How To Write A Press Release For An App | App Marketing Tips

Do you ever wondered why app developers like Imangi of Temple Run and Rovio of Angry Birds got so much publicity? Press releases. I’m not going to put it all down to marketing, because realistically, they are both fantastic games. But pushing press releases helps to get publicity and app reviews which boosts the performance of your app marketing engine.


The benefits of Press Releasing

Apart from the SEO and traffic generating benefits of releasing a press release, there are a number of other upsides as well. For example, the more of a buzz you can create around your app, the higher the chances are that you’ll get your app reviewed on an app review website like There are hundreds of companies big and small who publish app reviews of apps like yours to their website. This draws in people from all four corners of the world who wants to learn about the latest and greatest in app development.


As part of this 120 second Press Release tutorial, I have provided a PDF copy with a list of all the companies I push my Press Release out to. All I ask in return is that if you know anyone who could benefit from this, why don’t you send them a link to the page, or share this to your Facebook community. Heck, why don’t you click here to TWEET it to the world!


Just as a foreword, you may not get your app reviewed by TechCrunch or Mashable right away. But if you target the smaller ones at first and stir up some noise, often the big dogs will want a piece of the action.


Firstly, here’s how to write a press release for an app.

This is pretty straight forward:

  • Always kick your release off with a a big claim, a question or something else that’s intriguing.


Follow this up with

  • A short story about your app. Don’t make it lengthy. A good 300 characters will suffice.
  • Bullet-point features and benefits.
  • Detail exactly why it’s better than the competition, or other apps in your field.


Provide your details at the bottom of your press release:

  • App Name
  • Company Name
  • Contact Information – Your Name/Phone/Email/Skype/Twitter


The media will also want to know that this isn’t just an ad hoc fly-by-night  app by an amateur…even if it is. Make sure you compose a professional and organised image of your “organisation”. Links to the following types of media will help:

  • Link to your app on the app store
  • Link to your website [can be basic, but must look good]
  • 1-2 x promo codes [collect from your iTunes connect account]
  • Link to promotional or explanation video


Keep in mind that these guys get a tonne of press releases. I was on the app review board of iPhone Life Magazine and use to receive 50 – 100 new app release requests per day. Do you think I read them all? Not at all.


So what are you going to do that’s different from what everyone else is doing? You need to be unique to stand out. Simply put, respect their time and only give them something if it’s news-worthy.


How To Contact The App Reviewers

This is easy. Most of them have designated email accounts and/or submission sections on their websites. They’re not always easy to find…but they’re there.

Simply submit your press release with the content above via email or through the website and play the waiting game.

I would also encourage your to shoot out a press release to the broader community through a company like PR Web or similar.


One more tip for the road…

These websites will ALL contact you and try to sell you advertising space, etc. on their site after you make the first contact. And mark my word: ALL OF THEM.

Personally I never pay for any of their packages. Why? I don’t believe that your return on investment will be worth it.  you may have a different experience, but personally I haven’t. If you understand marketing, you should know that your target audience will generally need to see your app through 7 unique mediums before they decide to buy. App development is a little different that that. But the crux of it is still the same.

Depending on your budget of course, you may be better off going for a safer option that will get you a better return on investment straight up.


I hope that helps. If you have any stumbling points or if there is anything you feel that I’ve missed, please place your comments in the comments section below and share our community.



Oh, and before I forget!

As promised, here is the list of the top 100 app/tech review companies in the world. Enjoy…and please don’t spam!

Click here to access the PDF – Top 100 App/Tech Review Companies

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Logan Merrick is the co-founder and Director of Buzinga, as well as one of Australia's most recognised entrepreneurs, keynote speakers, investors and mentors. His writing on startups, technology and mobile marketing has been featured in The Australian, Business Insider, Startup Smart, Smart Company, and more.
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  • Tom

    Can you get your app uploaded to the app store and reviewed before it’s officially launched or can it only be reviewed once it’s on the store and available for the public to download?

    • Hi Tom,

      I know I have already answered your question via email earlier, however I thought I would answer it here as well for others to see:

      You can use 3rd party software like Testflight to download a beta build of the app onto a number of iOS devices. However, this build is not downloaded through the App Store, rather from Testflight itself and operates independently of the App Store.

      However, you cannot upload an app and allow access to the app while it is pending release. Not from my experience at least.

  • mobi-app

    Writing press release is a not a difficult task, but when we talk about technology or mobile app it is a lil bit confusing. Your suggestions are helpful in this.

    • Cheers mobi-app, hope to hear more from you ;)