Can I send a press release to announce a new website or app?

Can I send a press release to announce a new website or app?
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Yes, you can send a press release to announce a new website or app. In fact, it’s a common and effective strategy to generate buzz, attract initial users, and gain media coverage. A well-crafted press release can significantly boost your launch efforts, reaching potential customers, investors, and partners. This article will guide you through the process of creating and distributing a press release for your new website or app, including best practices and tips to maximize its impact.

Understanding the Purpose of a Press Release

A press release is a concise, compelling news story written by a PR professional and sent to targeted members of the media. The primary goal is to pique the interest of journalists or editors so they write about your announcement, thereby providing publicity to your website or app. It serves several purposes:

  • Announcing something newsworthy: The launch of a new website or app is inherently newsworthy, especially if it introduces innovative features, solves a significant problem, or targets a niche market.
  • Generating media coverage: A well-timed and well-written press release can lead to articles in newspapers, magazines, and online publications, as well as segments on TV and radio shows.
  • Building brand awareness: By getting your name out there, you’re building the foundation of your brand’s identity in the public consciousness.
  • Supporting SEO efforts: Online press releases can lead to increased backlinks from reputable sites, improving your website’s search engine ranking.

Crafting Your Press Release

The success of your press release largely depends on its content and structure. Here’s how to craft an effective press release for your new website or app:

  1. Headline: Create a compelling and clear headline that summarizes the news in a way that will grab attention.
  2. Dateline: Include the city and date of the release at the beginning.
  3. Introduction: In the first paragraph, answer the who, what, when, where, and why. This is crucial as it may be the only part some people read.
  4. Body: Provide more details about the website or app, including features, benefits, and potential impact. Include quotes from the company’s leadership or industry experts to add credibility.
  5. Boilerplate: End with a brief “about” section on your company, providing background information and pointing to your website.
  6. Contact Information: Make sure journalists can easily find out who to contact for more information.

Best Practices for Press Release Distribution

  1. Timing: The timing of your press release is critical. Aim for early in the week and avoid holidays and busy news days.
  2. Targeting the right outlets: Research and target media outlets and journalists that cover your industry or niche.
  3. Personalization: When possible, personalize your email pitches to journalists. Mention why you think the story is relevant to their audience.
  4. Utilizing distribution services: While direct pitches are valuable, consider using a press release distribution service to reach a broader audience.
  5. Follow-up: A gentle follow-up email can remind journalists of your press release without being intrusive.

Leveraging Your Press Release Post-Distribution

After your press release has been sent, your work isn’t done. Maximize its value by:

  • Promoting it on social media: Share the news on your company’s social media profiles to engage your audience directly.
  • Featuring it on your website: Create a news or blog section on your site where you can post press releases and other news.
  • Monitoring and engaging: Monitor the web for mentions of your press release and engage with any discussions it sparks, whether on social media, forums, or comment sections of articles.

Common Pitfalls to Avoid

  • Lack of newsworthiness: Ensure your announcement genuinely offers something new and exciting.
  • Overly promotional tone: Keep the language professional and objective; avoid hyperbole.
  • Neglecting the audience: Always consider the end reader of the articles that will stem from your press release. Tailor your message to resonate with them.


Sending a press release to announce a new website or app is not just about broadcasting your launch. It’s about telling a story that captivates and engages. By understanding your audience, crafting a compelling press release, and strategically distributing and leveraging it, you can significantly amplify the reach and impact of your announcement. Remember, the goal is to generate interest and coverage that will drive users to your website or app, and with careful planning and execution, a press release can be a powerful tool in achieving this.  


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