What Is the Ideal Press Release Length?
A press release is a compelling and concise news story that’s typically written by a public relations professional and distributed to targeted media sources to announce something newsworthy.
The overarching goal is to get coverage from relevant publications and be noticed by a company’s target audience.
Press releases typically cover important 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
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.
How Long Should a Press Release Be?
The ideal length of a press release is between 300 and 400 words and should be no longer than a page with spacing and formatting taken into consideration.
With this in mind, writers must now focus on the content.
Why aren’t press releases longer?
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: The average person’s attention span is 8.25. And with competing stimuli, brands need to do what they can to get their message across, and quickly. The shorter length of a press release keeps the content focused, prioritizing the main message to ensure it’s understood by journalists and consumers, respecting their attention.
Tips for cutting down the length of a press release
Press release summary
Begin with a press release summary. This is where you can provide readers with supporting information that sets the stage for your announcement.
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.
If you’d like to learn more about the basics of the inverted pyramid, download our Smart Start today.
Second paragraph
The second paragraph is where you can include a quote and where you begin to back up any claims with additional information.
Supporting Content
The last paragraph provides 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.
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 it’s important for writers to focus on communicating the most important information readers want to and should know.
If you’re new to press release writing or need support in optimizing your press releases to generate earned media attention, contact us today.
