Press Release Length: How Much Is Too Much?

In today’s fast-paced media environment, crafting a compelling press release is an essential part of any successful public relations strategy. But one critical question often arises: how long should a press release be? Length is a vital component that can determine whether your release gets read, shared, or ignored.

If it’s too short, your message might come across as vague or incomplete. If it’s too long, journalists and editors may not bother to read it in full. So, how much is too much? Understanding the ideal length, format, and purpose of a press release is the key to ensuring it is both effective and professional.

The Ideal Length: 300 to 500 Words

The widely accepted standard for a press release is between 300 to 500 words. This range is long enough to convey your message with the necessary details while remaining brief enough to keep the reader’s attention. Most journalists are busy and receive dozens, sometimes hundreds, of emails and press releases every day. A concise and focused release helps them quickly determine whether your news is relevant to their beat and worth covering.

In terms of format, this word count typically translates to a single page—another unofficial rule in the PR world. Editors and reporters appreciate press releases that can be digested quickly and easily, without scrolling through multiple pages or sifting through paragraphs of unnecessary fluff.

Following a Clear Structure

Sticking to a clear, professional structure can help you keep your press release within the ideal word count. A typical format includes:

• Headline (6–12 words): A strong, informative headline that grabs attention and hints at the story’s value.

• Subheadline (optional): Offers additional detail or context that supports the headline.

• Dateline and Lead Paragraph (30–50 words): The opening paragraph answers the five Ws (who, what, when, where, and why) and sometimes the “how.” It provides the most critical information right away.

• Body (2–3 paragraphs, 200–300 words): This section elaborates on the announcement, includes quotes from company representatives or stakeholders, and provides context or background information.

• Boilerplate (around 50–75 words): A standard paragraph at the end that describes the company or organization issuing the press release.

• Contact Information: Typically includes the name, email, and phone number of a media contact person.

Sticking to this format naturally keeps your release focused and concise. It also makes it easier for reporters to extract the most relevant information quickly.

Why Going Too Long Can Hurt Your Story

While it might be tempting to pack your press release with every detail imaginable, excessive length can work against you. Press releases that are overly long—say, 700 to 1,000 words—run the risk of diluting the main message. When a press release becomes a wall of text, readers are likely to skim or abandon it entirely. Worse, journalists may overlook your story in favor of a more concise release that gets to the point faster.

Long-winded press releases also tend to contain marketing jargon or unnecessary background information that doesn’t serve the main announcement. This makes it harder for reporters to understand what the actual news is, which defeats the purpose of sending a press release in the first place.

When a Longer Press Release Might Be Justified

That said, there are situations where a longer press release may be appropriate. In cases where announcements are complex or involve multiple stakeholders, a press release may extend to 600–800 words without becoming overwhelming. For example:

• Product Launches with Technical Details: If you’re introducing a new piece of software or hardware, you may need more space to explain features, compatibility, and user benefits.

• Financial Reports or Earnings Releases: These often require detailed statistics, comparisons, and quotes from executives or board members.

• Legal or Regulatory Updates: Sometimes, you’re required to include formal language and full disclosure, especially in government or corporate filings.

• Joint Ventures or Partnerships: If multiple organizations are involved, you may need to include multiple quotes, background details, and future plans.

Even in these cases, aim to keep the release tight and consider offering detailed background information as an attachment or via a link to your company’s website.

Using Quotes and Multimedia Instead of More Words

Instead of adding wordy paragraphs to explain a concept, consider using direct quotes or multimedia elements to enhance your message. A well-placed quote from a CEO, spokesperson, or subject matter expert not only adds credibility but also helps break up the text and make it more engaging. Try to keep quotes concise, relevant, and conversational—ideally between 30 to 50 words.

Additionally, include links to visual assets such as high-resolution images, infographics, demo videos, or product photos. These can add tremendous value and provide journalists with the content they may need for their story, all without extending the length of your actual press release.

Ways to Keep Your Press Release Concise

Even if you have a lot of information to share, there are several ways to keep your press release within the ideal word count:

• Avoid Redundancy: Say everything once, and say it clearly.

• Eliminate Jargon: Write for a general audience. If a term needs to be explained, it probably doesn’t belong in a press release.

• Stick to One Story: Don’t try to announce multiple unrelated items in a single press release.

• Use Bullet Points: If you must list features or benefits, bullet points can help summarize them quickly.

• Write in Plain English: Clear, direct language is more effective than flowery or overly technical prose.

• Edit Ruthlessly: After writing your first draft, go back and cut anything that doesn’t support the main message.

Supplemental Materials for Added Detail

If you’re concerned that your press release is too brief to tell the full story, consider including additional resources instead of extending the word count. These could be:

• Fact Sheets

• FAQs

• White Papers

• Product Specifications

• Links to Web Pages or Case Studies

By keeping the press release short and directing readers to supplemental materials for more detail, you offer journalists flexibility without overwhelming them.

Think Like a Journalist

One of the most effective strategies in determining the appropriate length of your press release is to put yourself in a journalist’s shoes. Ask yourself:

• What is the core news here?

• Is this information useful and relevant?

• Can I find the main points within the first few sentences?

• Are there unnecessary details that can be cut?

Journalists look for clarity, speed, and value. Your job is to deliver that without distraction.

The ideal length of a press release is typically between 300 and 500 words, enough to share essential information, context, and quotes without overwhelming the reader.

Press releases should be structured efficiently, focused on a single message, and tailored to the needs of the media. While there are scenarios where a slightly longer release may be justified, these should be the exception rather than the rule.

Ultimately, the goal of a press release is to spark interest and encourage media coverage, not to tell the entire story. You can always include links to additional materials or offer to provide more information upon request.

In public relations, less is often more—especially when you deliver the right message to the right audience in the most concise, compelling way possible. By respecting your audience’s time and focusing on clarity, you improve your chances of getting the media attention your story deserves.