Short answer: YES
As a communication professional, I’ve written and reviewed many press releases. Almost invariably, individuals without a communication background want to include more information than I recommend.
It’s understandable – they’ve worked hard on creating a new product, launching a new program, hosting a competition, earning a big contract, etc. Whatever their big news is, they want to make sure people know about it. Otherwise, why go to the trouble of issuing a press release at all? But here’s why shorter is better when it comes to a press release:
This is the information age
According to a 2015 analysis by the Pew Research Center, “For some groups, especially young adults, those with high levels of education, and those in more affluent households, internet penetration is at full saturation levels. For other groups, such as older adults, those with less educational attainment, and those living in lower-income households, adoption has historically been lower but rising steadily.”
Your audience has access to the Internet, frequently at the touch of a finger and at virtually all times of day and locations. The point of a press release should be to whet their interest, not get lost in the details. Be sure to include a link (or links) to where they can find additional information. There, you can expand on your message with an audience that has already expressed interest.
It focuses attention on the most vital information
Organizations issue press releases rarely. Or at least, that’s what should happen, to capitalize on the real newsworthy activities your company is undertaking. But individuals have many different interests and activities claiming their time every day. As proud as you are of the accomplishment you’re promoting, reading a lengthy press release may not be a time commitment your audience is willing to make. Don’t lose your audience by making them dig through paragraphs of text to find the vital information you are trying to get across.
Office politics does not equal good communication practice
Rarely is one person in total control of a press release from start to finish. This can be a good thing; it’s always a good idea to have at least one person read over your draft to make sure it’s clear and understandable. But oftentimes it can also have negative results. Your press release may be written or reviewed by committee. After multiple drafts or layers of approval, it can be easier to include feedback or toss in additional information to keep everyone happy. While that may sometimes be better for your career and work relationships, that doesn’t necessarily mean that it’s good for your audience.
People have short attention spans
While attention span is hard to measure and there are varying ways to define it, studies have shown that transient attention, a short-term response to a stimulus, can be as low as 8 seconds. After that, your audience has to CHOOSE to focus on what you’re presenting. A long and text-heavy press release can turn them off from making that decision.
Building relationships is key
A press release is one-way communication, an announcement issued out to the world. But a shorter, intriguing press release can drive people to seek out additional information. Whether they visit your website or contact someone within your organization, it’s a good opportunity to interest them further in your organization and begin to develop a relationship.
Takeaway: If you want more people to read your press release, make it shorter and break up the text so it’s easier to scan.
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