These are the key elements of the press release:
Heading:
Name the product in a way the reader (i.e., your target customers) will understand. One sentence under the title.
Subheading:
Describe the customer for the product and what benefits they will gain from using it. One sentence only underneath the heading.
Summary Paragraph:
Begin with the city, media outlet, and your proposed launch date. Give a summary of the product and the benefit.
Problem Paragraph:
This is where you describe the problem that your product is designed to solve. Make sure that you write this paragraph from the customer’s point of view.
Solution Paragraph(s):
Describe your product in some detail and how it simply and easily solves the customer’s problem. For more complex products, you may need more than one paragraph.
Quotes and Getting Started:
Add one quote from you or your company’s spokesperson and a second quote from a hypothetical customer in which they describe the benefit they are getting from using your new product. Describe how easy it is to get started, and provide a link to your website where customers can get more information and purchase the product.
FAQ Components
Unlike the PR, the FAQ section has a more free-form feel to it—there are no mandatory FAQs. The PR section does not typically include visuals, but it is more than appropriate to include tables, graphs, and charts in the FAQ.
You must include things like your pro forma. P&L for a new business or product. If you have high-quality mock-ups or wireframes, they can be included as an appendix. Often FAQs are divided into external (customer focused) and internal (focused on your company).
The external FAQs are those that customers and/or the press will ask you about the product. These will include more detailed questions about how the product works, how much it costs, and how/where to buy it. Because these questions are product specific, they are unique to an individual PR/FAQ. For internal FAQs, there is a more standardized list of topics you will need to cover.
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