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What’s the maximum length of a paragraph for PR pieces?

Take a tip from the Times and keep paragraphs short

Quick! Which of these paragraphs would you rather read? This 11-word paragraph, from The New York Times?

Maximum length of a paragraph
Punch out Your news release paragraphs Make them short and inviting. Image by Fabianodp
Until then, Mr. Stratton waits and continues his daily balancing act.

Or this 146-word paragraph from an Amazon release?

In November 2014, 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 2016 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 2017. 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’s current wind setbacks law to encourage more investment in new renewable wind power projects.

Paragraphs are visual cues.

That’s 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’ve said it.

And paragraph length is one of your message’s most important visual cues.

“Long paragraphs are a visual predictor that a story won’t work,” says Jon Ziomek, associate professor at the Medill School of Journalism.

So how long is too long for a paragraph?

Write like the Times.

We turned to The New York Times to find out. We analyzed 99 stories in a single edition of the paper. (We skipped the sports pages.) On that day, the Times’ average paragraph length:

  • Ranged from 9.6 words long (“Turning #IllRideWithYou Into Real-World Action in Australia”) to 67.5 words long (“Russia: NATO Voices Aviation Protest”).
  • Averaged 36 words per paragraph.
  • Weighed in at a median of 37 words per paragraph.

Why are PR paragraphs so long?

PR pros: Take a tip from the Times and make your paragraphs short and sweet. Avoid long PR paragraphs like this 108-word paragraph from an SBA release:

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.

And this 126-word paragraph from Fabletics:

Adding to the brand’s 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’ 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.

Make ’em punchy.

While you’re at it, why not break up your copy with some super-short paragraphs like these from the Times, which weigh in at …

… 16 words

And yet Mr. Monis had repeatedly come to the attention of community leaders and the authorities.

… 14 words

Its broadband package is also the home to the sports broadcaster ESPN in Britain.

… 13 words

Glen Hauenstein, Delta’s chief revenue officer, was running with the theme last week.

… 12 words

In February, the activist investor raised its bid to $21 a share.

… 11 words

“No matter what I did, I couldn’t find peace,” he said.

… 9 words

Apple could pay more than $350 million in damages.

Now, that’s a paragraph that goes down easy.

Get tips on reducing paragraph length.

What’s your average paragraph length?

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