For many companies, the biggest tool to garner valuable media attention is a press release. When done correctly, a PR can yield significant ROI and drive traffic. But the biggest challenge faced by all is –knowing when and how to write one and then distributing it efficiently.
But all these logical hurdles can be overcome by hiring a professional organization with years of significant reputation. Anyone who has given a thought about this earlier must have faced a dilemma.
A very common question: How much should a press release cost?
The answer greatly varies depending on who you ask! The marketers want to get big results on small marketing budgets. This often feels impossible when you hire the wrong company to gain your much-needed exposure. The right company puts your benefit on the priority at a cost-effective price.
When looking out for the best PR distribution service, you might get overwhelmed with the available options. Different agencies are quoting different prices. Therefore, it is suggested to look at the various benefits the company has to offer so that it is worth the price.
Some of you might argue with the free releases. But honestly, the competition to go forward in the market is too high. You can’t just rely on some free distribution and wait for the media people to take notice. Instead, expect to gain high rewards with the paid ones.
Key Tips to follow:
The internet is flooding with the scam. Therefore, don’t forget to check if your chosen agency does any of the following:
- If the company has any additional cost involved in the process
- If the company charges for logo and additional images
- If the company charges for account opening
- If the company charges for keyword research
- If the company allows adding links
Remember that a cheap service provider will only add up to your estimated amount. The key is to find a reliable service at an affordable cost. And, with so many potential elements that contribute to a successful PR, it’s only obvious for the cost to vary.
The right company will focus on the quality and the scope of your PR, and not the price.
Here’s a list of all the elements that impact the cost of the PR:
1. Quality of the PR
The core of your success depends on the PR quality. When you hire a reputed firm to send out your PR, they draft crisp and clean writing that grabs the attention of the targeted audience. Anyone, who has dealt with it before, understands how hard it is to captivate the media’s attention.
Do not expect any low-end PR service to drive your results. A standard PR distribution company will produce quality content and will be responsible for distributing it effectively. They have experienced officials to speculate the market and distribute, and monitor your PR for driving maximum benefit.
2. Scope
Before you ask, why do the agencies charges so much, answer a simple question: Is writing a PR the only thing that matters?
If the answer is no; read ahead. It is equally important to identify the target audience, manage the media relations, develop a strong distribution network, and other factors that drive the attention.
All these elements add up to the scope of your success and hence, the cost. Here’s list of services that increase the scope:
A. Monitoring the News
It is good to find a company that knows what constitutes a newsworthy PR. It requires professionals to research your company's activity. They can thereby send out a PR on new ventures, service launches, executive hires, etc to drive the attention.
B. SEO Help
Google loves SEO. But of course, you need the expertise to enjoy the benefits. A reputed company will carefully optimize your PR that includes:
- Titles/ Headlines
- Descriptions/ Metadata
- Keywords
- Tags
- Backlinks
- CTAs
SEO optimization is crucial to the success of a PR. So, it’s worth paying for it.
C. Targeted Distribution
What if your PR doesn’t hit the right audience? All your effort to keep the costs down will drain away. And, will your brand reputation. The major PR distribution houses have strong distribution networks including in Google News that can offer your tons of advantages.
The higher the distribution, the better visibility you get. So, instead of cutting down the cost, invest in an affordable agency to meet your target.
3. Payment Method
While an hourly rate card can be attractive, but it often means that your writer is inexperienced. An inexperienced writer can give you quality work but at a much longer span.
But when you hire an established company that works with dedicated officials for the specified work, things get done quickly and efficiently.
