How to craft product launch announcements like you’re Richard Branson

When you’ve got a big product launch, you want your customers and prospects to pay attention. Prepare yourself with this checklist.

Putting a press release on the wire versus only on your website

When it comes to getting a product launch announcement out, you may choose to invest in business wire services. A wire service, such as Cision or Business Wire by Berkshire Hathaway, is a paid distribution method for press releases and announcements.

Using a wire service is helpful for:

  • Backlinks
  • Near-guaranteed media coverage (from local outlets that pull stories from the wire)
  • Creating a “Digital footprint” to show your company’s evolution or highlights

Wire services know there’s value (and in some cases are legally required), so they charge for the privilege. A single press release can cost anywhere from a few hundred to multiple thousands of dollars, so the costs can be prohibitive for small businesses or startups.

If you don’t have the budget to put a release on the wire, putting it on your website in a “Press Releases” page is another good way to get the information out.

Putting a press release on your website is helpful for:

  • SEO
  • Additional content on your site for inquiring potential customers
  • Content ownership that third parties can’t edit or remove

If you choose to use wire services, you should still put the announcement on your website under a separate “press releases” section – that way you still get the benefits of the content.

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