I have recently ran across some articles about the cost of press releases. While the authors were throwing numbers and averages, no one took the time to also explain what you actually pay for. A press release costs X amount is a limited way of putting it. What does that price refer to in the end? Here are a few things you should consider when analyzing the price of a press release:

You pay for press release writing

The actual press release has to be written by someone. Unless you already have the text, you pay for the service of having a public relations professional writing it for you. Or editing and rewriting it if you have a rough draft of what you want to say. Continue reading

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Guest post by Derek Vaughan

Having been involved with PR since the days before new media, I have made numerous adjustments to my PR strategies to maximize the impact of my news releases in the digital era. Unfortunately, I have also seen many ”old school” agencies and PR experts who have overlooked these critical elements of the modern digital news release. Here’s a bit of what I believe they may be missing.

1. Using keywords in the headline

To anyone who’s ever used Google news or a blog post to gain website traffic, the need to have well targeted keywords in your titles is obvious. Search engines (including specialty search like Google News) automatically look through online content and begin with the headline or title of a piece to determine the overall category for the content and the search terms that may trigger that content to appear. Continue reading

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