The press release comes with paramount importance for a business or a company that is willing to stand out in the market. The writing comes with a lot of marketing value which makes it highly effective for garnering exposure. PR writing and distribution is a mandatory need for all kinds of businesses and individuals and that is why, there is always a high demand for press release writing and distribution.
When it comes to press release pricing, there are various determining factors for the cost. The budget is a big concern for companies who have tight budgets such as independent businesses and startups. Even the bigger companies look for affordable and effective packages that can help them gain more exposure within a budget-friendly cost. Since writing and distribution both influence the final quote for the PR package; users must be aware of both sides which helps to find areas of securing the budget.
Determining Factors of Press Release Cost
For Writing:
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Quality of Writing
The writing quality of the press release of important for the budget as a high-quality PR can cost you much. Professional writers can offer you high-quality PR that is capable of garnering more attention from the niche market. Therefore, this PR is going to cost you more than a regular PR written by a freelance writer. The quality of the PR is what makes it attractive and effective for the online readers who are going to read it. As a result, the company receives more organic exposure.
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Punctuality in Delivery
You might need a PR to be crafted on short notice and it is an urgent need. The sense of emergency can also increase the value of the content. Just like you, everyone else is also looking for their press release content and it can be delayed sometimes. When the agency or the writer gives timely delivery, the service cost can increase for punctuality. The emergency needs to spike the price even higher than usual. However, it is better to hire someone who values time and can offer you the PR content at the time of need rather than waiting for it aimlessly.
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Number of Wordcount of the Content
Are you trying to make a bulk order? If you are willing to get multiple PR at the same time, it is definitely going to cost you more considering the number of content. But you can also secure some discount in case of big orders. The word count or the length of the content is also the determining factor for cost. Obviously, it is going to cost more when you are trying to get a 2000-word PR than content that comes with 300 to 400 words. However, it is recommended to opt for 300-350 words only which is optimal for reading for the online users who do not have the patience or time to read a big content.
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PR Writers Involved
The writers involved in the creation press release can affect the price of the package. Experienced writers in the field who have ample experience and knowledge are going to charge you more than a freelancer who has just started. It is recommended to hire a professional agency that has an in-house team of professional PR writers who can offer you exceptional quality while catering to your unique needs and raw ideas. It will cost you some but absolutely worth it considering the results.
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PR Optimization
One of the biggest ingredients of the press release is SEO or search engine optimization which helps to rank better on the search engine result pages (SERP). An optimized PR is able to offer more fruitful results with visibility in the market. Therefore, PR optimization can also enhance the cost of the package. Optimization includes incorporating keywords, link embedding, image addition, and many others.
For Distribution:
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Distribution Network
When it comes to press release distribution, the network plays a vital role. An agency that has more credible platforms in its distribution network is going to cost you more than an agency that has only a handful of platforms. A well-paid distribution package can help to send out your PR to over 300+ media and news sites. So, the number of platforms will definitely spike the price. Similarly, guaranteed placements can also increase the price for it as placements ensure more exposure with hosting benefits. The bigger and more effective the network is, the more it is going to cost.
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Industry-Focused Reach
If a PR agency is capable of offering industry-focused distribution, the package can cost more than regular ones. Industry-focused distribution helps to gain organic exposure from the niche markets from where you get not only potential customers but also investors and collaborators who would be interested in your business regardless of the purchase. Such distribution can help to stay in the good books of users as revered in the industry. While some agencies have a diversified distribution network, some agencies can specialize in a particular industry only. Look for agencies that focus on your business and industry.
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Transparency of Results
Your work does not end with distributing the PR as you need to keep an eye on it. However, it is not always possible to monitor the results. There are many agencies that keep 100% transparency with their clients with proven reports. Such PR packages with clarity in results can cost you more than PR distribution that does not show any result. It is important for you to understand where you are doing well and places that still have room for improvement. Therefore, transparency can be a determining factor as well.
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Additional Features
A lot of PR agencies offer additional services along with distribution which can affect the price of the package. Mobile distribution, SEO audit, social media buzz, scheduled distribution, etc, and many other features can be included in the package which improves its efficiency and effectiveness.
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Analytics and Insight
PR distribution does not become successful overnight but requires consistent approaches. You cannot achieve your business goals with just one distribution but you have to apply for multiple. However, you also need to learn each time for the data gained from distribution. With the help of analytics, it is possible to know about your PR readers or the potential users who are interested in your business. Starting from their source to preferences based on different demographics; you will have a better idea to make your net distribution more effective with the help of critical insights that you gain from the analytics. Companies that offer the benefits of analytics and insights can also charge you more than the agencies that don’t.
Some Effective Tips to Reduce the Price Point
- Write Your Own - It might sound crazy but that’s the best way to reduce cost. Writing your own PR will help you cut down the cost of writing and you can invest only in distribution. Make sure to follow the right format and elements that reflect the authenticity of the press release content.
- Pitch to Journalists - Journalists and reporters are always in search of new updates and the latest developments in the niche industry they work in. You can look for journalists who focus on your niche. Shortlist them along with their email IDs and pitch your press release to them via email. This way, you can get the benefits of distribution without paying any money. They can help you secure more organic exposure that stays with a lasting impact.
- Share PR on Social Media - Social media platforms such as Facebook, Instagram, Twitter, etc are the potential hubs of online users and these platforms can help to gain a lot of traction. Online users are more likely to stay active on these platforms which offer a greater chance to reach them effectively. This offers a free chance to get online exposure and potential customers without spending any.
- Utilize Special Discounts - Most professional agencies offer seasonal discounts to make sure their clients can find more financial advantages. You should wait for these special discount offers to buy the packages at a lower rate than the fixed one. This way, you can save more while not compromising on the benefits you gain.
- Long-term Communication - Even if your distribution is over; make sure to keep the close communication or long-term relationship with the agency you hired since customer loyalty can also help you get additional discounts and extra advantages.
Final Thoughts
Press release writing and distribution prices can differ from one agency to another but it stays reasonable mostly for the business owners. It is recommended to hire an agency that is well-versed in the field and offers effective as well as affordable PR packages for all.
