2 Responses to “What is the best way to submit a press release? How much does it cost?”

1. Denise M on August 25th, 2008 3:02 am

   This questions is kind of like asking - is there a best way to exercise? Sure there are many best ways. How much does it cost? Well, do you want to slap on your Nikes and go for a walk outdoors or do you want to join a fancy gym and get a personal trainer? It’s up to you.

   I wrote and submitted my first media release to the media thirty years ago. My second media release - written and released a few weeks later - made the front page of The Detroit Free Press. I’ve been doing it ever since for myself and for the occasional client.

   Traditionally the role of a media release was to alert media to something going on so the story could be covered in the newspaper, on the TV or radio news. Now with the advent of media release sites - a lot of people out there seem to believe slapping their release up on one of these sites is the end all be all and that’s all you do. Not so. And in fact IMHO I think that’s wayyyyyyy too limiting.

   I have a special report I’m currently re-writing about getting media releases out. Currently it’s about 20 pages of single space copy - and when I’m done it will be about double that length so it’ll be more like an ebook. I say this because there’s much more to media releases than I can describe in a Yahoo answer. Since my special report is still in process, I’ll recommend two books I like and I believe are helpful:

   “Full Frontal PR” by Richard Laermer

   “Six Steps to Getting Publicity” by Marcia Yudkin

   Back to answering your question: Submitting a release to the traditional media is always free. You have to find the right person to submit it to at your local newspaper, radio station or TV news bureau. You have to follow up with them on the phone. Is it free? Sure. Is it time consuming? Yes.

   Submitting a release to most of the release sites is free as well but they suggest “donations” so that you get your release ranked up higher in the list of releases they’ve received over the last few days. And believe me a lot of the releases on those sites are a lot of gar-bahge. They are just sales letters that have been written in the format of a media release - so either you pay extra for preferential placement or you hope that the headline on your release stands out from the crowd so people notice it. Btw, real media won’t touch those sales-y releases with a ten foot pole - so don’t even waste your time.

   I put a release out almost two years ago right when my book came out. I paid $200 to get good placement on PRWeb.com (I consider it the gold standard of the media release sites. It’s not a free site.) That release resulted in me being asked to write a feature length article for a national publication which was published and got me and my book great exposure. I also got on a local morning TV show. Plus it got me several other smaller articles and drove a lot of traffic and sales to my website. Was it worth it? Yep. Would I have gotten the same exposure if I just put it up on the totally free sites without paying. I don’t know. My guess is probably not.

   Here are a few media release sites.
   ……

   First start with a well-written release. If you don’t know how - get help from someone who does. There is a correct format to releases. You need to know how to write a lead graph (the opening paragraph) that really grabs attention and has a “hook” or an “angle” the media will want in their publication, on their site, on their show, etc.

   Fully 75% of what we consider “news” in the USA is generated through media releases. That means reporters and editiors look for stories to print through the stack of releases they get every day - but they look fast. If the headline and lead graph doesn’t grab ‘em - it goes into the trusty File 13 or they click “delete.”

   So don’t write something off the top of your head and cross your fingers and hope. That will brand you as unprofessional and as a hack with the media. They will come to avoid your stuff like the plague. But if you learn how to do it right they will say, “This person always has good stuff - I’m going to read a little further.” And that’s where you start to get coverage and exposure using public relations.

   If you want to get more extensive coverage - you also want to have at the ready: A biography of you or maybe the person featured in the release - business owner, personality, etc.. A quick history of your non-profit organization. A fact sheet of pertinent statistics.

   For example if your charity is all about helping children with cancer - have one page of statistics - written in bullet form that provides more information about how many children have cancer and what demographic groups they fall in, etc. The fact sheet should reinforce the media release and what you’re doing. Also, be sure to state the source of these statistics: Center for Disease Control or some other valid source.

   You don’t submit these extra information pieces on the site with the release - but when the media come a calling and ask you about your story - let them know you have this available if they’d like it. It will help them to do a better story. They like that and will sometimes lean towards stories where more of the work is done and they don’t have to dig as much for more facts which is time consuming. Remember, real reporters and show producers are stressed out busy people who often live on adrenlin. If you make their life a little easier - they will appreciate it.

   One other thing - if you want to get on radio or TV - have a list of questions a show host can ask you. Many times they get too busy to do their own research. Having a list of questions can make the difference between getting on or not getting on the show. Oh, and don’t pooh-pooh radio - the typical media exposure seeker like a book author, etc., gets 25 radio exposures to every one TV exposure.

   Hope this is helpful to you.

   All the best,

   Denise Michaels
   Author, “Testosterone-free Marketing”
   Get the book at:
   Visit me online at:

2. Collin L on August 28th, 2008 11:44 am

   It depends. If you have BIG news, and a big budget $300+ to spend, go with PRWeb.

   I highly recommend going the FREE route as it still gets picked up in Google news engines.
   PRLeap.com
   PR.com

   Just those two, otherwise you will get duplicate entries and reporters and journalists will be less likely to report if they see your advertisement listed everywhere.

   This is just from my personal experience, best of luck!

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