How to Write a Press Release for a Product Launch

Are you launching a new product? To maximize media visibility, a clear, well-structured, and compelling press release is essential.

This final part of our series “How to Communicate for a Product Launch” breaks down the key steps to write a press release that grabs attention and encourages media coverage.

When should you send it?

A press release should be distributed on the day of the event (right after the presentation) or at the latest the following day.

It allows:

• Journalists who attended to complete their articles.

• Those who missed the event to cover the news with a structured summary.

No official event? Choose a date relevant to your industry or aligned with favorable news.

Structure of a “Product Launch” Press Release

1. Headline
Keep it short, clear, and precise. Include:

• Product or service name

• Company launching it

• Main objective

Example:
Namibia Chamber of Commerce launches Namibia Makers, an information platform for entrepreneurs.

2. Lead paragraph (Introduction)
Summarize in one or two sentences the added value of the product.

Example:
Namibia Makers is an online media platform supporting Namibian entrepreneurs with practical advice, inspiring stories, and resources to grow locally and internationally.

3. Body of the press release

• First paragraph – Company introduction
  Explain your legitimacy and positioning.
  Example:
  The Namibia Chamber of Commerce and Industry (NCCI) is a key driver of national economic growth, actively supporting entrepreneurs through initiatives, training, and strategic partnerships.

• Second paragraph – Product description and benefits
  Answer: Why this launch? What makes it innovative? What benefits does it bring to users?
  Example:
  With Namibia Makers, the NCCI provides entrepreneurs with a platform to showcase their initiatives, access useful resources, and build economic synergies. Free and accessible, the platform features articles, videos, interviews, and events to strengthen the local entrepreneurial ecosystem.

• Third paragraph – Outlook and vision
  Show your medium- and long-term vision.
  Example:
  Namibia Makers aims to become a leading information hub in Southern Africa, building bridges with international markets.

Additional Information

• Media link: HD photos, videos, and visuals (Drive, Dropbox, etc.)

• Press kit: product sheets, technical specifications, FAQs, market data

• Press contact: Name, phone, email of the PR officer