How should an embargo be handled?

State the embargo time explicitly in the release and in communication to reporters. Track who received the embargoed copy and ensure recipients understand the embargo terms to avoid premature publication.

Can I correct a published release?

If an error is discovered after distribution, issue a corrected release and notify previously contacted reporters and wire services. Maintain records of the correction and the reasons for transparency.

Who must sign the release before distribution?

Final signatures should come from the designated authorized company signatory and any required legal approver. Use documented approval trails to show consent prior to public disclosure.

Is an electronic signature acceptable?

Yes. Under ESIGN and state UETA laws, electronic signatures demonstrating intent, attribution, consent, and retrievability are legally valid for internal approvals and most distributions.

When is legal review required?

Obtain legal review for any claims about performance, pricing commitments, partnership relationships, or statements that could implicate securities, advertising, or privacy law.

How do I handle sensitive technical claims?

Substantiate technical claims with verifiable data and coordinate with engineering and product teams. Avoid definitive claims about performance without documented test results.

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Press Release for New Product

Press Release for New Product

This template is fully customizable. Edit the text, fill out the fields, and send it for signature. Give it a try!

What a Press Release for New Product Is

A Press Release for New Product is a written announcement designed to inform media, stakeholders, and the public about a company’s new offering. It typically includes a concise headline, an opening paragraph summarizing the news, supporting details such as features and availability, one or more quotes from company representatives, and contact information for follow-up. This document establishes the official public record of the launch and is formatted for distribution to reporters, newswire services, industry publications, and owned channels such as the company website and social media.

Why Prepare a Formal Press Release for a Product Launch

A formal press release centralizes accurate facts about the product, creates a consistent public message, and documents timing for disclosures. For public companies or regulated industries it also records the announcement date and content that may affect securities, advertising, or privacy compliance; ESIGN and UETA support electronic execution of distribution authorization where required.

Who Typically Prepares and Uses This Press Release

Teams and individuals across communications and product roles prepare press releases to ensure consistent public messaging and trackable distribution.

Corporate communications and PR teams responsible for media relations and message approval prior to distribution.
Product managers and marketing leads who provide technical details, launch timing, and customer-facing positioning.
External PR agencies or freelancers hired to draft, refine, and distribute to targeted media lists.

Final approvals usually come from legal, product leadership, and an authorized signatory before distribution to avoid regulatory or accuracy issues.

Core Components of a Professional Product Press Release

A professional press release follows a clear, concise structure that makes editorial use and audience comprehension straightforward. Each component should be purposeful, factual, and verifiable.

Headline

A short, factual line that summarizes the announcement. Aim for clarity and news value; avoid promotional superlatives and unverifiable claims.

Lead Paragraph

The opening paragraph should answer who, what, when, where, and why in a single concise statement so editors and readers immediately grasp the news.

Supporting Details

Key product features, availability, pricing, and differentiators described factually. Include factual specifications and avoid subjective adjectives without substantiation.

Quote(s)

One or two brief quotations from company leadership or product owners that provide context or strategic rationale without making legal or regulatory promises.

Boilerplate

A short company description that states core business facts, headquarters, and standard background information used across releases.

Media Contact

Name, role, telephone number, and email for press inquiries; include a secondary contact if available for rapid response.

Required Information and Fields at a Glance

Headline: Clear synopsis, 8–15 words.

Dateline: City and MM/DD/YYYY format.

Lead: One-sentence summary of the announcement.

Quotes: Attribution and role for each speaker.

Boilerplate: Standard company description text.

Contact Info: Name, phone, and email.

Step-by-Step: Preparing and Approving the Release

A clear sequence reduces errors and ensures legal and executive approvals occur before public distribution.

01

Draft: Create the release with factual product details and required fields completed.
02

Review: Legal and product teams verify claims, compliance, and pricing statements.
03

Authorize: Obtain signature from the designated authorized signatory or designee.
04

Distribute: Send to media lists, wire services, and corporate channels per planned timing.

Customizing and Completing the Press Release Online

Set up an online workflow to apply templates, assign reviewers, and capture approvals before distribution.

Field	Configuration
Template	Create a master template with locked boilerplate sections.
Placeholders	Use named placeholders for product names and dates to avoid manual errors.
Approval Routing	Route sequential approvals to legal, product, and communications.
Signer Authentication	Require authorized-signatory verification before distribution.

Where to Send the Press Release

Choose distribution channels according to audience, regulatory obligations, and embargo policy.

Media List: Direct email or pitch to targeted reporters and editors.
Newswire: Paid wire services distribute broadly to databases and outlets.
Company Channels: Publish on corporate website and social platforms simultaneously.
Regulatory Filings: For public companies, coordinate disclosures with investor relations and SEC timing.

Distribution Formats and Integration Considerations

Confirm the file formats and integrations your distribution process must support before exporting the release.

File Formats: PDF and DOCX are standard for media and archives.
Content Systems: Ensure compatibility with Google Workspace and Microsoft 365.
CRM/PR Tools: Export contact lists to Salesforce or PR platforms.

Verifying format and integration needs early reduces manual rework and ensures consistent messaging across media and owned channels.

Typical Timing and Deadlines for a Product Announcement

Plan timing carefully to coordinate internal approvals, embargoes, and media outreach; different channels may require lead time.

Draft Completion:

Complete draft at least 7–14 business days before public announcement.

Legal Review:

Allow 2–5 business days for legal and compliance review.

Embargo Window:

Set clear embargo start and end times when applicable.

Wire Submission:

Submit to wire services per their specific cutoffs and formatting rules.

Post-Release Follow-up:

Schedule reporter outreach and executive availability within 24–48 hours after release.

Common Mistakes to Avoid When Preparing a Product Release

Using promotional superlatives or unverifiable claims that create legal exposure or invite corrections.
Publishing inconsistent details across channels, such as mismatched pricing or availability dates.
Neglecting to obtain final sign-off from legal and the authorized company representative before distribution.
Failing to respect embargoes or improperly managing exclusive media agreements, which can damage relationships.

Potential Risks and Consequences of Incorrect or Misleading Releases

Securities Risk: Regulatory enforcement for untimely material disclosures.

False Advertising: FTC action for deceptive or unsubstantiated claims.

Trademark Exposure: Infringement claims from improper brand use.

Privacy Breach: Unauthorized personal data disclosure risks.

Embargo Violation: Loss of media exclusives and damaged trust.

Contract Breach: Violation of partner or reseller disclosure terms.

How a Press Release Compares with Similar Communications

Different formats serve distinct editorial and timing needs; choose the format that matches your intent and audience.

Criteria	Press Release	Media Advisory	Product Brief
Purpose	announce news	invite attendance	technical detail
Length	short–medium	very short	medium–long
Timing	publication-ready	pre-event notice	reference use
Primary Audience	media & public	media only	partners/customers

How to Export and Save the Press Release

Choose file formats that preserve formatting and are broadly accepted by media and archives.

PDF Export

Export a flattened, print-ready PDF for wire services and archival purposes; includes embedded fonts, metadata, and dated header for recordkeeping.

DOCX Format

Save as a DOCX when providing editable copies to journalists or partners who request changes or localized edits.

Plain Text

Provide a plain-text version for email pitches and systems that strip formatting, ensuring line breaks and dateline are preserved.

Web Post

Publish an HTML-ready version for the company newsroom; include metadata, social snippets, and canonical URL for SEO.

eSignature Provider Comparison for Authorizing and Signing Press Releases

When collecting approvals and signatures for press releases, compare costs, bulk-send capability, and compliance features across eSignature providers.

	signNow	DocuSign	Adobe Sign	PandaDoc	HelloSign
Starting Price	$8/user/mo	$15/user/mo	$14/user/mo	$19/user/mo	$15/user/mo
Free Trial	7-day free trial	Varies by plan	Varies by plan	Varies by plan	Varies by plan
Bulk Send	Yes (Premium)	Yes	Yes	Yes	No
Audit Trail	Yes	Yes	Yes	Yes	Yes
HIPAA Compliant	Yes (BAA)	Yes	Yes	No	No
Envelope Cap	No cap	100 envelopes/user/year	Varies by plan	Varies by plan	Varies by plan

Typical Authorized Signers for a Product Press Release

PR Lead

Communications director or PR manager who coordinates draft approval, ensures accuracy, and typically initiates the approval workflow; they serve as the primary media contact and document owner.

Executive Signatory

An authorized executive (CEO, CMO, or General Counsel) who provides final sign-off on release content and legal exposure, particularly for material or regulated announcements.

Frequently Asked Questions About Press Releases for New Products

Answers to common questions about drafting, approving, timing, and correcting press releases after distribution.

Need help? Contact support

How should an embargo be handled?
State the embargo time explicitly in the release and in communication to reporters. Track who received the embargoed copy and ensure recipients understand the embargo terms to avoid premature publication.
Can I correct a published release?
If an error is discovered after distribution, issue a corrected release and notify previously contacted reporters and wire services. Maintain records of the correction and the reasons for transparency.
Who must sign the release before distribution?
Final signatures should come from the designated authorized company signatory and any required legal approver. Use documented approval trails to show consent prior to public disclosure.
Is an electronic signature acceptable?
Yes. Under ESIGN and state UETA laws, electronic signatures demonstrating intent, attribution, consent, and retrievability are legally valid for internal approvals and most distributions.
When is legal review required?
Obtain legal review for any claims about performance, pricing commitments, partnership relationships, or statements that could implicate securities, advertising, or privacy law.
How do I handle sensitive technical claims?
Substantiate technical claims with verifiable data and coordinate with engineering and product teams. Avoid definitive claims about performance without documented test results.

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