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  • Writer's pictureSarah Turnbull

How Much Does a Press Release Cost?

Pricing is a question that comes up a lot, obviously. If you’re interested in getting some work done, you want to know how much it costs – it makes total sense! A common question I'm asked is how much does a press release cost. In the interests of transparency, and so you don't have to go hunting around, I'm covering it here and also giving some insight to the factors that influence pricing.

Sarah in a relaxed pose at a desk smiling wearing a blue jumper

It’s not always cut and dried as each project is different, but I like to give prospective clients some idea of how much things will cost.


When I meet with clients and actually provide a proposal, my price gets fixed. If it takes me longer than anticipated to complete the job, the price won’t go up. But if it takes me less time, the price will come down!

Similar to websites, pricing for press releases is a little bit like ‘how long’s a piece of string?’ But on the plus side, the ‘string’ for press releases isn’t as long as it is for websites! And the reason for this is that press releases generally follow a pretty standard format.


Pricing for press releases range from £120 to £250. There are obviously factors that influence pricing, but it nearly always range between these two prices.

Have a read of my blog post on How to Write a Press Release as this runs through the format that I use - the traditional news press release format.


Some factors that influence pricing of press releases are:


Length of release: Releases shouldn’t be novels and tend to follow a pretty standard format, so theoretically the length should be pretty standard – kept to around five to six paragraphs, including quotes and boilerplate.

Press releases should be used to pique the audience’s interest. In the case of a journalist or editor, hopefully enough for them to get in touch and get more information for an interview or article. But sometimes, they’re simply used to announce a product or service launch and then to drive your target audience to your website.

The fact is that releases should be concise and informative – and give the benefits to the audience to get them to take action. But the length of a release does need to be considered when pricing.


How much research is required: If the client can provide relevant background information, this often makes the job both quicker and easier. If the writer needs to go off and conduct research, this takes time and needs to be factored into the pricing.

Top tip here – if you’d like a release writing, it helps to provide a great brief and background info, it’ll save you both time and money!

Keyword provision: Had some SEO done? Know your keywords? If you can provide these, once again it’ll save the copywriter time – and saves you money. It’ll also be more effective in reaching your intended audience quicker.


Interviews: Does your press announcement need information from specific people? If yes, interviews might be needed. They don’t need to be super-formal but are obviously used for information gathering. So, prep time is needed to create the questions, time for the interview to take place then time is needed for converting the answers into usable copy.

In copywriting, so much is about time!


Sourcing or creating quotes: A full interview might not be needed, but quotes are really effective in press releases and media announcements. I always like to include at least one. Quotes can be done in one of two ways. Either getting the relevant quote from the ‘horse’s mouth,’ or the copywriter creating them.


This might seem a little odd, but it’s a standard practice in the industry. The copywriter can create a quote that’s relevant to the release. Then, as part of the review and sign-off process, the quote needs to be approved by the person it’s being attributed to.


It’s important that the quote:

- Accurate reflects the tone of voice of the person being quoted

- Gets the message across to support the release content


Boilerplate: If the company issuing the release doesn’t have a boilerplate, then the copywriter needs to create one as they’re a fundamental and important element of the release.

The boilerplate should be limited to about three to four sentences and is a standard paragraph that gives background information. A boilerplate can be used across multiple formats including blogs, press releases and other forms of marketing.


How much does a Press Release cost?

So, you've had a run through of the factors that influence the cost of a press release. My ballpark pricing for a press release is £120. Sometimes it can be more, but it can also be less!


Take a look at some of my other articles and please feel free to get in touch for a free, no-obligation chat. I also offer website audits (also FREE and no-ob), which will identify areas where improvements can be made to your copy - very often by yourself!


If you'd like to know more, drop me a message and we can have a chat. You bring the tea, I'll bring the biscuits! :)




 


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