Getting In The News

Securing one story in the news often more than covers the cost of hiring an expert to do the work. While projects, strategies, goals and clients here are some tips about the costs of getting your story in the news.

Writing

To write a news release usually runs from $300 to $600 (400-800 words or so). It should include:

- A minimum one hour consultation
- Review of marketing materials
- Writing the release
- Client reviews release
- One round of edits

Wire Distribution

This can cost is as little as $300 for one state. (cost varies by state) A wire service charges this every time their service is used to send out a release about your company.

- A national distribution runs about $900+ — this is the most comprehensive premium U.S. distribution and you get:
- Online media monitoring for 30 days
- Premium access reporting from www.prnewswire.com
- Unlimited number of expert profiles to include in ProfNetSM
- Links to ProfNetSM expert profiles with every release you send

For more than 400 words, there is an additional fee of $100 to $150. There is also an additional fee to send a photo or logo.

Most agencies have a membership to a newswire service and the cost for the service is passed along to their clients making it cost less for everyone to be a part of using.

Custom list and distribution

Agencies pull a custom media list, i.e. for a Fashion story: fashion reporters, fashion editors what's new writers, celebrity reporters, lifestyle reporters, women's reporters, and can be thousands of reporters and media outlets, etc. This great for a company with a very specialized product because the custom list identifies the media outlet (TV, Radio, Magazine, Newspaper, Online, Blog) the specific reporter's name, title, beat, email, phone number, address, info about the reporter, etc.

Your agency should share with you the media outlets that will be receiving the release! The list can often be used again for future releases, but will need to be updated at least once per quarter as reporters are always moving around to other publications.

To pull and sort a custom list can run between $250 and $800 depending on the depth and width of the list. (TV, radio, newspaper, magazines, online, blog, freelancer, producer, assignment desk, general reporter, booker, host, anchor, photograher, meterologist, sports reporter, feature reporter, entertainment reporter, bureau chief, DMA, only certain cities, by frequency, etc.)

To distribute a release usually runs around $250 and up. (no matter how many words are in the release and a photo and logo can be attached without an extra charge - there is an extra fee with wire services)

Pitching Is Key

This is the key to getting a story published. Anyone can "just send out" a news release through a wire service or a custom distribution list.

Reporters and outlets get hundreds of releases a day and they usually only read the subject line and maybe the first sentence...that is...if they get to your release.

To ensure they receive...and read your release : - ) a good agency will call the key reporters that are most likely to cover your story to be sure they received the release (statistics show that when a pitch call is made 50% will ask to have it sent again. Calling offers the opportunity to get an even bigger story than is often portrayed in a release (phone interview with morning radio host, chance to personally invite the reporter to come and see the "story" in person, ask what angles of the release the reporter is interested in, provide more information by discussing the story with the reporter, the reporter asking about or offering an angle, or they...tell you they are not interested and hang up.

Depending on the release and story, pitching requires time on the phone and that can vary depending on the project. It is rare to reach a reporter the first time, and many times the news desk or a producer will ask to be called back at another time to discuss the story.

Of late, it seems to take a minimum of three calls to a media outlet to speak to the right person. Then, depending on their interest, time pitching the story can range from a minute to five or ten minutes. Then when sending a follow up email when a story is secured means 10 to 15 more minutes. Agencies usually have a good idea of how long it will take to pitch and can quote a range of hours. Then, ask the agency to keep you updated on results as they are pitching. Depending on results and interest, hours can be added to a pitching project.

Success Story

Do releases right. Hire a great writer. Build a custom list. And take advantage of an agency’s media relations to "sell" a story to the media and reach your target market.