However, one of our clients was having some trouble with crafting the official release for their next launch.
Old Practices
In their previous release, we had picked up some examples of bad writing practices when crafting products launch press releases. They are,
- Writing lengthy, advertorial pieces with no key takeaways
- Providing no relatable insights for the audience
- Not making the next step clear to the reader
Resources and New Practices
Cision’s 2024 State of the Media Report, reveals that journalists deems a release, a ‘perfect release’ when it is “Actually newsworthy, not just a brand trying to get eyeballs,” which was quite the opposite of what the client had previously tried.
How can our client do better for their next product launch release? If their release is able to address these three key questions, their product launch release would be good to go!
#1: Does the Release Get Straight to the Point?
Previously, the client had shared a lengthy three-thousand-word press release that struggled to hold readers’ attention. According to journalists, they should have kept the release “concise and to the point”.
This release from Cat Footwear shares key information by segmenting it into well-organized paragraphs, along with snappy bullet points for ease of reading.
By introducing the “Most Capable” Work Boot description from the headline and keeping the length under 400 words total, this succinct release is doing an amazing job of telling journalists what they need to know about the Invader Max product launch without dragging on.
There is a fine line of promotion that you should not cross or risk sounding too pushy or promotional. Cat Footwear accomplishes this by making a direct and factual statement regarding the product’s price and points of sale at the end of the release. Capping off a release in this manner allows readers to be aware of necessary information should they want to go ahead and make the purchase.
#2: Is the Content Relevant to its Readers?
In their past releases, our client was too enthusiastic in listing the benefits of their latest innovations. However, their content lacked real-world feedback from consumers who had already tested and/or owned the products. Several of the features named by journalists for a ‘Perfect PR Pitch’ highlight the importance of content that is “relevant to the audience” and, therefore, focusing on the needs of the reader.
A good example of how to make sure of content relevance is by incorporating feedback from users who have already managed to get their hands on the product and highlighting specific benefits that the new product will bring its users. We found that this release from IQUNIX did just that by highlighting their new keyboard’s most exciting features and sharing feedback from visitors to their booth at Computex 2024.
#3: Will the Audience Know What to Do Next?
Another point of weakness with our client’s past releases was in the call to action. Whilst press releases are a great way to briefly relay a lot of useful information, their true purpose is to engage readers with the brand and product it showcases.
This is why a good release should include an actionable link like this excellent piece from Four Seasons Resort Oahu at Ko Olina which we highlighted as an excellent example of encouraging readers to explore and learn more about their bespoke tennis retreat program.
By providing a link to follow immediately right after the first word, the likelihood of getting readers to the company’s homepage to book a trip would be much higher than if it was hidden right at the end of the article. In fact, some of the client’s draft releases didn’t include any hyperlinks at all!
Have you ever found yourself in the same position as our client? If you’re looking to craft a captivating release about your upcoming product launch before the sales season kicks into gear, we recommend asking yourself these questions:
Does the release get straight to the point?
Is the content relevant to its readers?
Will the audience know what to do next?
If you can answer all of those questions with a resounding ‘yes’, you should be all set! For more advice on perfecting your product launch press releases, speak to us now.
About Stephen Erhorn
Stephen Erhorn is an editor at Cision, based in Beijing. He uses his communications and PR expertise to support clients in refining and distributing their press releases.