How to Use Press Releases for a Product Launch Without a PR Agency

Launching a product without a PR agency can feel like trying to throw a party without sending invitations. You have snacks (features), music (branding), and maybe even a cool banner, but if nobody shows up, it is just you and a suspiciously large bowl of chips.

The good news is that you do not need a PR agency to use press releases effectively. You do need a plan. A press release is not a magic spell, it is a tool that works best when you combine it with smart timing, a strong story hook, and a simple follow-up system.

This guide is a practical playbook for small businesses and entrepreneurs who want to use press releases to support a product launch, without hiring a PR firm.

Start With A Launch Story, Not Just A Product

Most product launch press releases fail because they are written like product descriptions. Journalists and editors are not looking for feature lists, they are looking for stories that matter to their audience.

What Makes A Product Launch Newsworthy

A product launch becomes news when it includes at least one strong angle:

• A clear problem the product solves, especially if the problem is timely or widespread
• A unique twist compared to alternatives, stated in facts, not hype
• A specific audience that makes the story relevant to a niche outlet
• Proof such as early traction, customer results, waitlist size, or pilot program outcomes
• A trend connection that ties your product to something broader happening in your industry

If you can clearly answer “why this matters now,” you are halfway to a strong press release.

Turn Your Launch Into One Sentence

Before writing anything, create a one-sentence launch summary:

[Business] launched [product] to help [audience] achieve [benefit] by solving [problem].

This becomes your compass. If a paragraph does not support that sentence, it probably does not belong in the release.

Get Your Launch Foundation Ready First

Press can create attention. Your job is to turn attention into outcomes. Before you distribute a release, make sure the basics are ready.

Build A Launch Landing Page

Your press release should link to a page that matches the announcement. This page should include:

• What the product is and who it is for
• The main benefits and how it works
• Pricing or a clear way to request pricing
• Photos, screenshots, or a demo video
• A clear next step (buy, join the waitlist, book a demo, download)

Do not send launch traffic to a generic homepage if you can avoid it. People like obvious next steps.

Prepare Your Assets

Have a small “media kit” ready, even if it is just a folder:

• High-resolution logo
• Founder headshot
• Product images or screenshots
• Short product description (one paragraph)
• Key facts and proof points

When someone replies asking for visuals, you want to respond fast. Speed helps you win pickup.

Write The Press Release In A Journalist-Friendly Structure

Here is a clean structure that works well for small business product launches.

Headline

Make it specific and outcome-driven. Include the audience or the benefit when possible.

Example: “New Inventory App Helps Local Retailers Cut Stockouts With Real-Time Alerts”

First Paragraph

Your first paragraph should answer who, what, when, where, and why it matters. Keep it factual and clear.

Second And Third Paragraph

Expand on the problem and the solution. Explain what makes your product different, without turning it into a sales page.

Proof Points

Add specifics: early adoption numbers, waitlist counts, pilot results, customer quotes, or measurable outcomes. Proof beats adjectives.

One Strong Quote

A quote should explain motivation and impact, not just excitement. A good quote answers: what problem did you see and what changes for customers now?

Availability And Next Step

State when the product is available, who can use it, and where to learn more. Link to your landing page.

Boilerplate And Media Contact

Include a short “About” paragraph and clear contact info.

Timing: When To Send Your Product Launch Press Release

Timing depends on your goals. Here are common approaches.

Option 1: Pre-Launch Release

Best for waitlists, beta signups, and building early buzz. Send this 2 to 4 weeks before launch. Your call to action is “join the waitlist” or “request early access.”

Option 2: Launch-Day Release

Best for direct sales and immediate availability. Send on launch day with a clear “available now” message.

Option 3: Post-Launch Results Release

Best for credibility and secondary coverage. Send 2 to 6 weeks after launch once you have results: user adoption, customer outcomes, partnerships, or traction milestones.

If you want a simple plan without overthinking it: do a launch-day release, then a post-launch results release when you have numbers. Results make stories stronger.

Distribution Without A PR Agency

You have two main distribution paths: direct pitching and distribution services. Many small businesses do best with a hybrid approach.

Direct Pitching (The Targeted Approach)

Create a short list of outlets that cover your niche: industry blogs, newsletters, podcasts, and local business coverage if relevant. Pitch them with a short email that includes:

• Why you are reaching out to them specifically
• Your one-sentence launch summary
• One or two proof points
• A link to the release or landing page
• An offer for an interview, demo, or exclusive detail

Keep it short. Journalists are not allergic to details, they are allergic to rambling.

Distribution Services (The Infrastructure Approach)

A reputable distribution service can push your release into broader channels and create a credibility trail. It can be useful when you want:

• Broader visibility beyond your own outreach
• Structured reporting and placement records
• A more official announcement footprint

This approach does not guarantee coverage, but it can increase discoverability and help your story reach the right ecosystem.

The Hybrid Approach (Often Best For Small Businesses)

A practical hybrid workflow is:

1. Distribute the release through a service for broad visibility
2. Pitch 5 to 15 perfect-fit outlets directly with a personalized note
3. Follow up once, politely
4. Respond quickly to any questions or requests

This stacks your odds without requiring a full-time PR person.

After Distribution: How To Turn Attention Into Sales

The press release is the spark. Your follow-through is the firewood.

Repurpose The Release Into Launch Content

Turn your press release into:

• A blog post explaining the story behind the product
• An email to your list announcing the launch
• Three to five social posts highlighting key benefits and proof points
• A short founder post about the problem you solved

Use “As Seen In” And Proof Points Carefully

If you earn mentions, add them to a press page and use them in your marketing. Keep it factual. Overstating coverage is the fastest way to lose trust.

Track The Right Metrics

For product launches, useful metrics include:

• Landing page traffic and conversion rate
• Demo requests or purchases
• Referral traffic from mention sites
• Branded searches for your product name
• Outbound inquiries from partners or outlets

Press can influence these metrics indirectly, so watch trends over a few weeks, not just day one.

A Quick No-Agency Launch Press Checklist

• Launch story is clear and newsworthy
• Landing page is live and matches the release
• Proof points are included (numbers, results, early traction)
• Release structure is clean and skimmable
• Media kit assets are ready
• Distribution plan includes either targeting or hybrid outreach
• Follow-up content plan exists (email, blog, social)

You do not need a PR agency to run a smart product launch press campaign. You need clarity, proof, and a system that makes your announcement easy to publish and easy to act on. Do that, and your press release becomes more than an announcement, it becomes a tool that supports visibility, credibility, and sales long after launch day.

Frequently Asked Questions

Can A Small Business Launch A Product With A Press Release Without A PR Agency?

Yes. A clear press release, a strong landing page, and a simple distribution and outreach plan can support a product launch without needing an agency.

When Should I Send A Press Release For A Product Launch?

You can send a pre-launch release to build a waitlist, a launch-day release to announce availability, and a post-launch release once you have results and proof points. Many businesses do best with launch-day plus post-launch results.

What Should I Include In A Product Launch Press Release?

Include a specific headline, a strong first paragraph, problem and solution details, proof points, one meaningful quote, availability information, a link to a landing page, and clear media contact details.

Is Distribution Enough Or Should I Pitch Journalists Too?

Distribution can increase visibility, but pitching a short list of perfect-fit outlets can improve relevance and pickup odds. A hybrid approach often works well for small businesses.