How long should a press release be?
You probably know the answer is not too short or too long, but you might not know the exact length you should aim for.
Whether it’s a
merger and acquisition announcement
,
product launch
or a
company event launch
, the
ideal length of a press release is between 300 to 400 words
.
What Determines the Ideal Press Release Length?
It’s easy to say that 300 - 400 words is the ideal length for any press release format but understanding why is just as important.
There are a few factors that lead to this suggestion:
1 - People are pressed for time
– The truth is, people are busy. It's reported that journalists get over 500 emails a day. That’s a lot so you need to stand out. Give readers the details they need quickly.
2 - Information overload
– Too much information makes the reader decide what’s important. You don’t want that. You want to do the work for them. Only share what’s important for them to know.
3 - Information underload
– On the other hand, you don’t want to write a press release that’s so short it says nothing.
4 - Show competence
– If you write a press release that’s too long, it looks like you can’t determine what is important. If you write a release that’s too short, it looks like you don’t have anything to say. That’s why the 300 – 400-word count is the sweet spot. It’s just enough to share your message without going overboard.
How to Structure a Press Release
How do you structure the press release to reach the ideal word count?
You’ll follow the basic press release format of the
inverted pyramid press release
.
But first, let’s talk about the
headline
.
Your headline is what gets people to click or keep scrolling.
How long should a press release headline be?
Fewer than 10 words and between 60 to 85 characters.
It’s important to note that search engines like Google only show the first 70 characters of a headline.
With that said, the shorter the headline, the better.
Now that we’ve addressed the headline, let’s move onto the meat of the press release and start with the first paragraph.
This is where you introduce your reader to the main message of your campaign and employ the inverted pyramid to do so. The inverted pyramid addresses the 5 W’s + How. They are:
- Who?
- What?
- When?
- Where?
- Why?
- How?
Answer those questions in the first paragraph of your press release and you’re off to a good start. That’s because journalists need the answers to these questions to decide if they pursue a story.
Include an SEO keyword in the first paragraph to help your content appear in search results.
Your first paragraph did most of the work and the second paragraph is where you can start fleshing out your story a bit.
Remember, you don’t want to overload people with details. Here are some things you can include:
- Share supporting facts and stats – Statistics can go from interesting to boring quickly. Share statistics that support your message and boost your credibility.
- Quotes – Include a quote from c-level executives or topic matter experts in your company. These quotes should build on the main topic of your campaign.
- Bullet points – Large blocks of text are overwhelming. Break up your content with bullet points to make your information easier to digest.
You’ll round your campaign off with a conclusion and a call-to-action. It’s here you’ll summarize and reiterate your main points. Your press release call-to-action (CTA) should be relevant to your overall message. This helps maximize engagement.
The final piece of your press release is the
boilerplate
. It’s a condensed “About Us” section that shares pertinent information about your company.
How many paragraphs are in a press release?
There is no specific number of paragraphs required in a press release. The number of paragraphs depends on the total word count, with the ideal length being between 300 and 400 words.
Generally, aim for one paragraph per point in your press release. Each paragraph should have between three to four sentences.
This makes it easy for readers to scan your content.
How to Keep Your Press Release Concise
While you may not struggle to get your press release to the 300-word mark, it’s more likely you’ll struggle to keep your campaign short.
If you find yourself at the point where you need to cut down your word count, try these tips to stick to the ideal press release length:
- Write first, edit later. Yes, you want to keep your campaigns within the 300 – 400-word range, but don’t obsess over it. Write your press release first then tackle your editing. If you focus too much on length, you run the risk of your content becoming disjointed and confusing.
- Stay focused. Your campaign should have one, clear message. Everything from the headline to the body paragraphs should mirror this message.
- Include multimedia. High-quality imagery and videos can help you tell your story without increasing your word count. Use multimedia that’s informative and engaging.
Press Release Template
Now that you understand the ideal press release length, let’s put this information to use.
Download our free press release template to help you stick to the most important details and keep your word count between 300 and 400 words.
