» How long should a press release be?

How long should a press release be?

Posted on: Oct 29, 2012

Press releases are generally 300-500 words, enough to introduce the story, introduce the law firm, share some information, and display a credible quote. But what about longer stories? Is there a benefit to writing 1,000-to-2,000-word news releases?

In spite of traditional wisdom, a recent study by Law Firm Newswire indicates a real advantage to word-heavy press releases. While looking at paid press releases submitted to Law Firm Newswire in the third quarter of this year, they found that longer press releases not only get more traffic, but also get syndicated (both headline and full-story syndication) by more out-of-network websites (websites that do not have publishing agreements with Law Firm Newswire).

When comparing a 400-word press release in the same category to an 1,100-word press release, the 400-word release was syndicated by roughly 300 out-of-network websites. The 1,100-word release was picked up by over 8,000 out-of-network sites. Readership was also higher by about 30 percent. Overall readership was probably much higher, considering the level of syndication, but Law Firm Newswire can only measure readers who read the story directly on their website or via an in-network publisher.

The key to success is quality. A long press release is good for explaining detail changes in the law or explaining a rather complicated process. A good piece will be loaded with highly valuable information that can help a wide array of readers. Opportunities for long releases are not always available, so they should only be used when the topic calls for it.

Proof of this was seen when comparing an informative news release that was 500 words, against a same category news release that was 1,400 words. The author of the 1,400-word press release reiterated similar points multiple times and could have delivered the same message with half of the words. In this case, the more informative 500-word press release outperformed the longer piece in both readers and syndication.

So if you have a lot to say in a long news story, a press release is a great way to get the word out and prove that you are an expert in your field. But if the topic doesn’t call for it, a shorter story could yield better results.

To learn more, visit http://www.lawfirmnewswire.com.

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