A good press release is tight, to the point, and doesn’t waste any words. If your press releases don’t meet this criteria, there’s a better than average chance that reporters will take one quick look at them and move on to the next one. Why? Because reporters are busier than ever before. Every day, even reporters working for the smallest publications get bombarded with press releases, and there’s simply not enough time to read them all. So, if your press release is too long, you’re out of luck. Even worse, if it just looks long, despite having an average word count, you’ll lose the reporter’s interest immediately.
The last point is one I want to focus on today. Sometimes, it’s not about the actual word count of your press release; it’s about how long it looks to the naked eye. In other words, sometimes a press release that’s only 300 words may look like it’s 500+ words because of the way it’s laid out and vice versa.
Presentation matters. Here are some common writing and formatting mistakes that make press releases look longer than they really are:
Be honest: are you guilty of any of these press release writing mistakes?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: http://www.ereleases.com/offer/prchecklist.html