App Launch Press Release Strategy Complete A-Z Guide

Table of Contents

  • What Is A Press Release?
  • Why Write An App Launch Press Release?
    1. Creates Buzz Around Your New App
    2. Achieves Multi-Channel Content Distribution
    3. Improves Your SEO
    4. Attracts Investors
  • The 5 Rules To Writing The Perfect Press Release For Your Mobile App Launch
    1. Come Up With An Attention-Grabbing Headline
    2. Don’t Beat Around The Bush – Go Straight To The Point
    3. Throw In An Enticing Quote
    4. Provide Valuable Background Information About Your Mobile App
    5. Include The Company’s “Who” And “What” In A Boilerplate
  • The Complete Mobile App Launch Press Release Template
      1. Headline
      2. Subheading
      3. Date and Location
      4. Intro – First Paragraph
      5. Second Paragraph
      6. Quotes – Third Paragraph
      7. Background Information – Fourth Paragraph
      8. Boilerplate
      9. Contact Details
  • 5 Important Tips For Sending Out/Publishing Your Mobile App Launch Press Release
    1. Contact Renowned Publications In Your Specific App Category
    2. Have Your Press Release Published Both Online and Offline
    3. Give Journalists Some Time To Craft a Story
    4. Mind The Timing
    5. Keep The Buzz Alive
  • Key Take-Home Points
  • Where To Start

Here’s a question I’ve been asked countless times – “If App Store Optimization is indeed an effective mobile app marketing strategy, why the heck would I need to publish an app press release?”

Ok, I figure that’s a fairly understandable way of looking at things, especially when you consider everything we’ve said in the past about App Store Optimization.

And yes, you have a point. With app store search being the primary app discovery method across both the Apple App Store and Google’s Play Store, App Store Optimization happens to be the most critical mobile app marketing strategy. 63% of iOS smartphone users and 58% of Android users attribute their mobile app discoveries to this.

How Users Discover Mobile Apps
New App Discovery Methods. Source: Kissmetrics

If you assess the numbers further, you’ll notice that blogs, magazines, and newspapers only account for 4-7%. So, why would anyone want to waste their time drafting and publishing app press releases?

Well, the truth is, although App Store Optimization is extremely effective, it takes time to start showing results.  A newly launched app has to gain traction over a prolonged period of time before it starts ranking well on the App Store search results. This entire process could take months or even years – it all depends on the amount of buzz that you manage to create around the mobile app right from the moment it launches.

Now that’s precisely where app launch press releases come in. When combined with other marketing methods (including paid app advertising), the press releases could succeed in giving your new app all the public attention it needs to hit the ground running.

Don’t just take my word for it, though. Find out all the facts for yourself in this comprehensive guide for app launch press releases. It explains:

  • What a press release entails.
  • The significance of press releases to mobile app launches.
  • The rules to writing the best app launch press releases.
  • How, where, and when to publish your app launch press release.

Then to top it off, you even get a press release template that you could use to create your draft.

What Is A Press Release?

A press release, for starters, is a brief but compelling script written by a business and sent out to media publications. Public relations professionals use this to give journalists information about a product launch, a circumstance, or an event. In simple terms, you can think of it as a written communication on the what, when, where, how, and why.

A product launch press release, for instance, helps create awareness about the new solutions that your business has developed. As such, it should state the product’s features, pricing, availability, and any other details that may be relevant to the target audience.

Members of the press, on the other hand, are expected to use the information to craft their own news stories. This is what ultimately goes out to the public and consumers at large.

What is A Press Release?
News Reading. Image Credit: Pixabay/geralt

Make no mistake about it, though. Issuing a press release doesn’t mean that the media will automatically proceed to publish the story.  Not at all.

In fact, journalists tend to ignore most of the press release pitches. They only run with the few that not only pique their interest, but also provide information that their readers would find fascinating.

Keep in mind, however, that the PR campaign doesn’t always end with journalists. If your press release is interesting enough, it could also be picked up by industry gurus, bloggers, and social media influencers. The whole thing is basically a race to be the first to announce a major product launch or event.

Why Write An App Launch Press Release?

#1. Creates Buzz Around Your New App

Sure, your app might seem unique and special. And yes – you might have spent a great deal of time tweaking its features to perfection.

But, here’s the thing. All that won’t count if the news isn’t passed on to your target users.

You see, smartphone users already have an extensive range of apps to choose from – about 2 million in the Apple App Store, and close to 3 million in the Google Play Store.

And that’s not all. These app stores are still growing astronomically, thanks to the numerous app submissions that developers are making on a regular basis. On average, the Apple App Store publishes about 601 new apps per day, over 3,250 per week, and over 20,300 on a monthly basis – while The Google Play Store is releasing between 88,500 and 132,000 Android apps per month.

Average Number of New Android App Releases via Google Play Per Month From Mar 19 to Feb 21
Number of Apps Released By The Google Play Store Per Month. Image Credit: Statista

Now that’s no easy competition to get around, especially for a new product. Unless, of course, you happen to use app launch marketing tools like press releases to set yourself apart from the crowd.

A well-crafted press release will draw much-needed attention to your app, and subsequently, get you featured on popular blogs, media publications, and social media sites. With that comes a lot of buzz, which gradually translates into mobile app downloads and app installs.

#2. Achieves Multi-Channel Content Distribution

The great thing about media coverage is, it doesn’t occur on one platform. Rather, it spreads across multiple channels in the form of digital and print media.

That means that once you issue a press release, the media could ultimately run the story of your app launch in magazines, local newspapers, as well as on blogs, and social media platforms.

Multi-Channel Content Distribution
Multi-Channel Content Distribution. Image Credit: Pixabay/geralt

There’s no limit to the number of people you can reach across all these channels. You just need to ensure that your PR campaign identifies the right target audience, and proceeds to work with well-networked media publications.

#3. Improves Your SEO

A press release is, at the end of the day, a valuable piece of content. So, although you’ll be addressing it to the media, you might want to also tweak it for SEO purposes. This is a clever way of killing two birds with one stone.

You can, for instance, optimize your app launch press release by adding relevant keywords and tags, before proceeding to publish it on your website. Then if it attracts media coverage, you can bet that the published stories will come with high-quality backlinks to your site.

#4. Attracts Investors

Press releases are great for showcasing not only your mobile app’s features, but also your company’s accomplishments and expertise. This is the type of stuff that could arouse interest among potential investors in both hard launch and soft launch scenarios.

In particular, you might want to take advantage of this during a soft launch such as a beta release. Investors are bound to respond well to a compelling story that creatively expresses the value of the mobile app. That’s how you get to secure lucrative sponsorships for your mobile app project.

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The 5 Rules To Writing The Perfect Press Release For Your Mobile App Launch

For the best possible outcome, you should follow these five basic rules in your app launch press release writing.

#1. Come Up With An Attention-Grabbing Headline

As it turns out, you won’t be the only one trying to reach out to your favorite journalist with a press release. Most mainstream journalists receive an overwhelmingly high number of emails, mostly on new product releases.

According to statistics, 47.5% of journalists get about 100 business-related emails per day, over 30% have it worse with 200 emails, while close to 15% receive 250 to 499 business-related emails a day.

Now let that sink in for a minute. In simple terms, it means you’ll be competing for journalists’ attention with thousands of other businesses at a time. And how do you beat them to it?

Well, while knowing someone who knows someone in the media would be a plus, it always helps to use a powerful headline in your app launch press release.

A great heading should be captivating but professional. Consider, for instance, coming up with a short but sweet one-liner that contains action verbs and understandable phrases.

Don’t lose the message, though – ensure the headline draws attention and conveys the intended message accordingly.

#2. Don’t Beat Around The Bush – Go Straight To The Point

Remember that the target audience of your app launch press release consists of not only journalists and reporters, but also industry analysts, app reviewers, social media influencers, and bloggers.

Such people, as you’ve probably figured out already, don’t like wasting time with formalities and long stories. They always want to find out the gist right off the bat. Therefore, you might want to start your press release with the most important info.

The first paragraph is where you explain the how, where, why, what, and who of your mobile app launch. Instead of walking the readers through the mobile app’s background, hit them with all the crucial facts that you’d want them to prioritize in their stories.

For example, you should state the type of mobile app you’ll be launching, its name, launch date, device platform, purpose, pricing, and the core functionalities.

#3. Throw In An Enticing Quote

After setting the scene, the second part of the press release gives you the perfect opportunity to rope in your target audience even further. This is where you drop an enticing quote that the media can use to contextualize your app launch announcement, as well as explain how the launch affects app users and the industry at large.

While there are many approaches you could possibly take here, it’s always advisable to stick with quotes from key authorities or stakeholders in your team. This includes your senior app developers, project leads, and executive officers.

But, don’t quote all of them. Just one or two quotes should be enough – as long as they highlight the importance of the mobile app, and the impact it’s set to make in the industry.

#4. Provide Valuable Background Information About Your Mobile App

By the time your reader is getting to this point, they’ll have already acquired all the necessary info needed to write a story.

But, that doesn’t stop you from making it more colorful. You just need to provide more context – by revealing the background information about your mobile app and the company. Don’t go overboard, though – no one wants to hear all the rosy stories of how your company was founded.

Instead, try to focus on the newsworthy details that reinforce your narrative. You could, for instance, state the milestones that you’ve been able to achieve throughout your app development journey.

Alternatively, you could do what is called newsjacking. This basically entails creatively aligning your new mobile app with a current event to generate more buzz and, consequently, trigger increased media coverage.

It might sound silly, but it works!

#5. Include The Company’s “Who” And “What” In A Boilerplate

Don’t be one of the guys that take all the trouble to draft a press release, but eventually forget to include a boilerplate. Although it tends to be left out by many businesses, a boilerplate is still a critical press release component.

This is where you describe what your company does, as well as its highlights – including recent awards, industry impact, recognitions, achievements, etc. And while you’re at it, ensure that you include a link to your mobile app’s App Store page, right next to your company’s contact info.

Press Release Boilerplate with Clear CTA
Press Release Boilerplate with Clear CTA. Image Credit: FitSmallBusiness

Journalists might want to check out the app, as well as confirm your company’s credibility.

The Complete Mobile App Launch Press Release Template

Here’s a mobile app launch press release template that simplifies everything we’ve stated so far. This is the format you should follow in your press release writing:

Key Elements of a Press Release
Key Elements of a Press Release Template. Image Credit: FitSmallBusiness

#1. Headline

Grab your readers’ attention with a captivating but short and concise headline. Using not more than 100 characters, try to evoke emotions from your target audience with playful but professional wording, as well as active voice phrasing.

#2. Subheading

Unlike the headline, the subheadline is entirely optional. If you choose to include it, be sure to keep everything brief and captivating. It should complement the headline while encouraging the readers to proceed.

#3. Date And Location

The first paragraph of your press release should start with the date and location of the app launch announcement. Write the physical location in capital letters, followed by the state in the title case, and then the date should come last.

Once you’re done, ensure that you separate this section from the rest of the paragraph using a hyphen sign.

For example:

“BOSTON, Ma. May 5, 2021 – ” 

#4. Intro – First Paragraph

As we’ve stated, the first paragraph should provide a summary of your mobile app launch event. You can start off with the company’s name, and then walk the reader through the why, when, where, what, and who. By the time they’re done, they should have gotten the gist of everything.

#5. Second Paragraph

As part of the introduction, the second paragraph should elaborate the important details further, helping the reader understand what the mobile app does and its significance to app users. Keep the flow natural and avoid a repetition of the first paragraph.

#6. Quotes – Third Paragraph

The third paragraph is where you drop all the important quotes that support your narrative. One or two from your senior company executives should be good enough, as long as they place emphasis on the significance of the mobile app launch.

Also, remember to include their names and positions.

#7. Background Information – Fourth Paragraph

The fourth paragraph is all about the relevant facts and figures. You get to build the story further by providing background information on not only the app, but also the company.

As such, it’s the fourth paragraph that seals the company’s credibility.

#8. Boilerplate

The boilerplate states all the basic details of your business. You can start with a brief company description, and then follow it up with the company profile.

This includes stuff like the company location, experience, size, market positioning, plus its products and services.

While you’re at it, you might also want to provide links to the App Store page, as well as your business website.

#9. Contact Details

It’s also important to provide your official contact details right below the boilerplate. After reading your press release, the journalists will need to know who they can contact in your company for additional comments about the new product. So, it would be helpful to include their name and job position, plus the contact email and phone number.

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5 Important Tips For Sending Out/Publishing Your Mobile App Launch Press Release

When it comes to sending out or publishing your mobile app launch press release, here are 5 critical tips you should follow:

#1. Contact Renowned Publications In Your Specific App Category

Don’t make the common mistake of sending out your press release to every random journalist in your address book.

You should, instead, take your time to find the most influential media companies in your specific industry and app category. Reach out to them with personalized messages that explain how your new mobile app is aligned with their core areas of focus.

You never know – that might eventually convince them to run your story. And when they do, you can be sure that the media coverage will come with lots of app downloads and installs.

#2. Have Your Press Release Published Both Online And Offline

There’s no denying that digital media is now way ahead of print media in terms of readership. In the US, for instance, 86% of adults get their news from digital platforms, while print publications manage to reach only 32% of the population.

US News Sources
US News Sources. Image Credit: Pew Research

Now, 32% may be the smallest portion behind digital, tv, and radio – but it’s not negligible. It literally represents a third of the adult Americans.

As such, you should consider reaching out to both digital and print journalists. Besides, you’ll notice that the competition in print media is much lower since most businesses tend to exclusively target digital media.

#3. Give Journalists Some Time To Craft A Story

While it’s good to be ambitious, don’t overdo it by sending out the press release on the actual day of the mobile app launch.

You should, instead, issue it a day or two before the mobile app goes live. This gives reporters and reviewers ample time to understand the whole idea behind the mobile app and, subsequently, come up with an appropriate story for their audiences.

#4. Mind The Timing

As it turns out, the success rate of your press release also depends on its timing. Yes, that’s right – it just so happens that journalists have their peak times and off-peak times, even during normal business hours.

Now, if you assumed that Monday is the best time to reach out to journalists, you’re wrong.  And no, it isn’t Friday or Tuesday either.

According to data published by Prowly, a renowned PR company, Thursday is the best day of the week to send out your press release. That’s when journalists have completed most of their tasks, and are finally able to check out their unread emails.

Best Day to Send A Press Release
Email Open Rates Across the Week. Image Credit: Prowly

And no, we’re not talking about early morning here. The study further established that editors tend to open a third of their received emails between 10 AM and 2 PM.

#5. Keep The Buzz Alive

If everything proceeds smoothly, and the media picks up your press release, don’t get caught up in the moment and leave it at that. The app launch press release should only be the first of many.

By the time your story is published, you should already be working on a subsequent press release to keep the buzz going. Journalists, in particular, overwhelmingly prefer receiving such follow-up emails after 3-7 days.

How Do Writers Feel About Follow Up Emails?
All About Follow-Up Emails to Journalists. Image Credit: Fractl

One trick you could use to keep them engrossed is newsjacking – by tying your new mobile app to relevant developing news that the media houses have been following.

Key Take-Home Points

Although everything we’ve discussed is critical, you should prioritize the following points:

  • Although App Store Optimization is extremely effective, it takes time to start showing results.
  • When combined with other marketing methods (including paid app advertising), the press releases could succeed in giving your new app all the public attention it needs to hit the ground running.
  • A press release is a brief but compelling script written by a business and sent out to media publications – to give journalists information about a product launch, a circumstance, or an event.
  • A well-crafted press release will draw much-needed attention to your app, and subsequently, get you featured on popular blogs, media publications, and social media sites.
  • Once you issue a press release, the media could ultimately run the story of your app launch in magazines, local newspapers, as well as on blogs, and social media platforms.
  • A press release is, at the end of the day, a valuable piece of content that can additionally be used for SEO purposes.
  • Press releases can help arouse interest among potential investors in both hard launch and soft launch scenarios.
  • 47.5% of journalists get about 100 business-related emails per day, over 30% have it worse with 200 emails, while close to 15% receive 250 to 499 business-related emails a day.
  • It always helps to use a captivating headline in your app launch press release.
  • The first paragraph is where you explain the how, where, why, what, and who of your mobile app launch.
  • The second part of the press release is where you drop an enticing quote that the media can use to contextualize your app launch announcement.
  • Provide more context on the third section- by revealing the background information about your mobile app and the company.
  • The boilerplate states all the basic details of your business.
  • A typical press release example follows this format: Headline, Subheadline, Date and Location, Introduction, Third Paragraph (Quotes), Fourth Paragraph (Background Information), Boilerplate, Contact Details.
  • Take your time to find the most influential media companies in your specific industry and app category.
  • Consider reaching out to both digital and print journalists.
  • Issue your press release a day or two before the mobile app goes live – to give reporters and reviewers ample time to craft an ideal story.
  • Thursday is the best day of the week to send out your press release.
  • Editors tend to open a third of their received emails between 10 AM and 2 PM.
  • By the time your story is published, you should already be working on a subsequent press release to keep the buzz going.

Where To Start

Hate to break it to you, but, while writing and issuing a press release is easy, getting it published is a different story altogether.

You see, media publications are not very willing to run stories from every random business that contacts them. They just can’t afford to keep dedicating their resources to checking out new products and confirming their authenticity and credibility.

So, even when you introduce them to a new exciting app, most large publications would rather skip the story and, instead, run the few ones that come from recognized authorities.

Yes, that’s right. It just so happens that 77% of journalists today want stories that come from recognized industry experts. The only other thing that might help push your story forward is developing a professional relationship with journalists, which they also admit is a very important factor.

But then again, all that would, of course, take a lot of time and effort. Luckily for you, though, you’ve got PreApps at your disposal.

In the 10+ years that we’ve been in the business of mobile app marketing, we’ve managed to develop strong relationships with a wide range of renowned media publications. And that’s not all. We’re also well-recognized experts in the field of mobile app development and marketing – you can ask around to confirm.

So, whichever way you look at it, you can rest assured we’ll get your app launch press release through to the right publications. In fact, you don’t even have to write it. We’ll do all the marketing-related stuff and leave you to focus entirely on running the business.

You can go ahead and get in touch with us today to find out more. Also, while you’re at it, we invite you to tell us more about the mobile app marketing goals you have in mind.

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Sean Casto
Posted By

Sean Casto

I am the founder and CEO of PreApps.com, the leading mobile marketing and discovery platform. I have been a guest speaker at industry conventions for Microsoft and Samsung and lectured at Universities such as Northeastern and Harvard. I have acquired a deep understanding of the struggles developers face and a passion to serve the growing mobile app community.

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