The global PR market is expected to grow at a CAGR of 11.1% to reach 102.8 billion in 2022. The increased spending is being driven by the growth of digital marketing and the need for better communication with customers and prospects. Businesses that are looking to improve their visibility and reach are turning to press release companies to help them get the word out. The advantage of working with a press release company is that they have the relationships and expertise to get your story in front of the right people.
However, choosing the right company can be a challenge. There are a lot of companies out there that claim to be the best. So, how do you know which one is right for you?
Here are top tips to help you choose a press release company that can help you achieve your communication goals:
1. Define Your Goal in Hiring a Press Release Company
What do you hope to achieve by hiring a press release company? Do you want to increase brand awareness, generate leads, or drive traffic to your website?
Once you know your goal, you can narrow down your options and choose a company that specializes in achieving that specific objective.
For example, if you want to increase brand awareness, you should look for a company with an extensive network of media contacts.
On the other hand, if your goal is to generate leads, you should choose a company that offers a targeted distribution of your press release.
2. Area of Press Release Specialization
Press releases aren’t one-size-fits-all. There are different types of press releases, such as product launches, event announcements, and media relations. Different companies also specialize in varying industries, ranging from technology to fashion.
When choosing a press release company, make sure they have experience writing and distributing press releases in your industry. They should also be familiar with the media outlets that cover your industry. Otherwise, you risk your press release being lost in the shuffle.
3. Location of Your Press Release Company
Do you want to work with a local press release company or an international one? There are benefits to both options.
If you choose a local company, you can meet with them in person to discuss your goals and objectives. This is helpful if you’re unsure what type of press release you need.
On the other hand, if you choose an international company, you’ll have access to a more extensive network of media contacts. This is helpful if you’re looking to generate exposure in multiple markets.
4. Check The Press Release Company Credentials
Make sure the company you’re considering has a good reputation. You can do this by checking their credentials and online reviews.
A reputable press release company will have positive reviews from past clients. They should also be able to provide examples of successful campaigns they’ve managed in the past.
Additionally, the company should be a member of professional organizations like the Public Relations Society of America (PRSA) or the International Association of Business Communicators (IABC).
These membership organizations have strict standards that companies must adhere to, so you can be sure that you’re working with a reputable and trustworthy business.
For example, the PRSA requirements include having a certain amount of experience, completing an ethics exam, and agreeing to abide by the organization’s code of conduct.
Similarly, the IABC requires members to have a certain level of experience and expertise in order to join. Both organizations also offer press release writing and distribution services that meet their high standards.
5. Review the Press Release Distribution Network
The whole point of hiring a press release company is to get your press release distributed to as many people as possible. But if the company you’re considering doesn’t have a large network of media contacts, then they won’t be able to get your release in front of the right people.
Before you hire a press release company, ask about its distribution network. Find out how many media contacts they have and what type of exposure you can expect from their distribution services.
Additionally, you should ask if they offer targeted distribution. For example, if you’re trying to reach a specific audience, you’ll want to make sure the company can target media outlets that cater to that audience.
If they don’t have a large or targeted distribution network, they’re not worth your time and money.
6. Check Out Their Portfolio
A good press release company will have a portfolio of successful campaigns they’ve managed. This will give you an idea of their writing style and the types of results they’re able to achieve.
When reviewing their portfolio, pay attention to the industries they’ve worked in and the type of exposure their clients received. This will give you a good idea of whether they’re a good fit for your business.
7. Get a Press Release Quote
Once you’ve narrowed down your options, it’s time to get a quote from each of the companies you’re considering. When you request a quote, remember to ask about the cost of their services as well as the results you can expect.
A reputable press release company will be upfront about their prices and what’s included in their services. They should also be able to give you a general idea of the results you can expect from their distribution services.
If a company is hesitant to provide a quote or tries to pressure you into signing a contract without knowing how much it will cost, that’s a red flag. You should avoid working with organizations that operate in this way.
Signing a contract without knowing how much you’ll be paying is a risky proposition. You could end up paying more than you budgeted for or not getting the expected results.
The bottom line is that you should take your time when choosing a press release company. There are a lot of factors to consider, and you want to make sure you’re working with a reputable and trustworthy organization.
8. Their Level of Experience
Before working with any press release companies, you should ensure that they have a lot of experience writing and distributing press releases.
Well, press release writing is an art and a science. It takes a certain level of skill to write a release that will capture the attention of reporters and editors.
Additionally, an experienced press release company will have established relationships with media outlets. These relationships are essential because they give the company access to journalists and influencers who can help get your release distributed.
Additionally, experienced organizations are less likely to make mistakes that novice companies would.
For example, an inexperienced company may not know how to properly format a press release for distribution. This can result in your release being rejected by the media outlet you’re trying to target. Additionally, they may not have a strong understanding of what reporters are looking for in a press release.
So, if you’re working with a company that doesn’t have a lot of experience, then you likely won’t get the results you’re hoping for. Instead, focus on companies that have been in business for several years and have a proven track record of success.
9. Check Their Client List
A reputable company will have a long list of happy clients that they’ve worked with over the years. These clients should be willing to provide positive testimonials and references upon request.
If a company doesn’t have any references or testimonials, that’s a red flag. It could mean they’re new to the industry or that they haven’t had many satisfied clients.
When you’re checking out a company’s client list, pay attention to the industries they’ve worked in. You want to make sure they have experience working with businesses in your industry.
This will give you a good idea of whether they understand the challenges and opportunities that are specific to your industry.
10. Additional Features
What other features does the company offer? For example, some companies may offer social media distribution as part of their press release services. This can be a valuable service if you’re looking to generate more online buzz for your press release.
Additionally, some companies will offer media training services. This can be helpful if you’re not sure how to handle interviews with reporters. Some other features may include:
- Press list building
- Graphic design services
- SEO optimization
- Multimedia services
These are just a few examples of additional features that you should look for when choosing a press release company. Be sure to ask about all the services they offer so you can make an informed decision.
11. Analytics and Reporting
You should also ask about the company’s process for analytics and reporting. After all, you’ll want to know how effective your press release was in terms of generating media coverage and online traffic.
A good company will provide you with detailed reports that show how many people read or viewed your press release, how many media outlets picked it up, and how much traffic it generated.
Some companies will even provide you with a custom dashboard where you can track your press release’s progress and results. This is a valuable service that can help you gauge the effectiveness of your press release campaign.
12. Review the Company’s Support System
You don’t want to be left in the dark when it comes to your press release, so make sure the company you choose has a good reputation for customer service.
One way to gauge a company’s support system is to read online reviews. See what other customers have to say about the level of support they received. You can also contact the company directly and ask them about their support system.
Additionally, you should check how the staff treats you during the sales process. If they’re pushy or unprofessional, that’s a red flag. You want to work with a company that is patient and helpful so that you can get the best results for your press release.
Press Release Ideas That Work
A press release is a great way to get the word out about your company, product, or service. But how do you craft a press release that reporters and other media professionals will actually read? Here are a few tips:
Keep It Newsworthy
A press release should be newsworthy, engaging, and informative. Reporters are always looking for stories that will captivate their audience, and if your press release doesn’t meet those criteria, it’s more likely to be ignored. So make sure your press release has a strong hook.
Make It Timely
A press release should be timely and relevant to current events or trends. If you want your press release to stand out, make sure it covers something that is currently top-of-mind for reporters.
For example, if there’s a new product or service you’re launching, tie it in with a current event. If you’re holding an event, make sure the press release is sent out well in advance.
Be Concise
Reporters are busy and don’t have time to read long-drawn-out press releases. They also receive hundreds of pitches every day.
In fact, a study shows that one in every four journalists receives over 100 press release pitches every week.
Stick to the facts and avoid fluff or marketing and promotional speak. Remember to keep it short and sweet.
Include Quotes
Include quotes from company executives or other relevant people in your press release. This will add credibility and make your press release more newsworthy.
Add Visuals
Press releases with visuals are more likely to be read than those without. In fact, articles with images get 94% more total views than articles without images.
So include high-quality images, infographics, or videos in your press release to make it more engaging.
Format It Properly
A well-formatted press release is more likely to be read than a poorly formatted one. Make sure your press release includes the following:
- A catchy headline
- Subheadings
- Bullet points
- An inverted pyramid structure
- Links to additional resources
- Contact information
By formatting your press release properly, you make it more accessible and easier for reporters to read.
Hire a Press Release Company Today
A press release can be a powerful tool to promote your company, product, or service. But crafting a well-written, newsworthy press release is not always easy.
If you want to ensure your press release is successful, consider hiring a professional press release company. A good press release company will have a team of experienced writers who know how to craft a press release that will get results.
If you need help getting started with your online press release, we’re always here to help. Contact us today, and we’ll be happy to chat about the best press release strategies for your business.