Press Release

When to use it

Use this template to craft the key messages that would appear in a press release for your idea to help you test them with your audience before the solution has been fully created.

What’s the purpose

Imagine your amazing new idea has already been developed and you're about to tell the world all about it. A press release is used to showcase your solution to the world by crafting a catchy communication piece that tells the reader exactly what the idea is, how it’s going to benefit them and where they can find it.

How to do it

In step one, add a description of your idea.
Then, in step two, outline each element of your press release in the left column of the template.
- First, come up with a few headlines of no more than 10 words.
- Now, think of a punchy opening line to grab the reader’s attention.
- Then, write a concise description of what your solution is and the value it will provide to the user.
- Note down any feedback you have received from current users (maybe during user testing).
- Let people know how to access or purchase your solution.
- Add a personal note about the team behind the idea to get readers to connect with your product/service.
- Finally, outline where and through which channels this press release will be used.
Using all of this content, create your final press release in the right column of the template. Remember to craft a catchy headline at the top and use imagery to bring it to life.

Helpful tips

Get straight to the point - don’t bury your key messages in lots of preamble
Be inclusive in your language
Avoid jargon or industry specific acronyms
Be newsworthy! Catch the attention of journalists and be quote-worthy
Put your TikTokers hat on… what would young generations do?!

Using this method in your day-to-day work

You can also use a press release as a powerful early vetting process for ideas. Just like Amazon does in their ‘Working Backwards’ process, before you begin building a real solution, start with a future-state press release where you imagine that the product has launched. Define how the product/service will add value to the customer’s life and what problems it will solve. This will help you to keep the customer at the centre of the solution, to understand what features to invest in, and to notice early signs of issues that may arise.

When you next have a potential solution to a problem at work, before investing further time on development, use the ‘Press Release’ template to clearly define how you would sell the solution to your future audience, highlighting the problems you are solving for them and how you will do it. Use the learnings from this process to refine your prototype for further development.