I found myself blasting out an email to the team today to remind them of some fundamentals. It occurred to me that I should wrap it into a blog post for future reference.
For trade or technical media you can let it run up to 800 words if there is a lot of technical information that you need to include.
Sometimes a client wants to include all kinds of historical information that isn’t directly related to the story. Counter this by putting it in the notes to editors.
Remember a news release is a door opener. It’s a tool to start a conversation.