Advice Needed - Press Releases

12 replies
Does anyone know what the going rate is for having a press release written?

And does anyone know of a good resource to learn about writing press releases?
#advice #needed #press #releases
  • Profile picture of the author Juan L Costa
    Writing a press release is not that different from writing an article, usually you need to avoid fluff and go straight to the point, and of course, add a good call to the action at the bottom to increase your conversions.

    There are some WSOs from Daniel Tan that will help you out
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    • Profile picture of the author ChuckW
      Hi Melanie,

      Rates depend on what you want. If you want a generic release that you can post to online PR sites, then they're pretty cheap. But it'll be non-exciting stuff, more attuned to be found by search engines than to be picked up by the media. You can get those for around $100.

      For a press release that you personally can send to your local media and the newswires, you can expect to pay at least $250 per release. That's because they require more research and discussions with you, the person who wants the release. That'll get you one "generic" release that you can send to the media in your town and/or to the newswires. It's good for announcements.

      If you want someone to put forth a lot of effort to get you *media coverage*, that's a completely different ball game. That involves working with you to come up with newsworthy stories, selecting the best media, writing the releases (more than one) to match the medium (TV requires a different format than newspapers, for example), sending them to the correct reporters/producers/etc., and then following up with them to make sure they got it/read it. That can start to cost a bit more because you're getting personal service, and you'll be focusing a lot on your specific qualities, benefits, etc.

      As for a resource on learning about it...well....there's not much out there that's good. Most everybody just quotes school textbooks, who have it wrong. Long releases with lots of quotes and paragraphs of how much your customers like it tend to be ignored by the media. Releases need to be short, sharp, punchy, and have the newsworthy item on bold display right where the editor/reporter/producer can see it. Kinda like a good article.

      If you're going to write it yourself, write it like an article: Attention-getting headline, arresting information in the first paragraph, and then all wording underneath supports the main point made in the headline/first paragraph.

      Good luck!



      Oh...just in case you're wondering...I was a TV news anchor for eight years. That's why I have no appreciation for loooooong boring press releases.
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      • Originally Posted by ChuckW View Post

        Hi Melanie,

        Rates depend on what you want. If you want a generic release that you can post to online PR sites, then they're pretty cheap. But it'll be non-exciting stuff, more attuned to be found by search engines than to be picked up by the media. You can get those for around $100.

        For a press release that you personally can send to your local media and the newswires, you can expect to pay at least $250 per release. That's because they require more research and discussions with you, the person who wants the release. That'll get you one "generic" release that you can send to the media in your town and/or to the newswires. It's good for announcements.

        If you want someone to put forth a lot of effort to get you *media coverage*, that's a completely different ball game. That involves working with you to come up with newsworthy stories, selecting the best media, writing the releases (more than one) to match the medium (TV requires a different format than newspapers, for example), sending them to the correct reporters/producers/etc., and then following up with them to make sure they got it/read it. That can start to cost a bit more because you're getting personal service, and you'll be focusing a lot on your specific qualities, benefits, etc.

        As for a resource on learning about it...well....there's not much out there that's good. Most everybody just quotes school textbooks, who have it wrong. Long releases with lots of quotes and paragraphs of how much your customers like it tend to be ignored by the media. Releases need to be short, sharp, punchy, and have the newsworthy item on bold display right where the editor/reporter/producer can see it. Kinda like a good article.

        If you're going to write it yourself, write it like an article: Attention-getting headline, arresting information in the first paragraph, and then all wording underneath supports the main point made in the headline/first paragraph.

        Good luck!



        Oh...just in case you're wondering...I was a TV news anchor for eight years. That's why I have no appreciation for loooooong boring press releases.
        Chuck I could not agree more. First of all welcome to WF, I hope your time here is well worth it and you are able to learn a lot and gain valuable experience. Like you, I was a Journalist for years. I have done TV, Radio and Newspaper collaborations, so I totally agree that long Press Releases are tedious and annoying. As reporters we hardly ever read beyond the third or fourth paragraph (depending of course on the length of each). Especially since we had to gather additional information in order to complete the story.

        Melanie, I have to add my two cents, When writing online press releases I have noticed it changes a bit. The set up is a bit different than hard copy press releases. For example some of the ones I have come across will have a very short description of the website at the top, then the release will be short, sweet and concise. Go straight to the point. Make the announcement, support it with a couple of details, and finish with an indirect call to action.
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  • Profile picture of the author Loren Woirhaye
    $30 a pop for basic IM press releases. For an actual newsworthy
    release it's a different story. Internet PR sites mostly function very
    much like article sites - they accept pretty much everything that
    comes in.

    If you want your release to be picked up and syndicated or find
    it's way into print it has to be actually newsworthy - and creating
    newsworthiness is more like investigative reporting and you should
    charge a lot more than writing:

    Code:
    Mr.  Blah is proud to announce the New Blah-blah, which spin
    'round and 'round.  When you press a button it explodes.  Customers
    are raving about how great the new Blah is.  To order one, just
    go to www.blah.com - you get two for the price of one when you
    order as part of the Blah Co.'s Spring Cleaning sale.
    
    "We just want to give something back to our customers,"  Mr. Blah
    blathers, waving his hands and drooling on the floor, "So we designed
    the new Blah to give twice the fun at half the price."
    You know. Like that.
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    • Profile picture of the author Melanie Crouse
      Thanks! That's what I was looking for.

      LOL great story, by the way!

      Originally Posted by Loren Woirhaye View Post

      $30 a pop for basic IM press releases. For an actual newsworthy
      release it's a different story. Internet PR sites mostly function very
      much like article sites - they accept pretty much everything that
      comes in.

      If you want your release to be picked up and syndicated or find
      it's way into print it has to be actually newsworthy - and creating
      newsworthiness is more like investigative reporting and you should
      charge a lot more than writing:

      Code:
      Mr.  Blah is proud to announce the New Blah-blah, which spin
      'round and 'round.  When you press a button it explodes.  Customers
      are raving about how great the new Blah is.  To order one, just
      go to www.blah.com - you get two for the price of one when you
      order as part of the Blah Co.'s Spring Cleaning sale.
      
      "We just want to give something back to our customers,"  Mr. Blah
      blathers, waving his hands and drooling on the floor, "So we designed
      the new Blah to give twice the fun at half the price."
      You know. Like that.
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  • Profile picture of the author kel
    Melanie,
    There are many skills in writing a good media release. For starters, they are "media releases" not "press releases" as they cover all four arms of the media, TV, radio, Press and Internet. I am now up to the 3rd edition of my media training bible, Managing the Media and it has a lot of useful information on writing good media releases.
    cheers
    Kel
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  • Profile picture of the author Melanie Crouse
    Great stuff Chuck! I appreciate the detail!

    kel, I will check out your "bible"

    Thanks guys.
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  • Profile picture of the author masjidi
    $20-$50 can get you a good press release using a freelancer or $100-500 from the professional websites...
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  • Profile picture of the author DogScout
    PRWeb.com will write it for you do all the back-linking,other SEO etc $200. They have a $160 version, but I'd go with the $200. Buy 12 at once with a year to use them and they give you 20% off (you got to call them).
    Did a $80 version I wrote myself, and had 9 of 10 positions on the front page of Google for 10+ keywords (the PR caused 2 of the site pages to be on page 1, (neither was before.). (& I am not the greatest writer in the world.)
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  • Profile picture of the author jennypitts
    The price of the Press Release depends on the QUALITY. Just as with articles, you get what you pay for. So if you do not have a good budget do not expect to get a good Press Release. Make sure the person you are going to hire for the press release understand the fundamental difference between a Press Release and an Article. They are not the same thing and should not be treated as the same thing.
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    • Profile picture of the author ButterflyGarden
      Distributing a press release to editors and news organizations is only half the battle. Writing a press release that will be published by the media is equally important. Press releases are public relations opportunities. A well written press release, can generate exposure in publications that could be worth thousands in advertising dollars, for a fraction of the cost.

      How to Write a Press Release Critical Aspects of a Good Press Release

      Here is a large list of sites you can submit your press release to free of charge: Submit Press Releases Submit Press Releases
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