The long answer: Most press releases are between 300 and 500 words. Some writers get carried away and write 800+ word press releases. Unless you have something very valuable to say that is truly deserving of the extra effort, don’t go above 400 words for any press release you send out.
The Basics of a Press Release
A press release aims to inform the media about your news. You want them to transform your news into a story so people may learn about it.
Press releases work well since you can control the narrative. You get the chance to express your viewpoint in your own words.
However, only a few press releases manage to get widespread attention. Most journalists tend to take only a couple of seconds to scan through the release. They won’t read each word and discard anything that doesn’t pique their interest.
Press releases should therefore be extremely well written. Things like spelling and grammar mistakes should be avoided, and appropriate facts should be provided.
While you don’t have to stress about each word, you should aim to write for a broad effect to attract the journalist’s attention.
Press Release Length and Details
The optimal press release length is no more than one page. In other words, the press release should be approximately 400 words. The 400 words should also be divided into three or four paragraphs.
The first paragraph should be about the primary announcement. It should explain why the news matters, ensuring all the 5 w’s are highlighted. Start with the lead news to get the reader’s attention and provide in-depth information.
For the second paragraph, give evidence to back up your claims. You can provide evidence like studies, surveys, and other materials. Remember that most journalists prefer press releases with graphics and other multimedia so remember to include them in this section.
In case you need to provide additional information, you can do so in the third paragraph. If not, you can end the press release with a call to action. The goal is to provide the reader with enough information that will make them contact your business.
Lastly, add your boilerplate, which tells the readers how to get in touch with your business or company. This section should contain your contact information and the person to reach out to.
If you adhere to this format, you shouldn’t have a problem hitting the 400-word count limit since the boilerplate information also adds to the word count.
Writing Too Much
In case you have more pertinent information that would need the press release to go over the recommended one page, consider releasing it as a blog post or divide the press release into two. The press release should provide only critical information, and fluff should be completely eliminated.
The introduction is the main priority and should be kept under three sentences long. You should get right to the key point and avoid getting bogged down by the nitty-gritty details.
Write in an active voice to help reduce the word count and be on the lookout for any opportunity to reduce the word count.
Writing Too Little
When writing an effective press release, you don’t need to give your whole story. The objective is to grab the reader’s attention and have them contact you.
Suppose you don’t have too many details, include information that appeals to your reader’s interests. One way of doing this is to carry out interviews and get quotes from people your audience trusts.
Remember that both the headline and subtitle are part of the word count. Headlines shouldn’t be over ten words long, and you should include your business name while baiting the reader.
Subtitles only need to give more context about the headline and should be under twenty words. While the goal of the press release isn’t to explain everything to the reader they should understand the message.
Writing a short press release is far better than a long one since many readers usually only skim through it and are likely to discard it if it looks too long.
Press Your Advantage
While press releases are significantly cost effective, the main challenge is how to fit your message within the 400-word count.
The 5 w’s should be your guide, so make sure you leave out all unnecessary information and use the active voice. If the press release length is under 400 words, add related facts while maintaining a smooth transition between paragraphs.
Choose experts like Press Reach, which has decades of digital marketing experience, if you want your business to get the necessary media attention.
Featured Image- Megapixl © Edhardream
