While writing a press release, many people come across the question of how long should their press release be. Do they need to explain it more comprehensively or providing brief information would suffice? In this post, apart from addressing the question of the length of the press release, we will also discuss how to make the most efficient use of the length of a press release to convey all the required information effectively.
What should be the length of your press release?
The average length for a professionally written press release should be ideally around 400 words. Whatever be the goal of your press release like announcing a new hire, quarterly results, a new location, a merger, new milestone, a new product launch, etc, you must try to convey the most important points without making the press release extensive.
What if my press release is comprehensive? How to provide more details in a press release?
In general, longer press releases get poor results because neither most of journalists/editors have enough time to read a long press release nor do the readers find it attractive. A good way out to provide more details is to upload the extra details on your website and provide the URL link to this content on your press release. You can also attach a video or PDF with the press release and can give more details through these mediums.
How can I ensure a professionally written press release?
On this site, PressLord.com, you can search for various kinds of press release templates using which you write a press release quickly and professionally. Be it a PR template for a new hire, new location, new product, etc, you will get almost all major kinds of press release templates here that you can edit and make use of.
Disadvantages of a long press release
By writing a long-form press release, you get the following disadvantages
1) Less Distribution
Journalists and editors come across hundreds of press release notifications every day. A big-length press release is a good reason why they will not be interested in reading your press release and this will also impact the number of sites that republish your press release.
2) Less Attention from Readers
People reading things online have a short attention span and a lengthy press release will make many of the readers leave the press release midway. Thus the total views of your PR content will also go down.
3) Less Backlinks and Branding
Press releases are also used to grow the brand value of a business along with growing the backlinks to the site. Longer press release means less distribution which means less brand value potential achieved from a press release. Lower distribution also yields less backlinks than you can otherwise achieve.
4) More Chances of Mistakes
A lengthy press release carries more risk of errors. As press releases are hard to get edited after publication, the increased chances of errors caused by a lengthy press release will bring a bad name to your business/company.
Tip for short and effective press release writing
1) Trim the details
Ask the questions what, when, how, where, why and give 1 (or maximum 2) line response to them. Cut the detailed part of your press release if the length of your press release exceeds 400-500 words. If giving the details is necessary, give the details in a post on your website and provide the link to these details in your press release.
2) Maintain the interest
If there is no good angle to your press release, you will not be able to attain the maximum results from it. A little bit of creativity can magnify the results.
3) Explore the full potential of your headline
Your headline should command the most time and creativity as it is the first spot that readers and journalists will pay attention to. If the headline is similar to the formal press releases that they see every day, your press release will not have the charm to attract readers.
4) Arrange the information correctly
After a creative headline, your most significant part is your first paragraph which must hold the attention of your PR content readers. Therefore, be sure to retain the attention in the first paragraph too after which you can reduce the creative part and can focus more on the core announcement.
5) Use photos/video wherever possible
Many high-end press releases allow multimedia options, so you must use photos and/or videos related to your announcement (if applicable) on your press release to make your multimedia content bring you more benefits.
6) Write with the reader’s intent
The level of interest that your press release will gain will be dependent on what useful people find in your press release content. If the major part of your press release is just about your company/business and its glorification, the number of people finding your press release important will be very small. Hence, you must give good reasons to your PR reader to go through your announcement.
7) Have a few long keywords in mind while writing
Sometimes, press releases themselves start ranking high on Google if they are optimized with a few long keywords related to your business. If your press release successfully achieves such a ranking, the number of visitors to your PR content and website will be much larger than that achieved through a typical press release distribution. So select a few good long keywords (relevant to your PR announcement) and use them in your press release.
8) Trim/remove quotes
Though 1-2 quotes are usually found in most press releases, do not use them if there is nothing special to say about your announcement or if the quote is too generic. You can use just 1 quote if adding an extra quote seems redundant or unnecessary.
For most common types of press release writing needs, you will easily find a press release template published on this site. If you are going to write a press release and want to get some more information on the same, you can email us or can leave your comment in the section given below.