Great press releases are simple.  Just a few paragrahps, which peak the curiosity of the journalist, prompting them to call or ask for more information.  Too often companies try to cram too many ideas into one release. As Diane Wilhote says:

… when my clients send me a proposed press release that they want rewritten, they are so excited about their business/new idea/upcoming event/announcement that they cram about 20 different ideas into their press release. This makes it not only too long, it makes it confusing.

There is another reason to break the release up into a series of smaller stories.  The constant flow of information conveys the idea that there is a lot going on at your firm!

Looking for samples of press releases?  Check out