A press release is a short and engaging news story that is sent to the media. It aims to capture the interest of a journalist, publication, or distribution channel, in the hopes that they will write or talk about it. That way, the news contained in the press release gets as much coverage as possible. This can be a hugely powerful and effective form of marketing for individuals and businesses. Working with a press release service can transform your business.
They can design, create and distribute your press releases, helping you reach your audience and meet your goals. But how do you choose which press release service to hire? Keep reading to find out 8 factors you need to consider.
1. Where Will Your Press Releases Go?
When you’re deciding which press release service you are going to use, this is the most important thing to ask yourself.
Your press releases will only be successful if they go to the right places, and are seen by the right people.
Think about what your goals are, so where you want your press releases to go. Then ask yourself if the service has a network of media outlets and contacts that match what you’re looking for.
Can the press release service promote you in the way that you want? Asking yourself these questions will help you to understand what you need from your press release service.
For example:
- If you want to increase your search engine visibility, then you may want a press release service that has high search engine authority.
- If you want to reach potential buyers or customers, then you may want a press release service that has an online distribution service.
- If you want to reach the media, then you may want a press release service that reaches online and newsrooms.
- If you want to build brand engagement, then you may want a press release service that enables sharing on social media platforms.
Distribution to Newswires
A newswire distributes news and stories to journalists and news outlets. They can then take the stories from the newswire and distribute them themselves.
Newswires are incredibly helpful and powerful because most news outlets don’t have the people or resources to physically cover all news stories happening all over the world.
Therefore, it’s important that you choose a press release service that will distribute your press releases on as many high-profile newswires as possible. This will get you maximum coverage and exposure.
2. Do They Have Expertise?
It’s important to work with an expert press release service. Look for a service that is established, and has released many press releases in a range of services and business areas.
If your business, company, or skills are particularly niche and unique, then look for a press release service that has experience in similar areas.
This means that your press release service will have experience, knowledge, and insight. They will have learned from their previous work and established themselves as trustworthy and reliable sources.
This means that your press releases and distribution are more likely to be high quality and successful.
3. Are They Customer-Friendly?
When choosing a press release service, you want to make sure that they give you the highest quality of service. They should be easy to work with and make your life easier.
If possible, request a demo or a test run of their services before committing to working with them in any long-term capacity. This will give you the chance to see how they operate and decide If it’s right for you.
Consider whether their systems are simple, easy to use, and effective. Is the process smooth and streamlined? Do your information and press releases remain secure?
Also, consider the service’s availability and operation times. Are they available when you’ll likely need them? Can they help you out of office hours, if needed? If there is a crisis, will they be available to help you?
Consider what it will actually be like to work with them and use their systems. If it doesn’t make your life easier, then it probably isn’t the right service for you.
4. What Is Their Capacity?
Similarly, ask yourself about the service’s capacity.
Can they cope with the amount of work that you’d like to send them? Will they be able to handle any unanticipated high demands?
This depends on the service’s resources, as well as the other clients that they are committed to.
These are honest conversations that you should have in your early discussions. Talk to the press release service about what they can realistically achieve, and how that compares to your expectations.
It’s important for both of you to understand the amount of work that is likely, as well as discussing what would happen in times of high stress and demand.
5. Are They Enthusiastic?
Consider how enthusiastic the agency is about securing you as a client. How motivated are they by your ideas?
This is an important part of judging whether the press release service is right for you.
You want to collaborate with an agency in a positive and helpful way. You want to feel like you are both on the same team.
If a press release service is not excited and positive about you and how you could work together, it is probably representative of your future working relationship.
Choose to partner with a press release service that is excited about working with you. They are more likely to work hard with you to achieve success and results.
6. How Much Does It Cost?
Of course, price is an important factor in deciding which service to go for.
A press release service can be an extremely worthwhile investment if they produce high-quality work, distribute effectively to your target audience, and are within your budget.
The results should justify the cost. In other words, you need to make sure that you’re getting more out of it than you’re putting in. This is what makes it a sensible business decision.
Many press release services offer a range of pricing options to suit your budget. So you can find the right package for you.
It’s important to remember that you get what you pay for. It may not always be best to choose the cheapest deal.
Instead, weigh the cost against the benefits offered. Choose a press release service where the benefits outweigh the cost.
7. Do They Have Tracking Tools?
It’s essential to track the progress and success of any public relations campaigns or activities.
Therefore, consider whether the press release service has tracking tools to monitor performance. They should be available to you, and your agency should provide you with regular updates.
That way, you can measure the success of your work. You need to know if it’s working or not. You can then act as needed to improve your results and improve your next campaign or distribution.
Tracking tools also allow you to understand your return-on-investment (ROI). You can then calculate if the cost of the service is worth the results that you are getting.
8. What Do Testimonials Say?
Testimonials and reviews are extremely important when deciding which press release service to use.
Companies should show you some of their previous and existing work. They should also tell you about the companies, organizations, and people that they have worked with.
This will allow you to review their work, and understand their style and quality. This will help you to decide if it’s what you’re looking for.
If a press release service is a good one, there will be plenty of positive testimonials and reviews available. Take a look at the people who recommend them and the type of service that they provide.
If a press release service doesn’t have positive testimonials, then it’s best to avoid them.
Hiring a Press Release Service
Choosing to work with a press release service can transform your business.
Consider these factors when choosing a press release service, and you should find the right agency for you.
Contact us now to find out more about what a press release service can do for you.