Working Backwards – Press Release Template

18 Oct 2023 | Agile Culture


This comprehensive Press Release template provides a structured framework for implementing the innovative Working Backwards approach, a strategy favored by industry leaders like Amazon. By starting with the end customer experience and working backward, this method offers a clear pathway for product development and planning. The template’s sections guide teams in articulating the product/initiative/solution’s significance, key features, and benefits.  Whether for remote collaboration or in-person workshops, this tool equips teams with a collaborative framework to craft impactful press releases.


Please find below the PR template I have been using to facilitate Working Backwards sessions.


— Begin of PR template —


[Press Release Date]


Subtitle: [TEAM/ORGANIZATION], a [brief description of the TEAM/ORGANIZATION], is proud to announce

, a groundbreaking [description of the product/initiative/solution].

[Paragraph 1: Introduction] Introduce the product/initiative/solution and its significance. Clearly state the problem it solves or the need it addresses. Use concise and compelling language to captivate the reader’s attention and convey the unique value proposition.

[Paragraph 2: Key Features and Benefits] Highlight the key features and benefits of the product/initiative/solution. Explain how it adds value to the customers and improves their experience. Focus on the differentiating factors that set it apart from competitors or the current situation, emphasizing what makes it truly groundbreaking. Consider using bullet points.

[Paragraph 3: Customer Testimonials or Quotes] Include a quote or testimonial from a satisfied customer or a recognized stakeholder. Choose/create a quote that emphasizes the positive impact and value of the product/initiative/solution. This helps build credibility and showcases real-world feedback. As you are working backwards, most likely you will create a fictitious quote by an existing important stakeholder.

[Paragraph 4: Timeline, Availability, and Launch Details] Provide specific information about the expected timeline, availability, and launch of the product/initiative/solution. Include relevant dates and platforms or channels through which customers can access it. Create a sense of anticipation and clear expectations for interested parties.

[Paragraph 5: Closing] End the press release with a brief and positive closing message. Reiterate the significance of the product/initiative/solution and express excitement about its potential impact. You can also mention any future plans or developments to generate further interest.

About [TEAM/ORGANIZATION]: [Include a short paragraph providing an overview of your team/organization, its background, and its expertise. Highlight any relevant achievements or notable projects/iniciativas.]

— End of PR template —

The content and structure of a press release can vary based on your specific requirements and target audience. Ensure that the press release maintains a professional tone, provides clear information, and effectively communicates the value and significance of your product/initiative/solution.

Tip for remote teams: copy this template to a shared Document and work with the team to collaboratively fill it up.

Tip for on-site teams: Write the structure of the template on a common board (Headline and subtitle – with its template–, paragraph 1, paragrath 2…) with enough space so that people can write in post-its and place in the board.c

Paulo Caroli

Paulo Caroli is the author of the best-selling book “Lean Inception: How to Align People and Build the Right Product” (the first on a series of books about Lean Strategy and Delivery). He's also the creator of FunRetrospectives.com , a site and book about retrospectives, futurospectives and team building activities. Caroli writes on this blog frequently. Receive the next post in your email. Sign up here .
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