Press Releases – How much would you pay?

[ResultsVA]

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Hi everyone,

Writing press releases seems to be something I find myself doing quite a lot for my freelance clients. I am in the process of setting up a website which will offer a press release writing service, where for a flat fee you will recieve a quality SEO press release writen with unlimited revisions. I’m also going to offer a press release editing service.

I’m currently stuck on exactly how much to charge and was hoping you could help me out by telling me what YOU would be willing to pay for this service (writing only – no distribution).

Thank you!

[Julia Nitschke]

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Hi Carol

I have been looking into this recently to send out a press release for my book.

I have a quote for $350 plus GST for writing the release and $150 plus GST for editing a release I write myself.

To answer your question, I thought it was a bit high, but maybe it is just my lack of experience in that area. I know a lot of good writers charge more than that! I personally was looking around $200 for it to be writen for me.

I hope that helps with your research.

[ResultsVA]

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Hi Julia

Thanks for your comments. I too have seen the prices similar to yours and think they’re a bit ridiculous.

I’m aiming to charge much less than that – I’m aiming more for the small business market who I don’t believe have $300+ to spend on one release – particularly not when people are now sending them out so frequently.

I’m looking forward to seeing what others think.

Thanks,

Carol

[Accounts Studio]

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I recently used a great PR agent – a home based one person business who has fantastic contacts – she charged a $500 flat fee for one job which involved press release, sending it out plus follow ups. For another client she charged about $2300 a month over a 3 month period – this was a much more concerted approach and resulted in several glossy mag write ups as well as national press.

The reality is that the media must see so many press releases every day I know I personally would rather pay more and know that those contacts are being followed up than just paying for a press release and having to do it all myself.

[LeelaCosgrove]

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It’s really cost versus value, isn’t it?

How much would you pay for a press release that:

a) – guaranteed you would get heaps of coverage

vs

b) – guaranteed you would get not coverage

It’s not about the press release – it’s about the RESULT, the VALUE the press release provides.

At least 50% of press releases aren’t worth the paper they are written on (which is saying a lot given the paper these days is probably electronic!).

However, a press release that feeds into a comprehensive marketing strategy, identifies a niche, hits it, gets the interest it needs to SELL your STUFF then it’s worth it’s weight in gold.

So how much would I pay?

Well that entirely depends on the results you’re going to get for me.

I would pay most people LESS than nothing for a press release … but someone who was connected, who personally introduced the release, who followed up, who made it a priority to get me the result I wanted … I’d pay anywhere up to $5,000 – because ROI on that would be easy …

[FionaMarsden]

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Interesting thread. As a professional writer who’s developed more than a few press releases over the years, I can tell you that it usually involves a considerable amount of time and skill.

The writer has to get a brief from the client, verify the facts, identify potential recpients, work out which angle is most newsworthy, write it in the most appropriate and engaging fashion, and liaise with the client to finalise the document.

The fact that media releases are brief, doesn’t mean they’re quick or easy to do. In fact, they’re sometimes harder to write than longer documents, because you have to find ways to convey a lot of information succinctly. Not everyone has that skill.

Building a targeted list of media recipients and following up the press release after it goes out require additional time and skills.

I understand why some small businesses/solo operators say they don’t have the budget to engage a good writer. I guess it depends on how much you want to build a media presence without paid advertising.

You can certainly try alternatives like blogging and Twitter, but you’ll have to spend a lot of your own time driving traffic to your blog and finding people to read your tweets. For you, just like your writer, time is money.

[WaltGith]

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Hi Carol,

I would be interested in a service including distribution. Would you have the distribution list of the relevant editors?

Walter

ResultsVA, post: 13569 wrote:

Hi everyone,

Writing press releases seems to be something I find myself doing quite a lot for my freelance clients. I am in the process of setting up a website which will offer a press release writing service, where for a flat fee you will recieve a quality SEO press release writen with unlimited revisions. I’m also going to offer a press release editing service.

I’m currently stuck on exactly how much to charge and was hoping you could help me out by telling me what YOU would be willing to pay for this service (writing only – no distribution).

Thank you!

[Kurnai]

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As to Cost for Press Releases,It all depends on if you are:
“Getting what you pay for, OR, Paying for what you get”..
and you never find that out until the results are in/known.;. and always AFTER you have parted with the $$$’s …There are so many variables, Who,What,Where,When, Circulation, Reader Demographic, Weekly,or Monthly Production, The list goes on……….

I have recently, while researching this area, heard absolute HORROR stories about Press Releases..(Most end up in File 13..UN-Opened) but, when an uncle is the Editor of a MAJOR ( read Largest) State newspaper, & relatives hold lots of shares in it… (…Nudge, Nudge, Wink, Wink..).
Unless you are competent to do it yourself the cost of producing press releases is prohibitive, and I would guess that only a very small percentage of small business’ has that kind of cash not doing anything.. So, when the time comes, Like anyone else would, (Tell me you wouldn’t !!) I will take advantage of family Connections..
Jody.

[Author]

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