Press releases are the best marketing tools for businesses and individuals to achieve the maximum amount of online exposure through press coverage. There are different aspects that you should keep in mind before issuing a press release. The most important thing that you should consider is the pricing of press release distribution. Many organizations do not bring press release pricing under consideration while they think about issuing one. Different factors influence the pricing of PR distribution. To get maximum return on investment, you need to understand the factors of PR distributing price first.
Factor 1. Quality of Writing
The success of a press release depends greatly on the quality of its writing. No matter how many media outlets publish your story, at the end of the day, neat and crisp writing is what the audience judges you by. There are thousands of similar companies, products, and services available in the market. If the readers do not find your content compelling enough, they will simply move on to the next one. People might think that PR writing is easy. But press releases follow a particular format that is recognized globally. So the pricing of a PR depends on the quality of its writing.
- You can go for freelance writers if you are tight on budget. But do good research about the writer before you hire one. Make sure they work in your field.
- Go for experienced and professional PR services for more effective and journalistic press release writing.
Step 2. Scope
The story of your press release plays a major role. You need to identify the trends and topics that are demanding to the media houses at the time. If your story is connected and relevant to those events it will have better chances of getting picked by the media outlets that you want. The price of issuing will also decrease depending on the factor. There are other scopes that you can avail of to reduce the price of PR distribution. You need to build better relations with the news outlets and distribution network to lower the pricing.
- Follow all the events within your company to find newsworthy stories.
- Be informed of the current trend so that you can craft a press release around the matter. It will make your PR more relevant to the readers.
- When you send your PR to the journalists provide them with a media kit containing all the information about your company. Journalists will appreciate your efforts. You will be able to make a good impression on them.
- Optimize your content to make them appear higher on the search results. Add keywords to your story to increase their online exposure.
Step 3. Paying Method
The paying method of a press release affects the pricing in various ways. Different ways are commonly used in the market.
- Hourly and Flat Rate. You can either pay the writer on an hourly basis or a flat rate basis. Paying hourly is a lot lesser than a flat rate but this way the writers do not have much time for research. On the other hand with a flat-rate service, you can be assured of the quality of the writing
- La Carte and Retainer Service. In a la carte service you pay for a single PR writing. In a retainer service, you pay for a series of press releases over a while. Retainer services are better because that way the company gets a full idea of what your brand is about. So they can provide you with a better writing service.
Factor 4. Quality of Distribution
Press releases should be distributed to media outlets and websites that are frequented by the target audience. The press release distribution price depends on their distribution syndication. Blindly distributing a press release to as many websites as possible will not get you the desired result. Go for a press release distribution agency that has in-depth knowledge of your target audience and industry.
- Find out which media outlets the service distributes to.
- Find out if they offer SEO services for your press releases.
- Make sure the service share the press release syndication data with you.
