How long should a press release be?

When writing a press release, one of the most important questions is: how long should a press release be? Although there are no strict rules, it is crucial to find a balance between conciseness and providing sufficient information. A press release should be short enough to capture the journalist's attention, yet complete enough to clearly convey the news.

In this blog, we discuss what the ideal length for a press release is and why this is important for the success of your PR strategy.

A press release should generally be between 300 and 500 words. This equates to about one A4 page. This length is long enough to convey the main details of your message but short enough not to overwhelm the reader. Journalists receive dozens, if not hundreds, of press releases daily, so it is important to get to the point quickly.

When writing a press release, it's essential to focus on what is really important. You only have limited space to convey your news, so conciseness is crucial. The ideal press release length ensures that your core message is immediately clear, without unnecessary information that can distract attention.

While the length of the press release is limited, it still needs to contain the right elements. These are the essential components:

• Headline: A short, powerful headline that summarizes the core of your news.
• Introduction: An introduction of one or two sentences sharing the most important information. Answer the 5 W's here (Who, What, When, Where, and Why).
• Body: Provide more details about the news you are announcing. Start with the most important information and then move on to secondary details.
• Conclusion: A brief description of your company or a “boilerplate” stating who you are and what you do.

A press release should be structured so that the most important information is always at the top. This is crucial because journalists often spend only a few seconds scanning a message before deciding whether it's worth reading further.

The length of a press release is important because it must capture the attention of the journalist or editor in a sea of information. Journalists often work under tight deadlines and do not have the time to sift through long, cumbersome texts. If your message is too long and wordy, you risk it being quickly set aside.

A short, concise press release makes it easy for journalists to quickly grasp the core of the story. This increases the chance that your message will be picked up and processed into a news article or other type of media attention.

It can be tempting to cram as many details as possible into your press release, especially if you're excited about the news you're sharing. But remember that less is often more. Focus on the essence: what does the reader need to know? What makes your news relevant and interesting?

A practical example: Suppose your company is launching an innovative new product. Instead of delving into the technical specifications, focus on the core message. For example: "Company X launches a new tool that helps businesses save 20% on their monthly costs." This immediately tells what the product does and why it is important, without unnecessary details.

An effective press release is short, powerful, and to the point. With a length of 300 to 500 words, you keep the journalist's attention and convey your message clearly. It's important to find the right balance between brevity and providing enough information. Ensure the most important information is always at the top and that your press release is structured for quick understanding.

At Presscloud, we are happy to help you write and distribute effective press releases that capture media attention. Whether you are launching a new product or making an important company announcement, with the right tools and strategy, you make an indelible impression.