Press Release: Fill & Download for Free

There is an approach called "working backwards" that is widely used at Amazon. We try to work backwards from the customer, rather than starting with an idea for a product and trying to bolt customers onto it. While working backwards can be applied to any specific product decision, using this approach is especially important when developing new products or features.For new initiatives a product manager typically starts by writing an internal press release announcing the finished product. The target audience for the press release is the new/updated product's customers, which can be retail customers or internal users of a tool or technology. Internal press releases are centered around the customer problem, how current solutions (internal or external) fail, and how the new product will blow away existing solutions.If the benefits listed don't sound very interesting or exciting to customers, then perhaps they're not (and shouldn't be built). Instead, the product manager should keep iterating on the press release until they've come up with benefits that actually sound like benefits. Iterating on a press release is a lot less expensive than iterating on the product itself (and quicker!).Here's an example outline for the press release:Heading - Name the product in a way the reader (i.e. your target customers) will understand.Sub-Heading - Describe who the market for the product is and what benefit they get. One sentence only underneath the title.Summary - Give a summary of the product and the benefit. Assume the reader will not read anything else so make this paragraph good.Problem - Describe the problem your product solves.Solution - Describe how your product elegantly solves the problem.Quote from You - A quote from a spokesperson in your company.How to Get Started - Describe how easy it is to get started.Customer Quote - Provide a quote from a hypothetical customer that describes how they experienced the benefit.Closing and Call to Action - Wrap it up and give pointers where the reader should go next.If the press release is more than a page and a half, it is probably too long. Keep it simple. 3-4 sentences for most paragraphs. Cut out the fat. Don't make it into a spec. You can accompany the press release with a FAQ that answers all of the other business or execution questions so the press release can stay focused on what the customer gets. My rule of thumb is that if the press release is hard to write, then the product is probably going to suck. Keep working at it until the outline for each paragraph flows.Oh, and I also like to write press-releases in what I call "Oprah-speak" for mainstream consumer products. Imagine you're sitting on Oprah's couch and have just explained the product to her, and then you listen as she explains it to her audience. That's "Oprah-speak", not "Geek-speak".Once the project moves into development, the press release can be used as a touchstone; a guiding light. The product team can ask themselves, "Are we building what is in the press release?" If they find they're spending time building things that aren't in the press release (overbuilding), they need to ask themselves why. This keeps product development focused on achieving the customer benefits and not building extraneous stuff that takes longer to build, takes resources to maintain, and doesn't provide real customer benefit (at least not enough to warrant inclusion in the press release).

Let’s see, she gave an interview that could only have served to upset him during his final days. She turned her press release into what was, basically, a demand for an apology. Oh, and her press release was released…wait for it…during his funeral. Once again, she thought that an occasion that was all about someone else was really all about her.I’m 50 years old. I’ve sent tons of flower arrangements to funerals. I’ve made bunches of memorial gifts. The only time I’ve mentioned doing any of these things was if I was coordinating with my parents to let them know I sent my own flowers/memorial so they didn’t need to include me on whatever they sent. Other than that, I haven’t mentioned it to anyone, not even the family members of the deceased. A card is included with the floral arrangement. The charitable organization sends the family a notice about any gifts received and who they are from.I think most people assumed that Harry would have sent flowers for his grandfather’s funeral. I know I did. I didn’t need his wife to issue a press release to tell me that. What she did was incredibly tacky. Since I don’t recall hearing that she issued a press release any other time she sent flowers to a funeral, I can only assume this was a PR stunt that seriously backfired.

Press releases give instant exposure to your business in your industry.Your press release can drive more traffic to your website which can help your sales effortPress releases show that your company is not stagnant and new things are happening. It’s a way to show that your company has goals, ideas and a vision. It lends a lot of credibility to your business which can help in future deals.Good press releases have a chance of getting picked up by journalists who can promote your business for youThrough your press release, you can inform your partners, clients and stakeholders about the initiatives you company is taking.Your press release can help your SEO efforts when it’s picked up by media.Your press release can help you attract investors to your business (if business idea is solid and you are focusing on the right things).