In my last post, I discussed the promotional value of press releases and the advantages and drawbacks of free distribution for press releases. In this post, I’ll look at the benefits of premium distribution for press releases and some of things to consider about this promotional tool.
Press Releases and Premium Distribution
Premium placement services are generally more effective at providing exposure. Your premium press releases get directly on the fast track to editorial decision-makers around the country and even internationally. News organizations generally subscribe to distributors to pick up new press releases, but even with premium distribution, there is no guarantee that news organizations will find your press releases compelling enough to print or redistribute.
Premium placement services usually provide statistics and links showing the news outlets that picked up your release. Metrics are one primary advantage of premium press release distributions. You can get more information about who looked at your release, who distributed it and how effective the release was at promoting your business or event. Like free distribution, premium press releases will enable your organization to take advantage of high-ranking search engine results and “archival referrals” long after the release has been published.
Premium press releases do not contain advertisements from other businesses, and often aim to garner additional editorial coverage in newspapers, magazines and syndicated articles. Often, there are fewer restrictions on the editorial content of paid press releases. These, and the statistical support premium press releases provide are the primary advantages of paying to distribute press releases.
Premium placement services operate under a wide range of cost models, including flat, per-release rates, rates based on length, targeted audience, or a combination of all of these. Premium press releases also normally offer the opportunity to upload photos, logos, videos and other digital content from your organization.
The cost of premium distribution services varies, depending upon the “wires” you use. International distribution of press releases through premium news services normally includes language translation, but language translation services will increase the cost of the release significantly. Search engine optimization (SEO) services are also available at an additional cost.
Premium placement services like PR Newswire charge an annual membership fee in addition to the cost of press release distribution. Many other distribution channels skip the membership fees, but charge a flat rate per distribution, or offer bulk distribution services – which means that you pay for a certain number of press releases up front, and then use your pre-paid distributions whenever you want to.
Premium placement services normally impose a word limit on your press releases, often 400 words or less. If your release exceeds the word limit for the distribution channel, additional distribution charges may apply. Costs for premium national distribution (throughout the US) can run from about $75 -$1,000 or more, depending upon the wire services you wish to use for distribution and the distribution services you request.
If you would like more information about premium press release distribution, and how you can use it selectively to promote your business, please contact our Creative Director, Dave Ramsell or give Dave a call at (330) 243-0651 to set up a consultation.
Photo Credit: ba1969, via StockXchng
