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There are a few things you need to be aware in order to know how to write an App Press Release.
Check out the full article here: http://apptopress.com/app-press-release

Determine the goal

All press releases must have a goal, which basically answers what the press release is all about. It works the same for an app press release. The goal should be to steer your app press release in the right direction; it avoids confusion among your readers, and dictates the tone, style, and information you share in your PR. Simply put, it is the oar to your boat. Even if you want to get to the destination, you can never reach it unless you have a sound and specific goal for the copy. An app press release may be about:

The new app
The updated version of the app
The price or change of it
New features
Achievements (this is one of the best PRs you can write)
Reviews.
Begin with a punchy title

How do you shop for books? More often than not, before you start reading or skimming through the pages, you pick books based on their titles, and you always navigate on those with fancy, compelling, and intriguing headlines.

The process is similar to an app press release. The first essential element the readers see is the headline. In fact, it’s the biggest part of the copy, written in headline style and set in bold. If you can’t get this right, you can’t compel the audience to read the first paragraph. But how do you write a good headline?

It should summarise the entire app press release and meet your objective.
The headline must be clear or precise.
Keep it short, but not so short that it sounds ambiguous or too rushed.
Create test copies. Write the copy in different headlines, send them to focus or core groups, and determine which of the headlines generates the highest open rate.
Make sure it’s current

An app press release may sound like an app marketing material, but it’s also news; as such, it should be relevant and timely. Create an app press release, therefore, in the present tense. It must also be objective, which means avoiding any marketing hype. There’s a better venue for that.

Be precise

Didn’t we say you skip the marketing hype? This means you have to be precise or accurate with the information you share. Nevertheless, you can maintain the app press release credibility and increase its persuasive power by supporting your claims with facts. Here are some elements you can add to your app press release to corroborate facts:

Expert and user reviews
Statistics
Graph
Infographics
Tables
Ratings
End with a call to action

We can’t tell you how many times we’ve read well-written PRs that force us to ask “So what should I do?” Don’t think that readers are dumb—they’re definitely not! However, the audience would also want to be sure about what you want them to do with the app press release. Do you want them to download the app? Subscribe to your newsletter? Send their reviews? Your call to action is the perfect manifestation of your objective; so, in writing it, be as specific as you can. For example, if you want them to call, add your phone number. If you want them to visit a page, give the full URL of your site.

Include PR contact details

This simple omission can mean a lost opportunity for you. It’s very common among journalists and publishers to contact your department or office before they feature the app press release. They first verify the authenticity or pieces of information in the copy. They may also be gathering more data, especially if something new has developed that has not been included in the latest PR. Share as many details as you can, including the office address and e-mail address. Write them according to which one you prefer the most.

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How to Write an App Press Release: Video with 6 Steps for a Successful Launch
http://www.youtube.com/watch?v=PrL-_4CfmS8