Are Press Release Services Worth It?
In the PR business, I've experienced many times the low-cost press release services that you too can see all over the web. However, the question you have to ask yourself is: What really i'm getting from it?
A good PR isn't just about the numbers. In the advertising market, nothing is free. You get what you pay for, so if you want the best services, it is better that you have a big budget. Of course, numbers is only one part of the story. If it was just about the numbers, then why would anyone want to do PR? Where's the added value?
PR delivers the one element advertising cannot do and this is the credibility. When a legitimate firm features your company in their pages or as a guest on their shows, it acts as a tacit endorsement of you. It's third-party verification that boosts your brand, as well as your positioning as an expert in your field and a respected source of information. It makes you attractive as someone other people may want to engage in business, whether it's to buy your product, buy your book or hire you as a consultant. So the next question is, "Do press release services deliver that value?"
A PR professional would not only have the industry know-how to understand the needs of the media outlets who respond, but they would also write the press release in such a way as to cause a response in the first place. That's something else the press release services don't do - they generally don't write the release for you. Some might offer that service, but it would cost a lot more than the standard distribution service, sometimes into the hundreds of dollars.
So when it comes down to it, these companies are not set up to serve the needs of the media. They exist to serve the needs of clients who pay them to distribute their press release, in the hopes of getting some media coverage. If it does, that's great. But if not, then all that's been achieved is the placement of the press release on a variety of Web sites that, by and large, wouldn't qualify as legitimate news media.
Posted by marshafriedman123 on Mon, 17 Oct 2011 in Internet Marketing
Marsha Friedman is a 20-year public relations veteran and the CEO of EMSI Public Relations ( http://www.emsincorporated.com), a national firm that provides PR strategy and publicity services to corporations
Internet Marketing at http://www.internetmarketingacts.com
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