» Counting on Word Count

Counting on Word Count

Posted on: Dec 10, 2013

word countWhat goes into a perfect news release? Style? An eye-catching headline and perfect grammar? Every element is important, but the word count (or length of your news release) is the most crucial component of all.

Interestingly, writers often ignore the length of their news releases. But most editors and reporters only spare about five seconds to scan content in order to determine if it is newsworthy. The longer a release, the less chance it will be read. So, aim for between 300–500 words. Such a limit also makes content more concise; any single release over 500 words is usually redundant.

A news release should be issued on one single page that can be scanned for highlights and relevance. Focus on the basics: Who, What, When, Where, Why and How. Create short, easy-to-read paragraphs.

Only include relevant, newsworthy details in releases. Resist the temptation to explain the whole story behind the story. Instead, aim to garner media attention and an interview, where all of those details will become appropriate. Reread your work, and strip any hype, fluff, fill words and jargon from it. Then, rewrite the release to make the simple basics flow.

Think such revisions would not make much of a difference? Properly written news releases can deliver up to 25 percent of a law firm’s website traffic and help to increase the conversion rate. With targeted, relevant news releases, a law firm can garner more valuable traffic.

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Posted in Legal Marketing, News Publishing

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