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A guide to writing compelling app launch press releases

TL;DR: Launching an app successfully can sometimes rely on a well-crafted press release that garners media attention and user engagement. This guide outlines key steps, from creating a compelling narrative to strategic distribution and measuring impact, to ensure your app stands out in the digital marketplace.

Launching an app is important for your business to succeed in today's digital world, and a professionally crafted press release is key in setting the stage for your app's market entry.

This guide provides a clear pathway to crafting an effective announcement that gains media attention and stimulates user engagement, with a focus on essential steps without unnecessary complexity.

Key takeaways

  • App launch press releases are crucial for drawing attention to new mobile apps, boosting search engine optimization(SEO), and attracting media and investor interest through well-crafted, engaging content and strategic distribution.
  • Crafting an effective app launch press release involves creating an attention-grabbing headline, a compelling narrative, and a clear, concise app description with a strong call-to-action, all within a well-structured and formatted document.
  • Successful press release distribution requires a balance between using newswire services and targeted media outreach, and the impact of the release should be measured using KPIs and tracking tools to assess media engagement, social mentions, and market impact.
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Why app launch press releases matter

Mobile app launch press release distribution

A carefully developed mobile app launch press release stands out in the crowded market of mobile apps, drawing your target audience’s attention towards your app.

Press releases are versatile, capable of generating awareness and sparking interest around your new app. In addition to sparking interest, press releases significantly drive user engagement, making your new mobile app a magnet for downloads and usage.

Press releases facilitate media coverage across various social media channels, and they help to promote the app and attract the interest of busy journalists.

A well-structured press release can boost your app’s SEO through relevant keywords, increasing its visibility in the expansive digital landscape.

They can also pique the interest of potential investors, serving as a valuable tool for attracting investment and fostering growth.

Benefits of press releases

Press releases are more than just simple announcements. When done right, they can greatly boost your brand's visibility and establish you as a credible authority in your industry.

With a well-crafted press release, your app can gain significant visibility.To get there, it’s crucial to study successful press release samples and understand their structure and content.

By including relevant keywords, headings, and tags, you can improve your SEO, making your press release more visible — attracting more journalists, influencers, and potential app users. Additionally, highlighting your company's expertise and achievements can attract investors and lead to sponsorships or partnerships.

In short, a well-prepared press release for your new app can be a major factor in your app's success. Looking at creative press release examples can guide you in creating your own effective announcement.

Tip: Remember to craft your press release with a newsworthy angle and a compelling headline to ensure it captures the attention of both media outlets and your target audience.

Mobile app press releases vs. traditional press releases

Press releases are a fundamental tool in public relations, essential for making impactful announcements.

App press releases, in particular, have modernized the traditional form by focusing on the unique aspects of mobile applications such as functionality, features, and user benefits.

These releases are carefully designed not just to announce but to captivate potential users and app review platforms during a mobile app launch.

  • Traditional press releases primarily target journalists across print media outlets, television, and radio, offering information for coverage purposes.
  • Digital migration expands audience reach to include online publications, bloggers, and social media influencers.
  • Social Media Press Releases (SMPR) cater to both legacy journalism sources and digital reporters, ensuring broad and effective promotion.
  • The modern press release format is specifically tailored for the fast-paced technological landscape, promoting mobile apps effectively.

The evolution from traditional press releases to the current app-focused format represents a shift towards more engaging and targeted content delivery.

With the advent of Social Media Press Releases, the format has been adapted to meet the demands of an ever-changing media landscape, providing an ideal platform for mobile app promotion.

This fusion of the old and the new ensures that app press releases remain an essential part of public relations strategies in the digital age.

Crafting the perfect app launch press release

Crafting the perfect app launch press release

A well-crafted press release is a pivotal component of an app go to market strategy, serving as a direct channel to media coverage, user engagement, and investor interest.

To craft this key element successfully, begin by identifying the unique selling points of your app and compiling relevant background information. Include quotes from key personnel to establish credibility and reinforce your app launch strategy.

Develop the press release with a headline that captures immediate attention, ensure conciseness with a word count target of 400 words, and include a clear call-to-action.

Adopt a journalistic writing style that adheres to industry standards, such as AP style, to facilitate use by journalists and minimize the need for edits.

Conclude with thorough proofreading to eliminate errors and inaccuracies, preserving the credibility of your organization and enhancing the professionalism of your announcement.

Tip: To ensure your app launch press release stands out, focus on the unique value it brings to users. Highlight the problem it solves or the unique experience it offers, and back it up with compelling data or user testimonials.

Attention-grabbing headline

The headline of your press release is the first opportunity to engage your audience. It must clearly communicate the unique aspects and benefits of your app. A headline should be straightforward, using direct language to highlight what's new, improved, or different.

Beyond simply stating facts, the headline should also invoke curiosity and interest. Use direct language such as ‘You’ and ‘Your’ to speak directly to the reader, and include powerful adjectives such as ‘revolutionary,’ ‘incredible,’ or ‘amazing’ to convey the excitement of your app’s launch.

Words like ‘Announcing,’ ‘Introducing,’‘Warning,’ or ‘Alert’ suggests something urgent, new, or exclusive, adding to the headline’s impact.

Some tips for creating impactful headlines include:

  • Use direct language like ‘You’ and ‘Your’
  • Include emotionally stirring words like ‘revolutionary,’ ‘incredible,’ or ‘amazing’
  • Incorporate terms like ‘Announcing,’ ‘Introducing,’ ‘Warning,’ or ‘Alert’

By following these tips, you can create headlines that grab attention and make a lasting impact.

The headline must be concise, use action verbs, and specifically communicate the app’s unique value proposition to stand out among competitors, especially in the competitive world of apple search ads.

Tip: Craft a headline that's not only informative but also intriguing. It should act as a hook that piques interest while summarizing the key point of your app launch. Think of it as the first impression — make it count!

Compelling story

Past the headline, an engaging narrative forms the core of your new app press release. One way to enhance the announcement’s value and newsworthiness is through news-jacking – connecting the app’s launch to a current event or industry trend. This not only grabs attention, but also positions your app as relevant and timely.

Creating a narrative that fits within a larger industry trend or addresses common pain points can make the app’s introduction more compelling and resonate with the target audience.

For example, when the popular language learning app Duolingo released a feature update, they cleverly tied it to the increased interest in language learning during the pandemic.

Their press release highlighted the app’s role in helping people make productive use of their time while stuck at home. This narrative was picked up by several tech blogs and even mainstream media outlets, as reported by TechCrunch.

A well-crafted story makes your press release shareable, capturing the interest of journalists and encouraging coverage.

Tip: To craft a compelling story within your app launch press release, use the art of storytelling by weaving in a narrative that connects with your audience emotionally. Share the inspiration behind the app, challenges overcome during development, or how the app will impact users’ lives. Personal stories or testimonials can add a human touch that resonates with readers and journalists alike.

Describing your app

When describing your app in the press release, use straightforward language to detail its features and benefits. The description should clearly articulate what the app does, focusing on its functionality and advantages for the user.

To resonate with your target audience, the description should:

  • Emphasize how the app will improve users’ lives and solve specific problems
  • Align with their core interests and needs
  • Keep the description concise and neutral
  • Avoid technical jargon, biases, and redundant language
  • Maintain professionalism and enhance readability.

Lastly, include a compelling call to action, such as downloading the app or visiting the website, backed by compelling statistics that validate the app’s merits.

Press release format and structure

iphone, house of cards, mobile

The press release’s format and structure are crucial for presenting the content in an organized and accessible manner.

A well-structured press release starts with:

  • A headline
  • A dateline
  • An introduction section
  • The main body with app details
  • At least one quote for credibility
  • Company information
  • Contact details

The main body should answer the 5 Ws:

  • Who is making the announcement
  • What the app is about
  • When it will be available
  • Where it can be accessed
  • Why it is newsworthy

Information should be presented in the reverse pyramid formula, beginning with the most critical details and following with supporting information.

Adding quotes from authoritative sources within the organization enhances credibility and provides insight into the app’s importance.

Tip: For clear press release formatting, use the inverted pyramid structure: lead with essential information, follow with supporting details, and conclude with company background. This helps journalists swiftly understand and assess the news value.

Formatting tips

Formatting your press release is a crucial step that requires precision and clarity. A consistent, professional font and adequate white space should be used to ensure the document is easily readable.

Align text to the left to maintain uniform spacing. For immediate release, adherence to these formatting standards is critical to communicate your message effectively.

A press release template can be beneficial in achieving this professional layout.

Begin the press release with a headline and include the company location in the first sentence. Organize the content into two to three paragraphs that provide context, followed by an 'About Us' section at the end.

Limit press releases to one page, ideally between 400-600 words, to maintain conciseness and prevent information overload. Use bullet points and bold or italic text wisely to highlight key points without cluttering the document.

Conclude with a company boilerplate and incorporate your company logo. Ensure thorough proofreading to remove any grammatical errors or typos, thereby maintaining the professionalism of your app copywriting.

Visual elements

Incorporating visual elements in press releases

Incorporating visual elements into a press release can significantly enhance its appeal. Professionally designed images that are consistent with the app’s branding can improve the overall presentation of your press release.

Including relevant visuals such as screenshots of the app can effectively showcase its unique features and support the written content of the press release.

These images should be optimized for media use in terms of size and format. Additionally, incorporating the company logo and including links to video content can increase brand recognition and provide a more detailed representation of the app.

Distribution strategies for app launch press releases

App launch press release distribution strategies

Once your press release is developed and refined, it’s time to release it into the world. But how do you ensure it reaches the right eyes?

This involves a strategic combination of press release distribution services, also known as newswires, and targeted media outlets.

Newswire services share news with targeted reporters and newsrooms for a fee, ensuring your press release reaches relevant journalists.

Additionally, app developers can target media outlets in specific sectors such as‘mobile and smartphone’ to ensure the press release reaches journalists who are most likely to be interested in your app.

Personalized outreach involves direct communication with media outlets, which can sometimes be more effective than using distribution services.

By integrating both offline and online marketing strategies, including app store optimization, you can maximize the reach and impact of your app promotion efforts in various app stores.

Tip: For effective press release distribution, target industry-specific newswires, key media contacts, and social platforms frequented by your audience. Align the release timing with relevant events or news cycles to boost visibility and impact.

Self-submission vs. PR agencies

Choosing between self-submission to press release distribution services and employing a PR agency is similar to deciding between a DIY approach or engaging a professional service – each comes with its pros and cons.

Self-submission is cost-effective and gives you direct control over the distribution process.

On the other hand, PR agencies have the expertise and established media relationships that can lead to higher quality media coverage and more impactful press release campaigns.

They can significantly help with the success of a press release campaign through their established relationships with media and expert strategies.

The key is to choose the approach that best aligns with your available resources and objectives.

Which media outlets cover app news?

When looking for media outlets that specialize in covering app news, updates, and reviews, consider the following influential platforms that are known for their comprehensive coverage of the tech and app industry:

  1. TechCrunch - A leading technology media property, dedicated to obsessively profiling startups, reviewing new Internet products, and breaking tech news.
  2. The Verge - Covers the intersection of technology, science, art, and culture with in-depth reporting and long-form feature stories.
  3. Business of Apps - Provides news, analysis, and insights into the app industry, with a focus on app marketing and data.
  4. Mashable - A global, multi-platform media and entertainment company with a focus on technology, digital culture, and entertainment content.
  5. AppAdvice - Offers app news and reviews for both iOS and Android users, with a focus on helping consumers find the best apps.

These outlets are known for their timely and authoritative reporting on the latest developments in the app world and can be a valuable resource for staying informed on industry trends and announcements.

Top app press release distribution services

Choosing the right press release distribution service is crucial because it determines the reach and effectiveness of your message.

Both categories of services — free and paid — are effective channels for connecting with your target audience and enhancing visibility.

Paid aid platforms include:

  1. PR Newswire: Positioned at the forefront, PR Newswire offers a comprehensive suite of services that enables the distribution of press releases to a global network of media outlets, journalists, and stakeholders. It is renowned for its wide reach and ability to provide detailed analytics, including media tracking and engagement metrics.
  2. Accesswire: Accesswire is known for its cost-effective distribution solutions that cater to businesses of all sizes. With a focus on delivering measurable results, Accesswire provides tools for monitoring press release performance across various media channels.
  3. Business Wire: A global leader in press release distribution, Business Wire excels in targeting specific industries and regions. It offers multimedia distribution capabilities and real-time analytics to track the impact of press releases.
  4. Newswire: Newswire provides press release distribution and media outreach services. With features like media database access and campaign management, it helps businesses to effectively communicate their news to targeted audiences and track subsequent media coverage.

These deliver extensive media tracking capabilities that include monitoring of press releases, broadcast coverage evaluations, social media mentions analysis, and competitive intelligence gathering.

Free platforms including PRLog, PRFree, and OpenPR, provide fundamental options for disseminating press releases. These can often be supplemented with additional payment to broaden dissemination scope or access enhanced features.

Ultimately, the selection depends on fiscal constraints and specific requirements.

Tip: For effective distribution of your app launch press release, combine newswire reach with targeted outreach to key journalists and influencers. Evaluate distribution services for reach, support features, and cost to maximize your press release's impact within your budget.

Measuring the success of your app launch press release

Releasing your press release is the initial step – its effectiveness is measured through its performance metrics. There is no guarantee of journalist interaction with your release.

Key performance indicators (KPIs) and analytics tools are essential to evaluate the impact of your press release. Success metrics include the amount of media attention received, the quality of news outlets that have reported on your announcement, and the reach of the press release in terms of audience demographics.

These methods allow for a continuous evaluation of the press release’s impact by monitoring direct results such as increases in website traffic, app downloads, and the frequency of mentions on social media platforms.

Key performance indicators of press releases

Vital metrics, or key performance indicators (KPIs), are the lifeblood of your press release – they reflect its effectiveness and health.

To thoroughly assess the performance of your press release, consider the following KPIs:

  • Media pickups: Frequency and reach of media outlets that have picked up the press release.
  • News coverage quality: Volume and caliber of coverage received, including follow-up stories.
  • Social engagement: Social mentions sentiment analysis, clicks on press release links, and growth in social media followers post-release.
  • User acquisition: New trials initiated, customer retention rates, and lead generation metrics post-release.
  • Market impact: Revenue increases attributable to the app’s exposure and changes in market share presence, providing insight into strategic positioning within the competitive landscape.

Evaluating these KPIs offers a comprehensive understanding of how well your press release resonates with the media, influences social users, and impacts consumer behavior and market dynamics.

This data is crucial for refining future communications and strategies to ensure ongoing success in a competitive market.

Tip: When measuring the success of your app launch press release, it’s essential to track the right KPIs. Focus on media pickups, social engagement, website traffic, app downloads, and market impact. Use specialized tools to gather data and analyze the effectiveness of your press release, enabling you to make data-driven decisions for future communications and marketing strategies.

Tracking tools

In today's digital landscape, it is essential to use tracking tools to monitor the performance and reach of your press release.

Popular tracking tools include:

  • Critical Mention
  • Onclusive
  • Business Wire
  • SentiOne
  • Brand24
  • Meltwater

These tools offer comprehensive media monitoring, providing a full spectrum of analytics that cover media coverage, sentiment analysis, influencer engagement, and the overall reach of your press release.

They are essential for tracking how your press release is being received and engaged with by the audience, allowing for deep insights into the effectiveness of your communication strategy.

Using social media analytics tools alongside website analytics platforms allows for tracking:

  • Mentions: Tracking the number of times your press release or brand is cited across media outlets.
  • Sentiment: Analyzing the emotional tone behind the mentions to gauge public perception.
  • Follower count: Measuring the change in social media followers as an indirect impact of the press release.
  • Link clicks from press releases: Counting how many times people click on links within your press release, indicating interest.
  • Referral traffic: Monitoring the amount of visitors to your website coming directly from the press release.

Tracking tools are essential for assessing the effectiveness of press releases by monitoring social channel impact and website traffic.

CoverageBook and PRWeb offer reporting tools that necessitate manual data entry but provide detailed analytics for evaluating media pickups and online presence.

These tools play a crucial role in enabling data-driven decisions for enhancing future press release outcomes.

Common mistakes to avoid in app launch press releases

When preparing press releases, it's important to maintain a professional tone and avoid framing the content as an advertisement.

Journalists seek newsworthy material, not promotional copy. It's also essential to write concisely, steering clear of redundancies and clichés to ensure the press release remains neutral and objective.

Visuals should enhance the clarity and appeal of the press release without overshadowing the message.

Additionally, personalized outreach to media outlets often leads to more effective coverage than generic submissions through automated PR platforms.

By recognizing and steering clear of these common errors, your app launch press release is more likely to achieve favorable reception and extensive media coverage.

Tip: To elevate your press release, consider embedding multimedia elements like videos or interactive content. This can increase engagement with news site and provide a richer experience for journalists and readers alike.


In conclusion, crafting an impactful app launch press release is an art that necessitates strategic planning, creative writing, and meticulous execution.

It's important to understand the significance of press releases, their creation, distribution strategies, and the measurement of their success.

By sidestepping common pitfalls and adhering to best practices, your press release can become an influential instrument to spotlight your app, attract users, and foster growth.

Keep in mind that a press release is more than a just an announcement — it's an introduction of your app to the world, showcasing its unique value and potential impact.

Frequently asked questions

How do you announce a new app?

Consider disseminating a press release to publicize the debut of your new app. This strategy can elevate app name recognition and lead to increased downloads, which may enhance profits. You might also consider reaching out directly to your audience with tailored communications.

Best wishes on the successful launch of your application!

What is a launch press release?

A press release for a product launch is crafted to narrate the tale of a fresh offering, highlighting its novelty and significance in order to attract media attention for the unveiling.

What is the app launch?

The launch of an app involves the strategic release and placement of developed mobile applications within a store to enable their download, necessitating a coordinated marketing effort for triumphant outcomes.

How do I launch an app to the public?

For a successful public launch of an app, it is crucial to adhere to eight key steps: pinpointing your target market, confirming the viability of your concept, conducting competitor analysis, establishing benchmarks for success, selecting a distribution platform such as an app store, submitting your application for publication there, keeping track of user feedback through reviews and meticulously testing your app before deploying its inaugural update.

What is the ideal length for a press release?

A press release should ideally be concise yet comprehensive, fitting onto one page and containing between 400-600 words.

How does effective push notification copywriting enhance user engagement?

Effective push notification copywriting uses concise, personalized messaging to immediately capture user attention and prompt interaction. This approach can significantly drive up engagement and retention rates by delivering relevant and actionable content that resonates with the user's interests and needs

*DISCLAIMER: This content is provided solely for informational purposes. It is not exhaustive and may not be relevant for your requirements. While we have obtained and compiled this information from sources we believe to be reliable, we cannot and do not guarantee its accuracy. This content is not to be considered professional advice and does not form a professional relationship of any kind between you and LLC or its affiliates. is the industry-leading end-to-end solution for developing, publishing, and maintaining native mobile apps for iOS and Android powered by web content. When considering any technology vendor we recommend that you conduct detailed research and “read the fine print” before using their services.*
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