A press release is a formal statement provided to media outlets to announce newsworthy events, such as a product launch or corporate milestone. Industry practice strongly favors a one-page document to ensure the news is delivered with maximum efficiency and clarity. While this standard is nearly universal, a two-page length is occasionally permissible under specific, rare circumstances. This deviation must be justified by the sheer volume of non-negotiable information required. Brevity remains the goal, and complexity must justify any extension beyond the single-page format.
The Standard Rule: Why One Page is Preferred
The preference for a single-page press release is rooted in the practical realities of the modern newsroom workflow. Journalists and editors receive hundreds of announcements daily and must process information rapidly to determine newsworthiness. A concise, one-page document facilitates speed and efficiency, allowing media professionals to scan the entire story and grasp the main points quickly.
This structure follows the inverted pyramid style, placing the most significant information—the who, what, when, where, and why—in the opening paragraph. Keeping the document to one page respects the recipient’s limited time and ensures the news hook is immediate. A longer release risks having the core details buried or overlooked, which busy reporters often avoid by discarding the document entirely.
Formatting Constraints and Readability
The physical layout of a press release inherently enforces the one-page limit. Standard formatting includes several mandatory elements that consume vertical space before the main text begins. These requirements include the headline, optional sub-headline, the dateline specifying the location and date, and the introductory paragraph.
At the bottom, every release must contain mandatory contact information for media inquiries and the boilerplate, which is a short, reusable paragraph describing the company. Using standard professional formatting, such as 12-point font and appropriate margins, these required components typically constrain the total word count to between 300 and 500 words. This range fits comfortably onto a single page, making the document easily digestible.
When Two Pages Might Be Justified
An extension to a second page is only warranted when the news is exceptionally dense and the details are non-negotiable for media understanding. This usually arises in high-stakes, complex scenarios, such as major corporate mergers and acquisitions requiring detailed financial and structural context. The length may also be necessary for comprehensive regulatory announcements, like an extensive SEC filing or a detailed FDA drug approval requiring a full explanation of trial data.
In science and technology, a breakthrough discovery or technical innovation may require a second page to outline complex methodologies or specific scientific metrics. The information on the second page must be essential context that cannot be summarized or linked elsewhere without compromising the announcement’s integrity. If the core news can be understood without the extra detail, the two-page format is inappropriate.
Strategies for Managing Extensive Information
When faced with a complex topic, the goal is to maximize the information conveyed while minimizing the press release word count. A primary strategy involves utilizing embedded links to supplementary material, which moves extensive data off the page but keeps it accessible to the journalist. This supplementary content can include charts, data sheets, white papers, or detailed executive biographies.
Quotes should be limited to two, serving as concise soundbites that add color and context, rather than lengthy blocks of text repeating facts. Background information should be edited ruthlessly, ensuring only immediately relevant details remain. Using bullet points is another technique that improves scannability and conserves space.
Using Bullet Points
Bullet points can be used effectively to present lists of:
Product features
Statistics
Key milestones
Essential Components of a Multi-Page Release
If the complexity of the news genuinely requires a second page, specific technical formatting rules must be followed to signal continuity and maintain professionalism. At the bottom of the first page, the writer must place a continuation marker, typically a centered phrase such as “(—more—).” This marker alerts the reader that the story is not yet complete.
The top of the subsequent page must include a header containing the company name, the date, and a page number, such as “Page 2 of 2.” This prevents pages from being separated or confused. The text should continue fluidly from the first page, and the entire release must conclude definitively with one of the standard closing symbols, either “###” or “-30-,” centered below the final line of the body text.
Alternatives to the Traditional Press Release
The digital landscape offers several alternatives for distributing extensive information without violating the single-page expectation. Public relations professionals frequently use digital newsrooms or comprehensive media kits hosted online. These platforms provide limitless space for supplementary materials, including high-resolution images, videos, and detailed backgrounders.
A dedicated landing page allows the full story to be told, while the concise press release serves as the initial alert and directional tool. Leveraging these digital assets allows communicators to provide necessary detail and depth to a journalist without overwhelming them with an overly long traditional document.