In today’s fast-paced media and digital communication, the press release remains a timeless and powerful tool for sharing your message to the world. It’s still an essential component in any press office, allowing you to quickly publicise information of interest to a broad audience. Whether distributed through press platforms or personalised sell-ins, crafting the perfect press release is akin to an art form. Every word counts, and precision is key.

So, how long should a press release be? Let’s dive into this essential question and unlock the secrets of crafting a compelling press release that not only captures attention, but holds it, too.

In a world where attention spans are fleeting, brevity is your best friend. The optimal length for a press release typically falls within the range of 800-1,000 words although this will depend on the release. Less is often more when it comes to a great press release, and avoid writing too much, as it could then turn into a more lengthy press pack, which can exceed 2,000 words. The smaller word count allows you to convey your message effectively without overwhelming your audience with superfluous information.

A key feature of a press release is the bullet points at the beginning, highlighting essential information for journalists to determine their interest in the story. They’re also particularly useful if you’re including figures or statistics in the press release as the sentences in the bullet points don’t need to be full or embellished – in fact, most bullet points are short, clear statements that communicate the important facts within the release.

After that, start with a strong headline. The headline is the very first thing anyone encounters when they see your press release. It should be crisp and eye-catching, and offer a preview of what the release is all about. The headline should compel the reader to continue, enticing them with the promise of a story they don’t want to miss. Also, if it’s hard to think of that perfect headline to start with, begin writing the main body of the press release first; sometimes the title / headline becomes easier at the end of the process.

In the first paragraph, get to the point and omit unnecessary background information. This – along with any other additional information – can always be included in the ‘notes to editors’ section at the end, if necessary. Journalists and readers alike have little time to spare, so lead with your most crucial details. The first sentence serves as the hook, so it’s vital to make it attention-grabbing. Follow the ‘five Ws’ (who, what, where, why and when) to write a compelling first line.

When describing the main content, it’s always tempting to squeeze in one or two more sentences, an adjective or a buzzword, but be careful with this, as you want to always be sure that whatever content you’re adding is not at the expense of information that could be more important. At HBPR we find this approach follows the ‘inverted pyramid’ style of writing: starting with essential details and providing additional context and specifics in the following paragraphs.

Don’t forget to tell a compelling story. While brevity is essential, don’t forsake the narrative of your press release. Weave it in such a way that it tells a captivating story. Explain the significance of your news, its impact, and why readers should care. Following that initial hook, you can incorporate supporting details. This might include statistics and background information, ensuring each piece adds value to the story.

Quotes are an integral part that should provide further insight and opinion. They are always helpful as they shed more light on the topic and offer a point of view from a key member of the organisation that journalists can then use as part of their article. They are generally included following the main body of the content before ending the piece strongly. As you near the end of your press release, recap the key points and finish with a powerful conclusion – this is your final opportunity to make a lasting impression on your audience.

In conclusion, the ideal length for a press release is concise yet comprehensive, and it all starts with brevity. Strive for a word count between 800 and 1,000 words, focus on a compelling story, and always keep your audience in mind. By adhering to these principles, you can effectively communicate its message and capture the attention of journalists and readers alike. Remember, the power of brevity and a compelling narrative can work wonders for your press release, helping you reach your audience with maximum impact.

Here at HBPR, we pride ourselves on crafting exceptional press releases tailored to a wide audience. Our commitment revolves around delivering exceptional work to our clients, all while eliminating the burdensome overhead expenses often associated with retainers. We offer project-based solutions for a wide spectrum of products, services and launches within the automotive and lifestyle sectors. If you’d like any further information, please get in touch at hannah@hannahburgesspr.com. Our door is always open.