How Developers Can Use Press Releases to Promote Side Projects & Apps

For developers like us, side projects involve countless hours, nights filled with coding apps, and the launch of tools we believe can benefit others. But here's the thing: Creating something is only half the job. The other half is attracting some recognition.
Maybe you tweeted about it or posted on Reddit. Perhaps you put your creation on Product Hunt or GitHub. Those are all good moves. But have you ever thought of using a press release to promote your launch even further?
Most developers never do. Press releases sound boring, formal, corporate, and perhaps even slightly outdated. And quite frankly, it is one of the most underutilized resources for developers—especially indie hackers and smaller tech teams—who want to get some press for their work.
In this guide, I will show you how to issue press releases to publicize your app or side project without sounding like an extroverted marketer or spending an arm and a leg.

🧠 Why Should Developers Even Bother With Press Releases?

Let’s be honest with ourselves: you’re not a PR person. You write code, solve bugs, create features from scratch. Why would you even want to include this in your strategy?
Here are some reasons:

1. You Need Visibility
No matter how great your project is, if people don’t know it exists, it won’t go far. A well-timed press release can land you mentions in tech blogs, news sites, and newsletters. This means exposure to real audiences—journalists, developers, founders, and early adopters.

2. It Builds Credibility
Let’s say a tech blog writes about your new productivity app. Suddenly, your project feels more “official.” Users are more likely to trust a tool that has made media coverage.

3. You Get High-Quality Backlink
If your press release gets published or picked up, you're also getting backlinks to that website or your GitHub repo. That's awesome for SEO-and passive traffic incrementing.

4. It’s Not Just for Big Companies
Press releases aren’t for those startups that have received funding or for grand corporate launches only. These are for anyone who has something newsworthy to announce-and yes, that does include your weekend project.

🛠 What Makes a Side Project “Newsworthy”?

Not every update deserves a press release. But here are a few moments that might be a good fit:

• You’ve launched a brand-new tool or app.
• You’ve added a major feature that solves a specific user pain.
• You’ve reached an exciting milestone (like 1,000 users or open-source contributors).
• You’ve partnered with another platform or integrated with a popular API. You’re solving a timely or trending problem in tech.

If it’s something that makes you think, “Wow, this is actually cool,” then it’s probably worth sharing with a wider audience.

✍️ How to Write a Developer-Friendly Press Release

Writing a press release doesn’t mean using robotic language or corporate buzzwords. You can still sound human—just organized and clear.
Here’s a basic outline you can follow:

1. Headline
Make it short, specific, and engaging. Tell people what the release is about in one sentence.
Example: “Solo Developer Launches Time-Tracking App Designed for Remote Teams.”

2. Subheadline (Optional)
Add a supporting detail. Think of it as the “what’s the big deal” sentence.

3. First Paragraph (The Hook)
Who are you, what did you create, and why does it matter? Get right to the point.

4. Main Body
Explain the features, benefits, or backstory. Don’t go overboard with technical jargon. Highlight what’s unique about your project.
You can also include:

• A short quote from yourself (yes, quoting yourself is fine).
• A brief background of how or why you built it.
• A call to action (like “available to try on [your site]”).

5. Contact Info
Include a way for journalists or readers to contact you or explore your project further—email, Twitter, GitHub, or your website.

🚀 Where to Distribute Your Press Release

So, you’ve written it. Now where does it go?
There are a few paths you can take:

● Direct Outreach
Find journalists or tech bloggers who cover indie apps or dev tools. Send them a short, personal email with your release attached or linked.

● Submit to Tech News Platforms
Sites like Hacker News, BetaList, and Indie Hackers often welcome new project launches—just tailor the format to each community.

● Use a Distribution Service
If you want your release published across multiple media sites and search engines, use a distribution platform. One solid option is PRWeb, which allows you to reach journalists and targeted media outlets across industries.

Distribution services often include features like:

• Getting listed on Google News.
• Targeted placement on tech websites.
• Built-in SEO optimization.

You don’t need to break the bank—just one release on a mid-tier plan can help you build authority fast.

📈 How to Maximize Results

A press release is not a “set it and forget it” strategy. Here’s how to get more mileage out of your effort:

✅ Share It Everywhere
Post the press release on your project’s blog, LinkedIn, Twitter, or Dev.to profile. Link to it in your GitHub README.

✅ Monitor Traffic and Mentions
Use simple tools like Google Alerts or analytics to track where your release gets shared or picked up.

✅ Engage With Your New Audience
If people comment, ask questions, or tweet about your project, jump in. Be human, thank them, answer questions, and start conversations.

💡 Real Talk: What Not to Do

• Don’t try to “sound big” if you’re just one person. Authenticity wins.
• Don’t over-promise. If your app is in beta, say so.
• Don’t skip proofreading—spelling mistakes make a bad first impression.
• Don’t spam dozens of outlets with the same generic message. Customize where possible.

🔄 A Press Release Is Just One Part of the Puzzle

Think of press releases as one of several tools in your promotion toolkit. Combine them with launch posts, tweets, developer blogs, newsletters, or Reddit threads to create momentum.
If your project is solving a real problem and you’ve put thought into the launch, then it deserves a little spotlight. A press release can be your way of saying, “Hey world, I built this—come check it out.”

🧠 Final Thoughts

If you’re a developer trying to grow your audience or user base, don’t overlook the power of press releases. They’re not just for PR firms or enterprise apps—they’re for builders, makers, and creators like you.
The process doesn’t have to be complicated. With a well-written announcement and the right distribution channel, your app or side project could land on the radar of users, media, and even potential collaborators.
You already did the hard part—you built something. Now it’s time to tell people about it.