Business announcements require an authentic document that has the value of news and is authentic enough the gather attention from the potential readers. A press release is considered to be a legitimate document and marketing tool that is widely used in various businesses regardless of the industry that which it belongs. If you want to create market presence and buzz among the potential customers regarding your business, products, and or services, a PR is highly recommended for the task. Let’s start with the basics.
What is a Press Release?
A press release is a precisely written official document that states about an upcoming event, product launch, re-branding, achievements, or any other business announcements. Applicable to organizations and individuals, this document is distributed over other newswire and media outlets to gain more attention from the potential customers as well as journalists and reporters from the niche.
What’s The Difference Between a News Release and a Press Release?
A common problem that is often noticed by digital marketers is distinguishing between a news release and a press release. Nowadays there are many new terms have emerged in the market such as news release, media release, audio release, press statement, and many others. These are the part of the news media that offers newsworthy information to the readers.
Digital marketers these days are replacing the term ‘press release’ with ‘news release’ since online PR distribution is comprised of all kinds of ‘new media'. On the other hand, some marketers claim that ‘news release’ is the result of changing trends in media. The news release contains newer marketing methods and multi-media attachments which makes it more than a regular or traditional press release. Thus, a news release is considered to be a modern and updated term rather than a press release.
The strategic use of new media is increasing drastically in order to gain more attention from the target audience. Starting from blogs, and social media such as Twitter, LinkedIn, video embeds, etc many other elements are included in a news release and create a notable buzz among the customers. It is also more effective with its download-ability, share-ability, and authenticity as well.
However, New Media is not much different from traditional media, but rather an evolved form that is well adapted to modern marketing techniques. One of the greatest virtues of new media is that it can be generated without any huge organizational support. You need to focus on the release material that helps cross multiple media platforms.
How is a Press Release Distributed?
A press release is an ineffective tool unless it is distributed over relevant media and news platforms. Usually, it is done by a professional agency that distributes the written document over reputed platforms such as newswires and media outlets. If you are looking for the best press release distribution service, go for the agencies that offer guaranteed placement over relevant news and media platforms based on your niche industry. Let’s see if it is done in both cases, a professional approach and a DIY method.
1. Professional Approach
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The client (usually a business organization or individual) can purchase a package of distribution
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Then the PR needs to submit it in order to distribute it
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The organization distributes the PR over reputed news and media platform where it gains more exposure
The professional agencies map out the target audience for each client and figure out the industry before distribution as their goal is to provide only organic and relevant exposure that creates an impact in the market.
2. DIY Approach
You can write a PR of your own and pitch it to the journalists and reporters to get featured. However, the journalists receive a ton of PR every day and your PR can easily get lost among the horde if it is not striking enough. There are many free distribution sites as well. Either way, you require to make some potential research beforehand.
How much Does Press Release Distribution Cost?
The cost of the press release depends on various factors and that is why it is fairly impossible to fixate the value. Usually, an effective press release service will cost you around $200 to $350 on an average for a single distribution. However, it differs from one website to another and on your approach. Let’s take a better look at those factors that determine the price for the distribution.
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Distribution network and placement – Every agency comes with its distribution network and sometimes it can be huge or very small as well. The agency that offers more guaranteed placement costs will definitely cost more. On the other hand, the agencies that possess a small network will ask lesser than big and reputed agencies.
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Relevant distribution – Even though the distribution network is strong enough, every business or organization does not require all the platform distribution. Some agencies try to provide relevant distribution by identifying the niche platforms. In this case, the clients only gain relevant and organic exposure which considers being more valuable.
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Free distribution – Many websites provide free PR distribution to newcomers. However, other businesses can take advantage of it as well. Since it is free, there is no monetary investment but the distribution is not that strong in this case.
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Distribution range and exposure – Some agencies provide regional exposure and some of them offer global exposure. The other websites are capable of providing both. The price of the distribution depends on it as regional exposure will cost you less than global exposure.
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Number of PR – The cost for distribution is also directly proportional to the number of PRs getting distributed.
The cost of press release distribution can be as low as $200 and a maximum up to $ 2500 based on the factors mentioned above.
Where can I get a free press release template?
With a simple search on Google, you will be able to find numerous websites that offer free press release templates. The template of the press release has remained almost similar to the traditional press releases and that is why any person is capable of crafting one. However, the quality of the press release is compromised in that case since you are inexperienced.
It is recommended to take help or consult with a reputed PR agency such as Issuewire to get the best quality PR that can captivate the target audience, including readers, journalists, and reporters.
How do I Send a Press Release?
As mentioned before, the distribution can happen in two ways; through a professional approach which means hiring an agency to purchase a distribution package. You can make research, find a suitable website and send your PR to them for distribution. This also considers some investment since the agency will start working on the distribution.
On the other hand, you can send your PR to the niche journalists and reporters from the niche that might find your PR distribution worthy and send it to other news and media platforms. Here are tips to keep in mind.
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Research and find the journalists from the niche. List them out and study their work
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If their work is oriented on similar subject matter to yours, it is time to pitch them
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Make sure to add an attractive headline that can grab their attention
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Also, put the subject on the mail that helps to offer a preview of the PR. Since journalists receive a lot of emails every day, it is an important stand-out among the horde.
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Craft the body properly and make sure to keep it precise and to the point so that even if the reporter skim-reads it, they can figure out the key details.
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If you don’t receive any reply for them, do not hesitate to send them a follow-up mail to check if they have received your PR. It also shows how much you are looking forward to the distribution.
How do I format a press release?
Though press releases have evolved much through all these years and modern marketing trends, the authentic essence and format of PR are still the same. If you are unaware of how to craft a PR, here is the complete format that is applicable for all kinds of press releases.
1. A Compelling Headline
This is the first thing a reader is going to see and judge the content whether to read it further. So make sure it is short, specific, and offers a compelling angle that makes everyone read it.
2. Churn out The Newsworthy Value
Offer your readers a reason to care for the Pr or else they don’t want to read something that is not useful to them. So, throughout the PR make sure to state a problem and also a solution that readers find relatable and worthy to read.
3. Precise, Compact, and Direct
The PR is supposed to be precise (within 300-350 words), compact, and direct enough to let readers know the key details. Short content is easy to read and offers greater impact.
4. The Opening Paragraph, The Body and The Boilerplate
The opening paragraph is the first portion that should include the answers of 5Ws such as who, where, when, what, and why. The body should be explaining the main subject matter and the boilerplate offers all the necessary details regarding the company that is issuing the PR.
5. Language and Tone
Keep the language simple and crispy to make it understandable for the mass. A journalistic tone adds more newsworthy value to it.
Bottom Line
A press release is one of the most effective marketing tools in the market. But it requires following the tricks and tips given above to get fruitful results. Incorporate these ideas and enjoy the benefits of press release distribution.
