Product launches are the most common reason companies write press releases, and the format is well-established. A good product launch release covers the what, who, why, and when in a structure reporters can scan in 30 seconds. This post gives you the template section by section, with guidance on what to include and what to cut.
The template
Headline
Format: [Company Name] Launches [Product Name], [One-Line Value Proposition]
Example:
Acme Corp Launches ComplianceAI, Automating Permit Tracking for Commercial Builders
Rules:
- Company name first
- Product name included
- What the product does in plain language
- Under 80 characters if possible
- No superlatives (“revolutionary,” “groundbreaking”)
Sub-headline (optional)
A second line expanding on the headline with a key differentiator or metric.
New platform reduces project close-out time by 35% and integrates with 40+ construction management tools
Dateline and lead paragraph
Format: CITY, STATE, Date — [Company] today announced the launch of [Product], a [one-sentence description including who it’s for and what it does].
Example:
SAN FRANCISCO, May 6, 2026 — Acme Corp today announced the launch of ComplianceAI, an AI-powered compliance automation platform built for mid-market commercial construction companies. The platform automates permit tracking, safety compliance documentation, and project close-out workflows that currently cost builders an average of 40 hours per project.
What to include:
- Company name and location
- Product name
- What it does (specific)
- Who it’s for (specific)
- One key metric or differentiator
The problem paragraph
Explain the problem the product solves. Use industry data if available.
Commercial builders in the US manage an average of 47 permits per project across multiple jurisdictions, according to the NAHB. Tracking compliance manually requires dedicated staff and creates bottlenecks that delay close-out by weeks. Errors in compliance documentation are the leading cause of project fines, costing the industry an estimated $2.3 billion annually.
What to include:
- The specific problem
- Who experiences it
- How big the problem is (quantified)
- Industry data or third-party validation
The product details section
Describe the product’s key capabilities. Use 3-5 bullet points for the main features.
ComplianceAI addresses these challenges with three core capabilities:
- Automated permit tracking across all 50 states and 3,000+ local jurisdictions, updated in real time as requirements change
- AI-powered document review that scans compliance submissions for errors before filing, reducing rejection rates by 60%
- Integration with 40+ construction management platforms including Procore, PlanGrid, and Autodesk Build, eliminating manual data entry
Rules:
- Three to five features maximum
- Each feature described in one sentence
- Include specific numbers where possible
- Focus on outcomes, not technical architecture
The pricing and availability section
State when the product is available and what it costs.
ComplianceAI is available today starting at $499 per month for teams of up to 25 users. Enterprise pricing is available for larger organizations. A 30-day free trial is available at acmecorp.com/trial.
Rules:
- Include real pricing (not “contact us for pricing”)
- State availability clearly (available now, launching on [date], beta access)
- Include the URL where people can sign up or learn more
The CEO/founder quote
A quote from the CEO that adds perspective beyond the factual sections.
“Builders shouldn’t need a dedicated compliance team just to keep up with permit changes,” said Jane Chen, CEO of Acme Corp. “We built ComplianceAI because the 40 hours per project our customers were spending on compliance is 40 hours they could spend building.”
Rules:
- The quote should add something the factual sections don’t cover
- Use the founder’s voice and perspective
- Reference a specific pain point or customer insight
- Avoid “thrilled,” “excited,” “humbled,” “game-changing”
The customer or partner quote (optional but recommended)
A quote from a customer or launch partner validates the product.
“We tested ComplianceAI on three active projects and saved our project managers 15 hours per week,” said Tom Rivera, VP of Operations at Rivera Construction. “The permit tracking alone paid for the subscription in the first month.”
Rules:
- Named person with title and company
- Specific outcome or metric
- Permission obtained before publishing
The company boilerplate
Standard description. Three sentences. Same across all releases.
About Acme Corp Acme Corp builds compliance automation tools for mid-sized commercial builders. Founded in 2022 and based in San Francisco, the company serves over 2,000 contractors across 32 states and has raised $62 million from Sequoia Capital, Andreessen Horowitz, and Index Ventures. Learn more at acmecorp.com.
Media contact
Media Contact: Sarah Park Director of Communications, Acme Corp sarah@acmecorp.com (415) 555-0101
End marker
What to cut
A few things that commonly appear in product launch releases and shouldn’t:
Long product history
“After two years of development and hundreds of customer conversations…” Nobody cares about the development timeline. State what the product does, not how long it took.
Technical architecture details
“Built on a microservices architecture using…” Save this for the developer blog. The press release is for the news, not the tech stack.
Competitor comparisons
Don’t name competitors in a press release. It creates a story about the competition, not about your launch.
Multiple executive quotes
One CEO quote. One customer quote. Two is enough. Three or more is padding.
Buzzword soup
“Leveraging cutting-edge AI to deliver next-generation solutions…” Replace every buzzword with what the product actually does.
Distribution checklist
Before sending:
- Proofread for accuracy (names, titles, numbers, URLs)
- Verify customer quote has written approval
- Confirm pricing and availability details with the team
- Prepare media assets (product screenshots, logos, headshots)
- Set up a press page or media kit link
- Coordinate timing with product team (release goes out when product is live)
- Queue direct reporter pitches alongside distribution
- Schedule social media posts for the same hour
The bottom line
A product launch press release has a fixed structure: headline with the product and its purpose, lead paragraph with all key facts, problem context with data, product details with specific capabilities, pricing and availability, CEO quote with perspective, customer validation, and boilerplate. Follow the template, cut the buzzwords, include real numbers, and distribute on the same day the product goes live. The release documents the launch for reporters, AI products, and the permanent public record.