Handbook: split releases and launches

[charlescook-ph]

Changes

Reframes the marketing product announcements handbook page around the outcome of the recent launch retro. Two additions near the top of the page:

• Releases vs. launches — a clear split of ownership. Releases are product-owned and aimed at existing users; launches are marketing-owned (product marketer leading) and aimed at reaching new people. Plus guidance that the two line up where certainty allows, and that a launch can trail a release when pricing/features/naming aren't locked yet.
• How we launch: rolling, not big bang — documents our deliberate choice to favor a rolling approach over single big-bang moments, with the reasoning (small teams, real reach/depth numbers over X vibes).

Everything else on the page (announcement types, launch best practices, maintenance and incident comms) is unchanged.

Why: The retro found that "launch" was being used to mean several different things, and expectations of who owns what varied between product and marketing. This writes down the releases/launches split we're trying out so it's clear and shared.

Checklist

• I've read the docs and/or content style guides.
• Words are spelled using American English
• Use relative URLs for internal links
• I've checked the pages added or changed in the Vercel preview build
• If I moved a page, I added a redirect in vercel.json (n/a — no page moved)

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Created with PostHog from a Slack thread

[github-actions]

Deploy preview

Status	Details	Updated (UTC)
🟢 Ready	View preview	Jul 02, 2026 12:29PM

[github-actions]

Vale prose linter → found 0 errors, 7 warnings, 0 suggestions in your markdown

Full report → Copy the linter results into an LLM to batch-fix issues.

Linter being weird? Update the rules!

contents/handbook/marketing/product-announcements.md — 0 errors, 7 warnings, 0 suggestions

Line	Severity	Message	Rule
11:4	warning	'Releases vs. launches' heading should be in sentence case, and product names should be capitalized.	PostHogBase.SentenceCase
19:10	warning	Use the Oxford comma before 'and' or 'or' in a list of three or more items.	PostHogBase.OxfordComma
61:46	warning	Capitalize 'Surveys' for PostHog's product. Use 'surveys' for the general industry concept.	PostHogBase.ProductNames
78:1	warning	'Comms' is a possible misspelling.	PostHogBase.Spelling
100:12	warning	Capitalize 'Feature Flags' for PostHog's product. Use 'feature flags' for the general industry concept.	PostHogBase.ProductNames
100:30	warning	Capitalize 'Experiments' for PostHog's product. Use 'experiments' for the general industry concept.	PostHogBase.ProductNames
108:177	warning	'comms' is a possible misspelling.	PostHogBase.Spelling

[charlescook-ph]

@annikaschmid maybe you can paste the update release + launch checklist in here when you get a chance and we can work off this page as source of truth?

[github-actions]

Bundle report

Total JS (gzip)

6.29 MiB (no change)

Eager graph (static-import closure per entrypoint)

Entrypoint	Eager size	Budget	Modules
✅ app	24.21 MiB (no change)	report-only	5516

Largest modules in the app closure

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./node_modules/.pnpm/d3@7.9.0/node_modules/d3/src/index.js + 208 modules	247.4 KiB
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Eager-graph budgets are report-only until a baseline is established. Sizes are gzip of public/**/*.js; eager size is webpack module source bytes.