{"id":30143,"date":"2022-07-19T10:19:06","date_gmt":"2022-07-19T14:19:06","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=30143"},"modified":"2023-12-27T12:11:40","modified_gmt":"2023-12-27T16:11:40","slug":"ideal-paragraph-length","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/07\/ideal-paragraph-length\/","title":{"rendered":"What\u2019s the ideal paragraph length for press releases?"},"content":{"rendered":"<h2>And how long should the lead be?<\/h2>\n<p>Quick! Which of these paragraphs would you rather read? This 11-word paragraph, from <em>The New York Times<\/em>?<\/p>\n<figure id=\"attachment_30144\" aria-describedby=\"caption-attachment-30144\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30144\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/ideal-paragraph-length\/ideal-paragraph-length-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length.png\" data-orig-size=\"400,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ideal-paragraph-length\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;How to write short press release paragraphs&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length-300x225.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length.png\" alt=\"Ideal paragraph length\" title=\"Ideal paragraph length\" width=\"400\" height=\"300\" class=\"size-full wp-image-30144 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length.png 400w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length-300x225.png 300w\" data-sizes=\"(max-width: 400px) 100vw, 400px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 400px; --smush-placeholder-aspect-ratio: 400\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30144\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/ideal-paragraph-length\/ideal-paragraph-length-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length.png\" data-orig-size=\"400,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ideal-paragraph-length\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;How to write short press release paragraphs&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length-300x225.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length.png\" alt=\"Ideal paragraph length\" title=\"Ideal paragraph length\" width=\"400\" height=\"300\" class=\"size-full wp-image-30144\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length.png 400w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/ideal-paragraph-length-300x225.png 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/noscript><figcaption id=\"caption-attachment-30144\" class=\"wp-caption-text\"><strong>They snooze, you lose<\/strong> Hit return more often to make your news release paragraphs short and inviting. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/silver-laptop-return-shift-key-detail-5769169\" rel=\"noopener\" target=\"_blank\"><em>Image by Anthony Berenyi<\/em><\/a><\/figcaption><\/figure>\n<h5 class=\"standalone\">Until then, Mr. Stratton waits and continues his daily balancing act.<\/h5>\n<p><a href=\"https:\/\/www.businesswire.com\/news\/home\/20161031006312\/en\/Amazon-Web-Services-Announces-Amazon-Wind-Farm\" target=\"_blank\" rel=\"noopener\">Or this 146-word paragraph<\/a> from an Amazon release?<\/p>\n<div class=\"excerptbox\" style=\"border: 1px solid black;\">In November, AWS shared its long-term commitment to achieve 100 percent renewable energy usage for the global AWS infrastructure footprint. Ambitious sustainability initiatives over the last 18-24 months have put AWS on track to exceed its goal of 40 percent renewable energy use and enabled AWS to set a new goal to be powered by 50 percent renewable energy by the end of next year. In addition to investing in wind and solar projects that deliver more renewable energy to the electrical grids that power AWS Cloud data centers, AWS continues to innovate in its facilities and equipment to increase energy efficiency, as well as to advocate for federal and state policies aimed at creating a favorable renewable energy environment. For example, in Ohio, Amazon supports proposed changes to the state\u2019s current wind setbacks law to encourage more investment in new renewable wind power projects.<\/div>\n<h4><strong>Paragraphs are visual cues.<\/strong><\/h4>\n<p>That\u2019s the problem with long paragraphs: Readers make decisions about your message based not on what you said or on how well you said it but on what it looks like after you\u2019ve said it.<\/p>\n<h5>\u201cLong paragraphs are a visual predictor that a story won\u2019t work.\u201d<\/h5>\n<h6>\u2014 Jon Ziomek, associate professor at the Medill School of Journalism<\/h6>\n<p>And paragraph length is one of your message\u2019s most important visual cues.<\/p>\n<p>\u201cLong paragraphs are a visual predictor that a story won\u2019t work,\u201d says Jon Ziomek, associate professor at the Medill School of Journalism.<\/p>\n<p>So how long is too long for a paragraph?<\/p>\n<h4><strong>Write like the <em>Times<\/em>.<\/strong><\/h4>\n<p>We turned to <em>The New York Times<\/em> to find out. We analyzed 99 stories in a single edition of the paper. (We skipped the sports pages.) On that day, the <em>Times\u2019<\/em> paragraph length:<\/p>\n<ul>\n<li><strong>Ranged from 9.6 to 67.5 words<\/strong> long<\/li>\n<li><strong>Averaged 36 words<\/strong> per paragraph.<\/li>\n<li><strong>Weighed in at a median of 37 words<\/strong> per paragraph.<\/li>\n<\/ul>\n<h4><strong>Why are PR paragraphs so long?<\/strong><\/h4>\n<p>PR pros: Take a tip from the <em>Times<\/em> and make your paragraphs short and sweet. Avoid long PR paragraphs like this 108-word paragraph from an SBA release:<\/p>\n<div class=\"excerptbox\" style=\"border: 1px solid black;\">With approximately 60% of formerly incarcerated individuals remaining unemployed one year after release, self-employment must be seen as a viable alternative. The Aspire Challenge will leverage entrepreneurship as a tool to increase economic mobility for returning citizens through intensive entrepreneurial training and counseling and increased access to micro-loans. The competition will award prizes to entrepreneurial support organizations that propose innovative solutions to equipping returning citizens with the tools they need to succeed in entrepreneurship. Components by which the submissions will be assessed include recruitment methods, education\/training delivery, provision of mentoring services, community connections and ways in which participants will be connected to access to capital and financial literacy.<\/div>\n<p>And this 126-word paragraph from Fabletics:<\/p>\n<div class=\"excerptbox\" style=\"border: 1px solid black;\">Adding to the brand\u2019s more than 200% growth over the prior two years since its launch, Fabletics has quickly become one to watch. Its 46% global growth in 2016 is attributed to various factors, including an increase in VIP Memberships, with the brand surpassing its one-million-member mark, and strengthened member loyalty that has resulted in significant growth in repeat shopping behavior. Repeat purchases account for over 75% of the brands\u2019 annual revenue, reinforcing the style, quality, value and overall membership benefits that their loyalists enjoy. Fabletics also saw an overwhelmingly positive response to their continuous focus on product evolution, including improved fit, elevated quality and enhanced design, as well as the launch of their Signature collection of timeless essentials and the introduction of new seasonal styles.<\/div>\n<p>If your paragraphs are 100 and 200 words long, readers will skip them. Instead break up longer paragraphs into shorter paragraphs.<\/p>\n<p>Still concerned about the old hard-and-fast rule of thumb for paragraph construction for academic writing that you learned in English class? A good paragraph has a topic sentence, three developing sentences and a concluding sentence?<\/p>\n<p>This ain\u2019t academic writing! Good writers write press release and blog-post paragraphs that get read. Need a line break? Hit <em>return<\/em> more often. (Add that to your style guide!)<\/p>\n<h4><strong>Make \u2019em punchy.<\/strong><\/h4>\n<p>While you\u2019re at it, why not break up your copy with some super-short paragraphs like these from the <em>Times<\/em>, which weigh in at \u2026<\/p>\n<h4><strong>16 words<\/strong><\/h4>\n<h5 class=\"standalone\">And yet Mr. Monis had repeatedly come to the attention of community leaders and the authorities.<\/h5>\n<h4><strong>14 words<\/strong><\/h4>\n<h5 class=\"standalone\">Its broadband package is also the home to the sports broadcaster ESPN in Britain.<\/h5>\n<h4><strong>13 words<\/strong><\/h4>\n<h5 class=\"standalone\">Glen Hauenstein, Delta\u2019s chief revenue officer, was running with the theme last week.<\/h5>\n<h4><strong>12 words<\/strong><\/h4>\n<h5 class=\"standalone\">In February, the activist investor raised its bid to $21 a share.<\/h5>\n<h4><strong>11 words<\/strong><\/h4>\n<h5 class=\"standalone\">\u201cNo matter what I did, I couldn\u2019t find peace,\u201d he said.<\/h5>\n<h4><strong>9 words<\/strong><\/h4>\n<h5 class=\"standalone\">Apple could pay more than $350 million in damages.<\/h5>\n<p>Now, those are paragraphs that go down easy.<\/p>\n<p>What\u2019s your average paragraph length?<\/p>\n<h3>How long should the lead paragraph be?<\/h3>\n<h5>\u201c\u2018In the beginning, God created the heavens and the earth.\u2019 The creation of the universe has a 10-word lead! So why do you need 40 words to say that your chief accountant has just completed the necessary certification? The answer, of course, is you don\u2019t.\u201d<\/h5>\n<h6>\u2014 John McIntyre, copy desk chief of the <strong>Baltimore Sun<\/strong><\/h6>\n<p>Yet PR pros keep cranking out leads like this 99-word one from an Amazon release:<\/p>\n<div class=\"excerptbox\" style=\"border: 1px solid black;\">Amazon Web Services, Inc. (AWS), an Amazon.com company (NASDAQ:AMZN), today announced that it has contracted with EDP Renewables to construct and operate a 100 megawatt (MW) wind farm in Paulding County, Ohio, called the Amazon Wind Farm US Central. This new wind farm is expected to start generating approximately 320,000 megawatt hours (MWh) of wind energy annually starting in May, or enough to power more than 29,000 US homes[1] in a year. The energy generated will be delivered into the electrical grid that supplies both current and future AWS Cloud data centers. For more information go to [URL].<\/div>\n<h4>How long should PR leads be?<\/h4>\n<p>Keep your release and pitch lead to 25 words \u2014 a couple of sentences \u2014 or so.<\/p>\n<p>Longer, and it starts looking too thick to encourage readership.<\/p>\n<p>Shorter, and news portals might not recognize it as a lead paragraph \u2014 or your release as a release. Google News, for instance, rejects releases that are nothing but bullet points and one-sentence paragraphs. Advisory releases often get rejected for this reason.<\/p>\n<p>To avoid this, start with a \u201creal\u201d paragraph that includes at least two sentences.<\/p>\n<h4><strong>Limit the background in the lead.<\/strong><\/h4>\n<p>One way to take the lead out of the lead: Limit the background to no more than six words.<\/p>\n<p>Background information is any parenthetical information \u2014 information that appears between commas, parentheses or dashes, like this phrase \u2014 including:<\/p>\n<ul>\n<li><strong>People\u2019s titles or ages after their names<\/strong>: (\u201cChris Smith, 29, proofreading guru, says \u2026\u201d)<\/li>\n<li><strong>Boilerplate descriptions of your company or products<\/strong> (\u201cRevUpReadership.com, a toolbox for writers, is now available \u2026\u201d)<\/li>\n<li><strong>Stock exchange symbols<\/strong> (\u201cApple Inc. (AAPL) today announced that \u2026\u201d)<\/li>\n<\/ul>\n<p>That doesn\u2019t mean that these things aren\u2019t important or that you won\u2019t include them in your piece. Just be selective with what and how much you put in the lead. Then move the rest down.<\/p>\n<p>You want your lead to clip along quickly. But background information slows the top of the story down.<\/p>\n<p>If the verb is the story in news releases (and it is), the story (weak though it may be) in this Guardian release got buried under 28 words, 20 of them background information:<\/p>\n<div class=\"excerptbox\" style=\"border: 1px solid black;\">The Guardian Life Insurance Company of America <strong>(Guardian), one of the largest mutual life insurers and a leading provider of employee benefits for small and mid-sized companies<\/strong>, today announced that it will cover 100% of the cost associated with the administration of the H1N1 vaccine for employees and their eligible dependents enrolled in a fully-insured Guardian medical plan.<\/div>\n<p>Now, that story is a far cry from the creation of the universe. But that lead is nearly six times as long.<\/p>\n<h4>Start with a bang.<\/h4>\n<p>And make the most of those first few words. Otherwise, you\u2019ll lose journalists.<\/p>\n<p>\u201cIf the copy doesn\u2019t excite me within 20 words, I won\u2019t read the rest of it,\u201d says one editor quoted by Jack Appleman, president of SG Communications.<\/p>\n<p>Here, by the way, are the first 20 words of that Amazon release:<\/p>\n<h5 class=\"standalone\">Amazon Web Services, Inc. (AWS), an Amazon.com company (NASDAQ:AMZN), today announced that it has contracted with EDP Renewables to construct \u2026<\/h5>\n<p>Snooooooooooooooze.<\/p>\n<div id='MMC-Clear' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-81\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Reach more readers with tight writing<\/h3>\r\n\t\r\n<p>Would your piece be twice as good if it were half as long? Yes, say readability experts.<\/p>\r\n\t\r\n<p>So how long should your message be? Your paragraphs? Your sentences? Your words? What reading ease level should you hit?<\/p>\r\n\t\r\n<p>Learn how to write clearer, more concise messages at our <a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><strong>clear-writing course<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" 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be?<\/p>\n","protected":false},"author":6,"featured_media":30144,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[13062],"tags":[477,243,327],"class_list":{"0":"post-30143","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-paragraph-length-2","8":"tag-paragraphs","9":"tag-press-release","10":"tag-words","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What\u2019s the ideal paragraph length for press releases?<\/title>\n<meta name=\"description\" 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