Using "press releases" to set your product goals
Using "press releases" to set your product goals
Okay, this isn’t your press release that you might see on prnewswire. If you’ve read about working backwards popularized in articles about how Amazon PMs work, this is an “imaginary” press release to tactile medium to large product or product features development.
What is an “imaginary” press release?
A “imaginary” press release is a document given to executives, developers, other members of your team, that highlights key information worthy about your product or product feature at launch. It frames the outcome a PM wants to achieve, before any line of code or wireframe has been created.
How to write an “imaginary” press release
Format Guideline:
Header: Single sentence or phrase that gives the product or feature a name.
Sub-Header: Single sentence describing who the product/feature is for and key benefit(s).
Paragraph 1: The abstract or summary. If the reader doesn't skim past paragraph 1, the person should still have the most important information, understanding the who, what, why, when, how, type of question.
Paragraph 2: The problem explained in more detail. The read should understand why this is a problem.
Paragraph 3: Describe how the solution solves the problem in detail. This should explain why the product or feature exists.
Closing: Tell what the read should do next.
FAQ: Section where you anticipate questions from the reader and proactively address it.
Principles
One page maximum for the press release.
Tell a narrative or story. Do not list out a bunch of bullets.
Use plain English, not acronyms or jargon. Remember, this is an “imaginary” press release, used to help frame the outcome. This isn’t a marketing press release, to toot your horns.
Use quotes or make up quotes and attribute it to people as needed to support the story.