some examples include:

• Sharing breaking news or responding to a news item.
• Making a new partnership announcement.
• Announcing a policy change.
• Promoting a grand opening or making another event announcement.
• Announcing a change in leadership.
• Declaring a new product launch.

When crafted correctly, press release content can kick-start media coverage and press conversations, boost brand awareness and serve as the first step in an integrated communications plan that includes social media, email and paid promotion.

Press Release Format: The Essential Structure

A well-crafted press release follows a standard format that helps journalists and media outlets quickly find the information they need. Get the structure right and you’ll set the stage for effective press releases every time. 

Here’s a breakdown of each section, along with the release key elements you should never skip:

Headline

Your headline should grab attention, clearly state the news and include your company and product or announcement. A powerful headline is the gateway that invites journalists press release editors to keep reading.

Example:

Acme Corp Launches EcoSmart Widget: Next-Generation Sustainability for Homeowners

Dateline

The dateline includes the city and date of the release.

Example:

BOSTON, MA – Feb. 18, 2025

Lead Paragraph (5Ws)

The lead paragraph should answer the five Ws: Who, What, When, Where and Why, ensuring your announcement press release is clear from the first sentence.

Example:

Acme Corp today announced the launch of its EcoSmart Widget, a device designed to help homeowners reduce energy consumption, available nationwide starting March 1.

Body and Quotes

Expand on the details, features and benefits. Add quotes from executives, partners or subject-matter experts to provide credibility and context that resonates with journalists and your audience alike.

Boilerplate

Include a short paragraph about your company, including your mission and background. This “about us” section turns a one-off announcement into a lasting company asset.

Contact Info and Call to Action

Include a media contact, phone, email and a clear call to action for next steps. Doing so makes it effortless for reporters to follow up and for readers to engage, share or distribute press release news on their own channels.

Annotated Example:

Headline: Acme Corp Launches EcoSmart Widget: Next-Generation Sustainability for Homeowners

Dateline: BOSTON, MA – Feb. 18, 2025

Lead: Acme Corp today announced the launch of its EcoSmart Widget, a device designed to help homeowners reduce energy consumption, available nationwide starting March 1.

Body & Quotes: “The EcoSmart Widget is a game-changer for sustainable living,” said Jane Smith, CEO of Acme Corp. “We’re proud to support homeowners in their energy-saving journey.”

Boilerplate: About Acme Corp: Founded in 2000, Acme Corp is a leader in innovative home technology solutions.

Contact/CTA: Media Contact: John Doe, press@acmecorp.com, (555) 123-4567. Learn more on the Acme Corp website.

How Does a Product Launch Press Release Differ From Any Other Press Release Template?

A new product press release often has distinct hallmarks. For a product launch, it’s important to use positive, exciting and promotional language that positions your innovation as newsworthy and valuable.

Why Are New Product Press Releases Important?

When launching a new product, it’s valuable to get as much attention and media coverage as possible. A press release is a relatively inexpensive way to do this. It also adds an air of formality and auspiciousness to the product, demonstrating that you understand how to create buzz and leverage press release distribution channels for maximum impact.

5 Examples of New Product Press Releases

No matter what type of content marketing you’re doing, there are lots of examples to inspire you, and press releases for new product launches are no exception. Here are 5 effective press releases hyping up a product launch:

1. Porsche Announces the New Taycan

We often laud people, such as professional athletes or entertainers, for making their incredible performances look easy. There’s definitely a panache to pulling off something spectacular and saying, “Oh that? That was nothing.”

In 2018, Porsche … did the opposite. The brand wanted to make a big deal of entering the electric vehicle market with its Taycan model. It could have said, “Hey everyone, we made an electric car and it was easy because we’re Porsche.” Instead, it took the somewhat unusual route of pointing out just how much work — and money — went into developing the Taycan.

While shareholders’ eyebrows may have risen a collective mile upon reading about the “six billion euros in investments,” Porsche knew what it was doing by including this figure. The brand wanted consumers concerned about sustainability to know that Porsche isn’t going in with a half-hearted approach — it’s serious about the EV market. And for consumers who just want the best vehicle available, this press release conveys Porsche spared no expense in developing a top-of-the-line EV. 

2. The Wilson Airless Gen1

It’s an awful feeling when you show up to the court and discover your ball’s a little deflated and you forgot to bring your pump. Being tasked with supplying the ball, even for a quick game of 2-on-2, is a sacred responsibility. You don’t want to let your friends down — and suffer the commensurate relentless roasting.

Wilson Sporting Goods Co. has got your back. Using 3D-printed technology, the Wilson Airless Gen1 never needs to be inflated. This press release explains how this new basketball builds on Wilson’s much-hyped Airless Prototype and adds some sizzle by including 3D printing. After that, it’s just a matter of listing 4 updates to the new ball and some background information. 

By including images and a promotional video, Wilson made the press release more interactive and informative. Including supportive content not only gives readers more to engage with, but also provides you more opportunities to share your message on other platforms such as YouTube. 

To take your video press release further, tools like LiveReacting allow you to post a prerecorded video on Facebook Live, giving the appearance of a live broadcast while maintaining full control over your content. This approach can significantly boost engagement and reach, as live-style videos tend to attract more viewers and interaction from your customer base.

3. Apple TV+

There are so many streaming platforms available now that it’s difficult to remember what life was like before them. It’s hard to believe that Apple only announced the launch of its “original video subscription service” in March 2019, and its press release can teach us a lot.

What’s the first thing you notice about this press release? Unless you’re obsessed with typeface, the answer is probably the big rectangular video just underneath the sub-header. This demonstrates a very important facet of the press release: It doesn’t have to be just words.

Press releases are no longer something you have to print out and distribute to media groups and newsrooms. For something as intrinsically visual as a streaming service, it only makes sense to include a video.

Apart from that, the language is simple yet effective. Apple touches on its history of innovation. Listing all the Apple successes of the past makes readers trust that the company will get streaming right, too. And, just in case, it doesn’t hurt to mention all the A-listers Apple plans to work with — from Oprah to Spielberg to Jennifer Aniston, and also Aquaman. 

4. Sony Unveils INZONE Buds

Speaking of Apple, it holds a huge share of the earbud and headphone market. Competing with Apple is no easy task, especially in a field of products with which Apple has already become nearly synonymous. Given this tall order, Sony had its work cut out for it, but this press release was a good start.

This is a great exercise in the economy of language. There’s valuable additional information all throughout the press release, but if you only read the title, you already know everything you need to, namely:

1. Sony has new earbuds named “INZONE.”
2. They’re truly wireless and noise-cancelling.
3. They’re designed with gamers in mind.
4. They have the longest battery life of any gaming earbud.

All that in 19 words. Impressive.

Sony makes different earbuds, but with INZONE, it was smart to try to corner a specific part of the market. By marketing — and designing — its earbuds especially for gamers, Sony increased its chances of impressing its target audience. This also allowed Sony to sell their earbuds at a higher price point, as the press release explains how the product delivers a high-end gaming experience.

Now, if you’re not a gamer, the last 3 words of the title might seem like nonsense. For gamers, though, it’s important. Fnatic — as the press release goes on to explain — is a title-winning esports team. Knowing that a celebrated esports team worked with Sony to develop the INZONE Buds is yet another selling point.

5. CeraVe Expands Its Therapeutic Skincare Line

Why launch 1 product when you can launch 4? CeraVe — which, it’s quick to inform you, is “the #1 dermatologist-recommended skincare brand in the United States” — expanded its skincare line significantly. The press release lists and describes its new products and helpfully adds they’ll all be available for that upcoming summer. 

The press release describes the products and adds some relevant information from a dermatologist. Then it lists the prices of each product, invites us to engage with them on social media and finishes by telling us about the company.

Including images of the products adds visual interest to the release, plus helps instill brand recognition with consumers. Since skincare products are often items bought in-store, it’s smart to give shoppers a visual cue to look for. But what really stands out with CeraVe’s announcement is the inclusion of a quote from a board-certified dermatologist. Having a vote of approval from an expert goes a long way.

Together, these samples showcase a mix of standard press release structures and creative twists that attract journalists and press release editors and drive media coverage.

Press Release Examples by Type

Explore more press release examples tailored to different announcement needs. Each type follows the core release key elements but adapts tone and detail for its specific audience:

Event Announcement

Used to promote upcoming events such as conferences, webinars, product launches or grand openings.

Example:

Headline: “TechCon 2025: Registration Opens for Annual Innovation Summit”

Tip: Include event details, date, location and registration info to craft event press releases that fill seats fast.

Merger & Acquisition

Announces mergers, acquisitions or strategic business changes.

Example:

Headline: “Acme Corp Acquires GreenTech Solutions to Expand Renewable Portfolio”

Tip: State the strategic benefit, reference the acquisition terms and quote leadership from both organizations.

Personnel/Leadership Change

Introduces new hires, promotions or leadership transitions.

Example:

Headline: “Jane Smith Appointed Chief Operating Officer at Acme Corp”

Tip: Highlight experience, anticipated impact and how the move supports long-term strategy.

Partnership Announcement

Details new business partnerships, alliances or collaborations.

Example:

Headline: “Acme Corp and SolarNow Partner to Accelerate Clean Energy Adoption”

Tip: Explain the partnership’s purpose, expected outcomes and any joint event press release plans.

Funding/Financial Announcement

Communicates funding rounds, grants or financial milestones.

Example:

Headline: “Acme Corp Secures $10M Series B to Fuel Product Expansion”

Tip: Include investors’ names, intended use of funds and clear next steps to attract additional media attention.

Award or Milestone

Celebrates awards, certifications or significant company achievements.

Example:

Headline: “Acme Corp Named ‘Best Workplace’ for Third Consecutive Year”

Tip: Describe the award’s significance, criteria and how it validates your brand’s commitment to excellence.

Crisis Communication

Addresses urgent situations, recalls or reputational issues.

Example:

Headline: “Acme Corp Issues Voluntary Recall of Model X for Safety Check”

Tip: Be transparent, factual and outline next steps — critical practices for any crisis press.

CSR/ESG Announcement

Highlights corporate social responsibility or environmental, social and governance initiatives.

Example:

Headline: “Acme Corp Commits to Net-Zero Emissions by 2030”

Tip: Share goals, progress and community impact to show how your organisation’s values align with stakeholder expectations.

How to Write a Press Release: Step-by-Step Tips

Follow these steps to create an effective press release:

1. Lead With the News
   • Put the most important information at the top.
   • Answer the 5Ws (Who, What, When, Where, Why) in the first paragraph to ensure a strong press release start.
2. Keep It Concise (300-500 Words)
   • Stick to the essentials.
   • Limit your release to one page for quick media scanning and easier press release distribution.
3. Write a Clear, Jargon-Free Headline
   • Make your headline specific, informative and free of technical jargon.
   • Include your company name and the announcement to help journalists quickly grasp the story.
4. Add Credible Quotes
   • Use quotes from executives, partners or experts to add authority and demonstrate why your news matters.
   • Ensure quotes provide insight, not just praise.
5. Support With Data
   • Include statistics, metrics or supporting details to back up your claims.
   • Use numbers to give context and credibility, especially for funding rounds, awards or acquisition announcements.
6. Include Multimedia
   • Add images, charts or video to make your release more engaging and shareable across social media. Visuals help tell your story and boost brand awareness when readers distribute press release snippets online.
7. Close With a Boilerplate and CTA
   • End with a company boilerplate (about section) and clear contact details.
   • Add a call to action, such as “Learn more,” “Register” or “Contact us,” so readers know exactly how to engage further.
8. Plan Your Distribution
   • Decide whether you’ll use a wire service for broad press release distribution or send personalized pitches to targeted press contacts. A thoughtful plan to distribute press release materials can be the difference between silence and front-page coverage.
9. Optimize and Iterate
   • Review your draft against proven press release templates to confirm all key elements are present.
   • Continually refine your skills by analyzing performance and incorporating feedback from media contacts.

Master Press Releases for Any Purpose

From new product announcements to exciting partnerships and opportunities, press releases can help you spread the word about your company’s most important moments. You can improve brand awareness, create hype and more, all while providing concrete facts for press and customer audiences alike. Just choose your favorite template and customize the details to create a release that matches your needs.

Editor’s Note: Updated October 2026.