I must say that press releases are fascinating types of communication. A press release is an official announcement sent to news media representatives to inform journalists, bloggers, or anybody else who can help spread the word intended for public consumption. Now, If you’ve had to write one, am sure you may have wondered, “How long is enough?” “How short is too short?” This is a common scenario we all can relate to and I’m here to help. So sit tight with your tab or a paper because you will be practicing as you read.
What Is A Press Release?
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I remember the first press release I ever wrote. It was for a small tech startup that had recently released a new app. I was so excited that I wrote a thousand words. Yes, you read that correctly—a thousand words. I put my everything into it, outlining every single feature and quoting every team member. I was confident that the press would be blown away by it. But, guess what? Nobody cared. I didn’t get any response.
It turns out that journalists do not have the time to read a book about the product launch. They want to get the gist quickly. That’s when I realized that brevity is the essence of, well, press releases.
In more simple terms, a press release is a captivating and succinct news article written by a public relations specialist and sent to certain media outlets to announce something newsworthy. The main goal is to gain exposure in relevant publications and be noticed by a company’s target demographic. Press releases usually include vital news, such as:
- The release of a special report
- A company milestone
- A new product announcement/launch
- A new round of funding
- Announcement of a new executive
- And much more
For instance, Mark Twain once said, “I didn’t have time to write you a short letter, so I wrote you a long one.” And, when it comes to drafting press release content, the same notion applies. It takes skill and experience to write content that’s succinct and impactful.
What Makes a Good Press Release?
A press release is an official announcement that you wish to make public. It could be about a new product, an event, a company update, or anything else that is newsworthy. A typical press release includes a few crucial components:
- Headline: This is your hook. It should be catchy and to the point. Think of it as the tweet version of your news—short and snappy.
- Summary: A brief overview, usually 2-3 sentences, that gives a snapshot of your news.
- Body: This is where you get into the details. You can explain what’s happening, and why it matters, and include any relevant quotes.
- Quotes: A good quote from a key stakeholder adds credibility and a personal touch.
- Boilerplate: A brief blurb about your company, kind of like your company’s elevator pitch.
- Contact Information: Make it easy for journalists to follow up with you.
Although, the length of each of these components contributes to the overall length of your press release. But the question now is how long should it be?
The Ideal Length for A Press Release
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To answer the question above, a press release should be between 400 and 600 words long and no longer than one page, including spacing and layout. With this in mind, you can now concentrate on the content.
This is because most experts think that the ideal length for a press release is between 400 and 600 words. There isn’t much area to work with, so each word counts. According to Cision, 71% of journalists prefer press releases that are under 500 words. It makes sense: journalists are busy people with crowded inboxes. So, if your press release is overly long, it will most likely end up in the garbage.
This 400-600 word range seems to work because it’s enough space to cover the essentials without overwhelming the reader. It’s also easier to digest, which is crucial if you’re hoping for some media coverage. In addition to that, the press release length is brief for several reasons, including:
- Journalistic style: Journalists expect a specific style (typically AP Style) and press release format when they read a press release. They expect clarity, brevity, and relevance so they can quickly and easily understand the main message and whether the news is worth pursuing.
- It’s not a blog: Though it is an obvious statement, it’s worth mentioning that press releases aren’t blogs. They should cover the main message and provide only the necessary supporting details. If you have more to say, expand on the topic in a press release.
- Consumer attention: A normal individual has an attention span of 8.25. With so many competing factors, marketers must do everything they can to get their message across fast and effectively. A press release’s shorter length keeps the material concentrated, prioritizing the core message to ensure that it is comprehended by journalists and customers while respecting their time.
When are Longer Press Releases Necessary?
However, there may be situations when you need to go further distances. I previously worked with a customer who was developing a relatively difficult new technology platform. It had a lot of moving pieces, and we had to explain the technology thoroughly. In that example, we created a longer press release—around 800 words—but utilized bullet points and subheadings to make it more readable.
Another example is when you’re reporting financial results or doing something that necessitates a large amount of figures and data. In certain circumstances, you may need the extra space to express all of the information. Remember to keep it readable even if you ramble on for a while. Use plain language, split up your material, and avoid using too much jargon.
Examples of Press Releases
Looking at more specific and ideal press release examples will give you a better idea of when to use them, the length, and what to include.
#1. Releasing Proprietary Research
Your proprietary research is valuable because it brings something fresh to the topic that a writer may not have heard before, and it incorporates your firm identity. So, make sure your headline reflects the study’s most noteworthy takeaway, and that the body has plenty of information and a link to the full report.
#2. Leadership Changes
Company reorganization, the formation of new departments, and substantial changes in leadership, such as the appointment of a new CEO, are all excellent causes for a press release. Your headline should be simple, and the body should give information about the modifications. Be sure to include plenty of direct quotes from company leadership, too. Example: Cision Announces Cali Tran as New CEO, likewise Zenith Bank Plc has announced the appointment of Dame (Dr.) Adaora Umeoji, OON, as Group Managing Director/Chief Executive with effect from June 1, 2024.
#3. Launching a New Service or Product
Your business works hard on new products and services, which is why launches are one of the most common examples of a press release. It should include a description of the product or service, several quotes, statistics, and facts about its benefits, and a link to where the journalist can learn more. Example: Cision Unveils Guaranteed Paid Placement, Providing Clients with Unmatched Visibility and Control over their Brand’s Story
#4. Winning an Award
Awards are an accomplishment to be proud of, and they are certainly worthy of a press release. Even if it isn’t a well-known prize, you can help journalists learn more about what’s available. Explain the award and why it is essential, and include statements from relevant, high-ranking people in your firm. Link to the page where the journalist can learn more about the award and the organization that bestows it.
Effective Tips for Cutting Down the Length of a Press Release
Imagine you’re a bakery that has recently introduced a breakthrough new line of gluten-free cupcakes. Your press release would not require pages to communicate this great news. You may highlight the growing demand for gluten-free options, your cupcakes’ distinctive flavors, and the fact that they taste just as good as their wheat-filled rivals.
The best is to start with an ideal press release summary with a good length. This is where you will give readers background information that sets the tone for your announcement. Then,
#1. First Paragraph
The first paragraph will then outline the details of your announcement and news. It addresses the 5 W’s; who, what, where, when, and why which make up the foundation of the inverted pyramid.
#2. Second Paragraph
The second paragraph is where you can include a quote and where you begin to back up any claims with additional information.
#3. Supporting Content
The last paragraph should provide readers with more information that supports the overall message of the press release and will encourage people to take a defined action.
For example, if you’re announcing the publication of a new study, include information about the release date and where people can find the information when it’s published.
#4. Boilerplate
Every release should end with a boilerplate that provides a brief description of the company. As you can see, press releases cover a lot of information and it can be easy to exceed the ideal press release length of 300 to 400 words. That’s why writers need to focus on communicating the most important information readers want to and should know.
#5. Write to the Audience, Not the Brand
You want to keep the CEO (and especially the CFO) pleased, but getting good coverage necessitates writing your press release with the media in mind. Effective press releases aren’t for vanity, and they’re not even specifically designed to make the company appear good (though they should). The goal is to transmit news, therefore write to the storytellers first and get them the information they need.
#6. Optimize for SEO, But don’t Make it Your Ultimate goal
A press release can help with SEO, but it should not be written for SEO. When writing for search engines, we frequently need to execute keyword stuffing and satisfy particular word counts. A press release isn’t the place for that.
Here are some additional tips I’ve picked up along the way to help you write effective press releases, regardless of their length:
- Keep It Simple: Avoid typical errors and technical terms unless necessary. Write like you’re explaining to someone who’s not in your industry.
- Use Bullet Points: This helps break up the text and makes it easier for journalists to scan and find key information.
- Add a Compelling Quote: A good quote can make your press release more interesting and give it a human touch.
- Edit constantly: After you write your press release, go back and cut out any unnecessary words or phrases. Don’t be mindful.
- Include Multimedia: If you have relevant images or videos, include them. They can make your press release more engaging.
How many paragraphs is a press release?
A few paragraphs are enough to provide a clear outline of the news, some background information, and a few quotes.
What is the standard for a press release?
The headline is followed by a lead paragraph containing one or two key sentences in which the end of a news event or story is announced first.
What is the difference between a news release and a press release?
A news release covers something that is currently happening or has already happened, a press release covers something that has yet to happen.
Conclusion
Finding the ideal press release length can be a challenge, but it’s all about balancing detail with brevity. Aim for an ideal length of 400 to 600 words, and be sure to cover the key components. Remember, journalists are busy, so keep it concise and engaging. If you need more space, use bullet points and subheadings to keep it readable.
So, the next time you have exciting news to share, ditch the novel-length approach and focus on delivering your message in a way that’s both informative and engaging.
References
- newswire.com
- prezly.com
- ereleases.com
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