Only half of all emails are viewed on a computer—including your press release. Use these tips to up your public relations game for the mobile age. Journalists will thank you.

1. 45%OF MY
PRESS
RELEASES
ARE OPENED ON A
MOBILE PHONErachaelpr.com

2. 5 TIPS FOR PRESS
RELEASES IN THE
MOBILE AGE
Write for
the screen,
not the page.
rachaelpr.com

4. Most people are still writing
press releases for an 8.5" x 11"
sheet, even though the days of
sending page-long faxes are
over.
Think about the platforms your
release will be viewed on. It's
likely to be opened on a phone
screen—much smaller than a
sheet of paper.
PR FOR MOBILE
rachaelpr.com

5. How many scrolls
does it take to get
to the bottom of
your press release?
rachaelpr.com

6. In the old days, the optimal
press release was a one-page
sheet that was faxed to
newsrooms.
Now that reporters on-the-go
read releases on mobile phones,
you should make the messaging
choices it takes to shorten yours.
If your release is ten scrolls long,
don't expect it to be read.
TIP 1: KEEP IT
SHORT.
rachaelpr.com

7. REPORTERS CAN GET
HUNDREDS OF PRESS
RELEASES A DAY. THEY
AREN'T GOING TO READ
MUCH OF YOURS.
FOCUS ON PRESS RELEASE REAL ESTATE.
WHAT YOU SEE WHEN YOU OPEN AN EMAIL,
ON A COMPUTER OR PHONE, IS ALL MOST
REPORTERS WILL SEE OF YOUR RELEASE.
DON'T EXPECT THEM TO SCROLL DOWN.
rachaelpr.com

8. On a phone, each line of text fits
five to ten words.
One paragraph on a standard
page can fill an entire screen.
Be sure your release is readable
for mobile by breaking up
paragraphs.
If you're including links, put
them on their own line to make
them easy to click.
TIP 2: MAKE IT
READABLE.
rachaelpr.com

9. ONLY 55.2% OF
OPENED EMAILS
ARE VIEWED ON
A COMPUTER.
Source: Radicati Group, February 2017
rachaelpr.com

10. You're probably already testing
emailed press releases on the
computer before you send them
out.
You should also test releases on
your phone and tablet.
Make sure the formatting and
readability of your release
scales for mobile.
TIP 3. TEST
YOUR MOBILE
RELEASE
rachaelpr.com

11. MOBILE DEVICES NOW
ACCOUNT FOR NEARLY
2 OF EVERY 3 MINUTES
SPENT ONLINE.
SOURCE: comScore Whitepaper, March 2016
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12. Tradition demands a company's
logo and address be placed at
the top of a press release. That's
not strategic for mobile.
Images in your release, when
viewed on a phone, often
expand to fill the screen.
It's best to put all images, even
logos, at the bottom of your
releases now that reporters are
viewing them on phones.
TIP 4. CONTENT
OVER IMAGES
rachaelpr.com

13. NEARLY 8 OUT OF EVERY 10
CONSUMERS WOULD STOP
ENGAGING WITH A PIECE OF
CONTENT IF IT DIDN’T DISPLAY
WELL ON THE DEVICE THEY
WERE USING.
SOURCE:
RULES OF ENGAGEMENT FOR 2016 - ADOBE
rachaelpr.com

14. Responsive design is when a
web page or email can scale
down to the size of a small
screen without damage to
content or formatting.
Mailchimp, which has free and
paid packages, offers templates
with responsive design and a
preview of how your press
release will look on a phone.
TIP 5. USE
RESPONSIVE
DESIGN
rachaelpr.com

15. TAKEAWAYS PRESS RELEASES
FOR THE MOBILE AGE
R A C H A E L P R . C O M

16. PR + SOCIAL MEDIA + DESIGN
RACHAEL
PERROTTA
Communications
Consultant
R A C H A E L P R . C O M