by Todd William
To borrow (quite liberally) from the inimitable Mark Twain, the death of the press release has been greatly exaggerated. Press releases have historically been a key tool for attracting favorable media attention, shaping public perception, highlighting events or professional achievements and increasing brand awareness via media.
Todd was kind to quote me which is:
press releases are still alive and relevant, are they worth the money? Most press release distribution companies charge for base story distribution, and then charge additional for video, images, expanded reach to social media distribution channels and prominent journalists. The average price for a premium press release ranges from $299 -$500 for 400-word press releases.
The price-value gap has left an opening for upstarts seeking to provide a better service at a lower price. Qamar Zaman, founder and CEO of Submit Press Release 123, launched a low-price press release service starting at only $10.
“Using the concept of ‘frugal innovation’ we stripped out what’s not needed and added only what is essential for exposure and brand building, says Zaman, “leveraging high traffic web newswires, social media, video, and using the right terms and phrases to get the right reads, we packaged a product called KISS, which stands for ‘Keep it Simple for Searcher’ by identifying search intent on Twitter and helping businesses improve conversion (with their press release).”
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