Product announcements that land

What is a product announcement?

A product announcement is a public statement that a new product, feature, or version is available. Done well, it creates a moment of discovery for journalists, analysts, and buyers who cover your space. Done poorly, it is a blog post no one reads.

Timing and sequencing matter more for product announcements than for most PR moments. Journalists prefer to break news, which means your embargo timing, your list of journalists, and your pitch precision all affect whether the story lands on launch day or gets ignored. A well-structured announcement gives you control over that sequence.

The 24HRPR product announcement workflow

Draft

Choose the product announcement type and answer structured prompts about what you are launching, who it is for, what problem it solves, and what is new or different. Get a structured, media-ready release with a clear headline, supporting data, a customer or executive quote, and a clean boilerplate. No blank page.

Publish

Publish your release to a hosted page with structured formatting built to be found by journalists and AI search engines like ChatGPT, Perplexity, and Claude. The page is shareable before launch for embargo embeds and stays live as a permanent reference after launch.

Pitch

Browse and validate the journalists who cover your product category. Generate a personalized pitch for each based on your release, then send from your own Gmail or Outlook so replies land in your inbox. You stay in control of the conversation from first outreach through follow-up.

For a detailed timeline of what to do before and after launch day, see How to plan a product launch PR timeline.

Pricing

Drafting and publishing are free. You only pay when you email a journalist. Starter is $99 one-time for 50 sends, valid for 12 months.

Frequently Asked Questions

How do I announce a product launch?

Write a press release that explains what the product is, who it is for, what problem it solves, and what makes it different. Identify the journalists who cover your product category and have recently written about similar launches. Send a personalized pitch to each one that connects your news to their beat. Publish your release to a hosted page so journalists have a permanent reference to link to.

What goes in a product announcement?

A product announcement press release should include: a headline that names the product and its primary benefit, a lede that states the launch and the target audience, two to three paragraphs covering the problem, the solution, and early validation (customers, data, or use cases), one quote from the CEO or a product leader, a boilerplate about the company, and media contact information. Optional: a quote from a customer or partner if available at launch.

When should I send a product announcement?

Pitch journalists two to four days before launch day under embargo so they have time to write before the news is public. For smaller launches where embargo management is not practical, send on launch day itself with a same-day publish of the release. Avoid Fridays and the days around major industry events when journalist inboxes are overloaded.

How do I get press for a product launch?

The single biggest factor is journalist relevance. A product launch that goes to reporters who cover your exact product category and have recently covered similar launches will outperform a blast to a broad media list. Validate each journalist before you send, personalize the pitch to their recent coverage, and make it easy for them to act by linking to a live release page with full detail. There is no formula that produces coverage, but relevance consistently improves the odds.