New feature announcement press release template
A feature release works when the feature changes what customers can do, not when it is one item in a changelog. Frame it around the customer outcome, say who asked for it, and give a number if you have one.
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When to send a new feature press release
- A feature that opens a new use case or market.
- An integration with a well-known platform.
- A capability competitors lack.
Headline examples
- [Company] Adds [Feature] So [Audience] Can [Outcome]
- [Product] Now [Does Thing], [Benefit]
- [Company] Launches [Integration] Integration for [Platform] Users
The template
[Company] Adds [Feature] to [Product] So [Audience] Can [Outcome] [Subheadline] [CITY], [State/Country], [Month Day, Year] -- [Company] today announced [Feature], a new capability in [Product] that lets [audience] [do thing]. [Feature] is available now to [all customers / plans]. [Paragraph 2: what customers had to do before, and why it mattered.] [Paragraph 3: how the feature works.] "[Quote: what customers asked for and what it unlocks]," said [Name], [title] of [Company]. [Paragraph 5: early usage or a customer quote.] [Paragraph 6: availability and pricing.] About [Company] [Company] is a [category] that helps [audience] [outcome]. Founded in [year] and based in [city], [Company] [one proof point: customers, users, backing]. Learn more at [website]. Media contact [Name] [Email] [Website]
Replace every [bracketed] part. Keep it to one page, about 400 to 600 words.
Tips before you send it
- Bundle small features into one release; one release per minor update dilutes your news.
- For integrations, name the partner platform in the headline: people search for it.
- A customer quote is stronger than a second founder quote.