There is a moment in every small business press release draft where you think, “This feels too short.” Then you add more. Then you add more. Then you read it again and realize it now sounds like a sleepy brochure.
Press release length is not about hitting a magic number. It is about being long enough to answer the important questions, but short enough that an editor can skim it and immediately understand the story.
So, how long should a press release be for a small business? Here we give real ranges, real rules of thumb, and a simple way to decide what stays and what gets cut.
Contents
The Practical Answer: Typical Word Count Ranges
Most small business press releases perform best when they land in a focused range. Here are useful guidelines.
Ideal Length For Most Small Businesses
400 to 700 words is a common sweet spot. It is enough room for a strong headline, a clear first paragraph, supporting details, one quote, and a short boilerplate.
Short Releases
250 to 400 words can work for very straightforward announcements, especially local events, calendar listings, or simple updates where the facts matter more than the story.
Longer Releases
700 to 1,000 words can work when the announcement is complex, includes multiple stakeholders, or needs more context, such as a multi-partnership initiative, a research report, or a program launch with details and eligibility requirements.
If your release is over 1,000 words, it is not automatically wrong, but it is a signal to ask, “Am I writing news, or am I writing marketing copy?”
Why Shorter Usually Wins
Press releases are written for people who are busy and often skeptical. Editors skim quickly, looking for relevance and clarity. A long press release can feel like work, and work is not the mood most journalists are chasing.
Editors Want The News Fast
The job of a press release is to deliver the core story, not to make the case for your entire business model. If an editor wants more detail, they will follow up. Your job is to earn that follow-up by being clear and credible.
Long Releases Increase The Chance Of Fluff
Extra length often invites vague phrases, repeated points, and promotional language. Those things reduce pickup odds because they make the release feel like an ad.
What Must Be Included, No Matter The Length
A press release can be short and still complete if it includes the essentials. Think of these as non-negotiables.
1) A Specific Headline
Your headline should include who, what, and an outcome, plus location if relevant. Avoid vague hype words.
2) A Strong First Paragraph
The first paragraph should answer: who, what, when, where, and why it matters. If someone reads only the first paragraph, they should still understand the news.
3) Supporting Details
Include a few paragraphs that clarify the impact: what changes for customers or community, what problem is solved, and how people can learn more.
4) Proof Points
Numbers and specifics build credibility. One or two proof points can improve pickup odds and make your release more quotable.
5) One Useful Quote
A quote should explain impact or motivation, not just excitement. It should sound human while staying professional.
6) Boilerplate
A short “About” paragraph that states what your business does, who you serve, and where you operate.
7) Media Contact
Include a name, email, and phone number. Bonus points if the person is responsive.
What You Can Cut To Keep It Tight
If your press release is too long, it is usually because of a few common problems. Here is what to trim first.
Long Backstory
Your origin story is important, but it usually belongs in a blog post. In a press release, keep background to a few sentences, unless the story angle depends on it.
Feature Lists That Read Like A Sales Page
A press release can describe what you launched, but it should not turn into a product sheet. Include what matters most and link to a page with full details.
Multiple Quotes
Most small business releases only need one strong quote. Two is okay if there is a partner involved. Beyond that, it often becomes repetitive.
Hype Language
If you see phrases like “best-in-class,” “cutting-edge,” or “world-class,” ask yourself what fact could replace them. Facts build trust. Hype builds doubt.
Repeated Points
If you make the same point in three different ways, keep the strongest version and cut the rest. Your reader will thank you.
Length Depends On The Type Of Announcement
Different release types naturally call for different lengths. Here are practical ranges by scenario.
Grand Opening Or Event
300 to 600 words often works well. Include event details in a scannable block, then keep the rest focused on why it matters to the community.
New Product Or Service Launch
500 to 800 words is common, especially if you need to explain the problem, the solution, and who it is for. Link out for full specs and pricing.
Partnership Announcement
500 to 900 words can be appropriate if both parties are quoted and the partnership has a clear timeline and outcome.
Award Or Recognition
350 to 650 words is often enough. Explain what the award is, who issued it, and why it matters to customers.
Research, Survey, Or Data Release
700 to 1,000 words may be needed because you have to describe methodology basics and key findings, while still staying readable.
Formatting Tips That Matter More Than Word Count
A 500-word release can feel long if it is a wall of text. A 900-word release can feel readable if it is formatted well.
Use Short Paragraphs
Keep most paragraphs to 1 to 3 sentences. This improves skim-ability, which is what press releases live and die by.
Use Subheads Or Bullet Points When Appropriate
For event details, product highlights, or key points, bullet lists can help. Do not overuse them, but do not fear them either.
Make The Most Important Details Easy To Find
Date, location, and impact should not be buried. Make the core news obvious early.
Link To One Strong Landing Page
Instead of cramming everything into the release, link to a page on your site with deeper details and a clear next step.
A Simple “Right Length” Checklist
If you are unsure whether your release is the right length, use this checklist:
- Could a busy editor understand the news in 15 seconds?
- Does the release include only one main story?
- Is the first paragraph complete and clear?
- Are there at least one or two proof points?
- Is the quote meaningful, not filler?
- Is there any paragraph that repeats what another paragraph already said?
- Do you have a landing page for details you cut?
If you answer yes to most of those, your length is probably fine. If not, the solution is usually not “add more,” it is “make it clearer.”
For small businesses, the best press release length is the one that respects the reader’s time while still delivering the full story. In practice, that usually means somewhere between 400 and 700 words, with clean formatting and strong specifics. Keep it tight, keep it factual, and let your proof points do the heavy lifting.
Frequently Asked Questions
What Is The Ideal Word Count For A Small Business Press Release?
Many small business press releases perform well between 400 and 700 words. Shorter releases can work for simple announcements, while complex stories may need up to 1,000 words.
Is It Bad If My Press Release Is Over 1,000 Words?
Not automatically, but it is a signal to check for fluff, repeated points, or marketing language. Consider linking to a landing page for details instead of stuffing everything into the release.
Should I Keep Press Releases To One Page?
One page is a common goal because it encourages clarity, but it is not a strict rule. Focus on including the essentials and making the release easy to skim.
What Should I Cut If My Press Release Is Too Long?
Cut long backstory, feature lists that read like sales copy, extra quotes, hype language, and repeated points. Keep the news, proof points, and clear next steps.
