When a company or organisation wants to hire PR services, it is often left wondering: how long is a press release supposed to be? But before we continue, we must start with the most basic concept, what is a press release? To put it simply, it is an elementary tool to address the media.
A press release is a company or organisation introduction letter to the media and, therefore, to its potential audience. In this way, the tool allows the brand to become known and expand its recognition beyond its current limitations.
Given the characteristics of the press release, it is important to use this tool to disseminate the company’s most relevant actions. In order to obtain the greatest possible media interest, our role as a specialised press agency is essential, as we must join the dots between these actions and the current news context.
Brand recognition by the audience is essential to generating a bond of trust with your audience. Which is why the press release plays an essential role in achieving this objective. Depending on the type of industry to which the organisation belongs, the diffusion of the brand in the press media can translate into new allies, consumers, media opportunities, among other benefits.
Although the content of a press release may vary depending on what you want to communicate, there are certain elements that should be included in any case to obtain a better media reception.
- Name of the organisation/company and its experts
To achieve brand visibility, it is essential to include the name of the company. It is also necessary to show its representatives. To share the voice of experts, quotes with information are often included. It is necessary to regulate the information provided so as not to overwhelm the audience. This is why organisations often wonder – how long is a press release supposed to be?
- Indicate the organisation’s strengths
To attract the attention of the press, it is very important to position the organisation’s strengths. This can be demonstrated from different angles. Some trigger examples: are they market leaders? Where are they established? What distinguishes them in the market? Why do audiences choose them?
- Hyperlinks to the company’s website or social networks
To establish a bond of trust with the audience, organisations must show strength. The website is often the institutional framework to achieve this. It is also true that due to the relevance gained by social networks, the public will want to be part of your community on Instagram, Facebook, LinkedIn, etc. Therefore, these links should be available in the press release.
- Linking the brand with the news environment
The role of the press agency is key in this matter. The press is affected by the daily context, so, in order to generate their interest in a certain brand or organisation, it is necessary to detect what links exist between what is happening and their everyday business.
This relationship is established through a deep knowledge of the information ecosystem. This implies studying the topics of interest, the way they are approached, the target audience of these messages, and who are the authorised voices as sources of information, among other elements.
Following the recommendations we have seen, the press release should include: name and representatives of the company, the organisation’s strengths and the links that support its authenticity. The challenge is to provide all this information in a media-friendly extension, which receives hundreds of press releases per day.
In addition, it is important to show how the organisation’s or company’s work is linked to the information provided by the media on a daily basis. This is essential to obtain good results.
For this reason, we suggest that a press release should ideally be between one and three pages long. As public relations professionals, we work proactively to achieve this goal and overcome the difficulties associated with reducing the amount of information without losing the quality of the content.
In conclusion, to achieve brand recognition and expand the frontiers of its potential audience, the role of the public relations agency is essential. Not only will we provide the organisation with excellent content to distribute to the media, but we will also establish a relationship of trust between the brand and its audience.
If your organisation is wondering: how long is a press release supposed to be? We can help you as an expert PR agency to generate the perfect content for your audience.
