I’d say the more, the better, especially since most releases include too few.
As evidence, I just looked up the latest release from six random but major companies. Here are the results:
1. Microsoft
4 links in 2,000 words (though 3 of the links point to the same webpage)
2. P&G
1 link in 600 words
3. The Red Cross
1 link in 1,000 words
4. Disney
0 links in 450 words
5. Johnson & Johnson
5 links in 2,500 words
6. CVS
2 links in 850 words
I hope you’ll agree that most of these are light on the links. In fact, if you look closely, you’ll see the actual numbers are even lower, since most links simply point to the company’s own website or digital channels.
By contrast, here’s a “real” use of a link, from the first sentence of J&J’s release:
“New data from the Janssen Pharmaceutical Companies of Johnson & Johnson will be presented at the American Society of Clinical Oncology Genitourinary (ASCO GU) 2018 Cancers Symposium taking place February 8-10 in San Francisco.”
