The Two-Page Press Release

Be the First to Comment

Although we at Press-Release-Writing.com most often recommend the one-page press release for its attention-getting efficiency, we recognize that there are times that two pages are necessary. For example, when including a letterhead and/or a banner heading with large or fancy lettering, space frequently becomes a limited commodity. The engraved or printed headings, however, have an important role to play as well, in some cases. This is especially true for companies that carry recognizable or distinctive logos that they wish to retain.

With limited space, the inevitability of two pages ensues. But keep in mind that the choice must be made ahead of time. It’s often a trade-off, space sacrificed for the sake of company pride. Or maybe it’s extra information that you include as standard practice.

For example, Costa Cruise Lines recently sent us a press release that was two pages long. The heading was large and important and most attractive with a cobalt blue border. At the top of the page was the contact information, in smaller print. The bottom of the page gave the company name, address, phone, fax and Web site, in smaller print yet. While all this limited the white space for print, it also enhanced the readability and attention-getting quality of the release. On the second page that contained just four short paragraphs, there was an Editor’s Note informing of the availability of photos including a number to call. At the very bottom of the second page was a blurb about Costa Cruises being a member of a prestigious Cruise Line alliance, along with a listing of its five other members.

Clearly, the above example was a choice made by the public relations firm or by Costa itself. The reasoning is sound and the result achieved is the addition of a combination of extra important information and a visually attractive press release.

Carnival Cruise Line also sent out a recent two-page press release with its well-known logo and a line beneath that reads “the most popular cruise line in the world.” This one actually went to three pages but it was handled by printing on both sides of the first sheet and letting a small residual carry over to the second sheet.

Carnival used a somewhat large logo of the World’s Leading Cruise Lines along with the blurb in smaller print on the bottom of the last page about being a member of this prestigious (in cruising circles) association. This choice added to the extra length of the press release.

In essence, it was a two-page release. In other words, the media person receiving it had only two sheets to deal with instead of three, a definite plus. Though not many people we know like three-page press releases, they will tolerate two-pages if the extra length is justified, as in the two examples cited here.

So the next time you consider going to two pages in your press release, give it careful consideration to be sure the ‘trade-off’ is worth it.