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If you’re ready to launch your app, then you’re ready to let the world know. Sure, you can tweet out, but that only says one thing: you have an app. If you want people interested in who you are and why they want this app, your best bet is with a press release. Take a look at our guide to get it right.
We’ll start with what a press release is. Using this term in common language has resulted in it being mistaken for any announcement made to the public by a corporation or public figure. A Tweet is not a press release. A press conference is not a press release. An advertisement is not a press release.
A press release is a written blurb about what you want to share, which is then sent to publications you hope will print it in their publications, be that online or on paper. It’s important to remember this. It’s not for the sake of the reader but for the sake of the publisher. That means it not only has to be short and eye-catching, but it should also contain all the details that a reporter needs to make a full-bodied article around your app: headline, subject, details, quote, and photo.
Keep it short. Specifically, no more than 300-500 words, depending on the subject. Articles are very short in print and, although longer online, leave the puffing out to the reporter. You want to bore journalists least of all because they’re busy and have lists of other press releases to go through, so keep the language simple and avoid the jargon that will only make their eyes roll.
Keeping it short will also help with this detail: make it eye-catching. A fun or extravagant headline will help things along well but remember to keep it short. Reporters can – and will – change it as they need to, but a short headline does better in print. If your app is fun, lean into that. There’s something to be said for a pun in this industry.
From the headline, you can get into the details: who are you? You’ve made an app. What is your app for? What are its main features? Why should we download it?
And, most importantly, don’t forget the launch date!
To help pad things out a bit, add some quotes. Quotes from the creator or project manager of your app summing up what you are trying to achieve with your app is best. Reporters (and readers) need to know what the point is and the motivation behind it. No fluff.
If you need help looking for quotes, take a look at your reviews thus far. Reviews are great for quotes because they add some level of validation. If your app is so new it doesn’t have any reviews yet, you can look into buying app reviews for it.
The bane of a reporter’s life when looking at your press release is the lack of a photo. Publications are commonly not permitted to use stock photos, and you wouldn’t want them to anyway for the same reason they don’t: it’s unprofessional. Send them a graphic of your app that shows its basic necessity with a snappy headline, and it will show up everywhere.
