The Anatomy of a Successful Press Release: Length, Tone, and Timing Explained

Balazs Slezak
Aug 19
2 min read

In today’s fast-moving media world, businesses, startups, and organisations all face the same challenge: how do you get your story noticed? A well-written press release is still one of the most effective ways to reach journalists, editors, and even direct audiences — but only if it’s done right.

Here’s what makes a press release stand out from the hundreds that land in inboxes every week.

Why PR Still Matters in the Digital Age

It’s tempting to think of PR as “old-school.” After all, we live in the age of social media, podcasts, and influencer marketing. But here’s the truth: earned media coverage is more valuable than ever. When your story is picked up by trusted outlets, it carries credibility, authority, and reach you simply can’t buy with ads.

A strong press release acts as your official, media-ready story — and when written well, it can open doors to both traditional press and digital platforms.

The Ideal Length: Short, Sharp, and Focused

Journalists are busy. That’s why the best press releases are concise, usually 300–500 words. That’s enough to cover the essential “who, what, when, where, and why” while keeping attention.

Think of your press release as a news story, not a brochure. It’s not about selling, it’s about informing in a clear, professional way. The real “selling” happens when the story gets published.

Tone: Professional but Engaging

The best press releases strike a balance:

Professional and factual – It should read like a journalist could publish it with minimal editing.
Engaging and newsworthy – Avoid corporate jargon. Focus on the angle that makes your story interesting to the wider public.

Pro tip: Imagine you’re pitching the story to a skeptical editor who has 30 seconds to decide whether it’s worth covering. If your release passes that test, you’re on the right track.

Timing: When You Send Matters

Distribution timing can make or break your release. Some key rules:

Best days: Tuesday, Wednesday, or Thursday mornings.
Avoid: Friday afternoons (editors are wrapping up) and Mondays (inboxes are overloaded).
Think audience-first: For industry-specific news, align with when your target publications are most active.

Getting this right can significantly increase pickup rates.

The Extra Edge: Multimedia & Accessibility

A plain text release can get lost. A press release with audio, visuals, or video makes it stand out.

An audio QR code lets busy editors listen on the go.
A spokesperson video adds a human element and shareability.
Visuals like infographics or photos increase engagement and publication chances.

These enhancements aren’t just “extras” — they’re often the difference between being read and being ignored.