Even if they don’t try the new product themselves, media coverage turns a product launch into a newsworthy event, while allowing your company to control some of the narrative.

A press release announcing a new product or feature should be sure to highlight the exciting aspects that makes this newsworthy. It’s not enough to just focus on the new functionalities or attributes of the new product or feature. The release has to focus on the benefits behind it and explain how this continues to set your brand apart from competitors.

Because the hype around your new feature or product won’t last forever, the timing of your release is critical. If you don’t plan on giving any outlets an exclusive, then we recommend distributing your press release a few days before the launch date. This will give journalists enough time to put together a story and, hopefully, contribute to a flurry of media coverage once the launch takes place.

Here’s the press release^[11] from Thorlo announcing the lightest running sock it had ever launched.

Not only does this release comprehensively explain the new product, but it emphasizes the concept that this sock should help runners achieve a new “personal best.” Highlighting that benefit for its customers helps to set Thorlo apart from competitors, and improves brand reputation by showing that its customers are its main focus.

Finally, Thorlo used the release to announce a temporary discount on the price of the socks. While this is by no means necessary, it is certainly a “nice-to-have” and will likely delight your readers.

Rebranding Press Release

Rebranding is often an exciting initiative for a company. Whatever may prompt a rebrand^[12] – a merger, acquisition, change in product direction – it’s vital that you comprehensively communicate the message to your customers and stakeholders.

A rebranding press release is often used by companies in this situation because it allows them to compile all of the details into one document and distribute it widely. In a rebranding press release, you’ll need to specify what your customers and investors can expect from the change. This means you’ll want to include details like any new pricing models, audiences served, products or features offered, and, if applicable, an updated logo.