So you’ve crafted the perfect press release to spread the word about your new product launch or business milestone. Now it’s time to get that news in front of the media and your target audience. But how much should you budget for an effective press release distribution campaign in the UK? The costs can vary widely depending on the newswire service you choose and how aggressively you want to push your story. Before we go any furthery in this blog post, I need to tell you that part of the reason for this post is to promote Newsmakers, a UK based small press release website.
Understanding Press Release Distribution Services in the UK
So you want to get the word out about your business, product or service in the UK. A press release is a great way to do that, but how much will it actually cost? The price can vary depending on the distribution service you choose.
Press release distribution services, also known as wire services, disseminate your announcement to media outlets, journalists, and news websites. The major players in the UK include PR Newswire, Business Wire, and GlobeNewswire. Expect to pay between £300 to £1,000 per release for distribution to top-tier UK media.
For maximum visibility, you’ll want to distribute on both national and regional wires. National services like PR Newswire UK and Business Wire UK target major publications like The Guardian, BBC, and The Telegraph. Regional services, such as SWNS, focus on local media in cities and counties across the UK. Combining national and regional distribution will likely cost £500 to £1,500 per release.
Your budget and goals will determine the best approach. If you simply want to build brand awareness, a single national distribution for £500-£700 may suffice. For lead generation or sales, saturating both national and regional media with multiple releases over several months at £1,000-£1,500 each is more likely to drive traffic and conversions.
The good news is press release in UK distribution can be very cost-effective. While the upfront cost may seem high, a well-crafted release can reach tens or even hundreds of thousands of readers. When done right, the return on investment in the form of brand exposure, referral traffic, and new customers can be huge.
Factors That Influence the Cost of Press Release Distribution
So you want to get the word out about your new product or service, but press release distribution can cost a pretty penny if you’re not careful. The price will depend on several factors, including:
The number of media outlets you target. The more publications, journalists, and influencers you reach out to, the higher the cost. For a few key industry publications, you may only pay a couple hundred bucks. National distribution across thousands of media contacts could run $1,000-$3,000 or more.
The type of distribution. Basic email distribution is typically the most affordable. Wire distribution, which sends your release through major newswires like PR Newswire or Business Wire, provides wider reach but at a higher cost. Social media distribution, media monitoring, and reporting also add to the total price.
Add-on services. Things like customizing your release for different audiences, distributing multimedia assets, translation into other languages, and follow-up phone calls to journalists will impact the overall cost.
Your location. Press release distribution within the UK, targeting UK-based media, is often more affordable than international distribution. Reaching media in the US, Europe or globally can significantly increase costs.
The experience of the distribution service. Established companies with a proven track record of success in maximizing media pick-up and placements typically charge higher fees than newcomers. But you may get what you pay for.
At the end of the day, you need to weigh the potential benefits of wide press release distribution with your budget and goals. For many small businesses, a targeted campaign focused on key UK media may give you the biggest bang for your buck. But for major product launches or news, wider distribution could pay off in a big way.
Basic Press Release Distribution Services: The Most Affordable Option
Basic press release distribution services are the most affordable option if you’re on a tight budget. These services will get your release out to major media outlets, but typically offer little else.
Wire Services
Wire services like PR Newswire, Business Wire, and PRWeb are large press release distribution networks. For a few hundred dollars, they will distribute your release to thousands of media contacts, post it on their website, and some offer social sharing and SEO benefits. The downside is you have little control or targeting over who receives your release.
Industry-Specific Sites
Some sites like PRLog, 24-7 Press Release, and PR.com specialize in distributing to industry-specific media lists. They may charge slightly more, around $300 to $500, but can better target your audience. Check which industry lists they offer to ensure a good match.
Your Own Media List
If you’ve built up your own media contact list, you can simply distribute your release yourself for free. Email or mail it directly to journalists, bloggers, and influencers in your industry. Be sure to personalize each email with a quick note about why you think the recipient would be interested. This approach requires more work upfront but can be very effective, especially if you’ve established relationships.
- Pros: Low cost. Large volume distribution. Some SEO benefits.
- Cons: Little targeting or control. Low open and click-through rates.
For many small businesses and organizations, basic press release distribution services are a good place to start. They’re affordable, get your news in front of many media contacts, and may lead to some good publicity. However, for the best results, you’ll want to move on to more targeted distribution and building media relationships. With some time and effort, you can achieve good coverage without the high fees of a PR agency.
FAQ: Common Questions About Press Release Costs Answered
So you’ve decided to distribute a press release to generate media coverage and raise brand awareness. But how much will it actually cost? Here are some common questions about press release costs answered:
How much do press release distribution services charge?
Prices for press release distribution services typically range from $200 to $500 per release. The exact cost will depend on the package and add-on options you choose, as well as the number of media outlets targeted. Most services offer tiered packages at different price points based on factors like:
- Number of media contacts: More contacts mean wider distribution and higher cost.
- Add-on options: Things like social media distribution, reporting and analytics, and multimedia content hosting will increase the price.
- Frequency of use: Monthly or annual subscription plans that include multiple press release distributions are often more budget-friendly than paying for single releases.
Are there any free press release distribution services?
Some services like PRLog, PR.com, and PRWeb offer free press release distribution to a limited number of media contacts. However, free distribution typically results in lower visibility and pick-up. For the best results, you’ll need to use a paid service.
What factors determine the cost of a press release?
Several factors influence how much you’ll pay to distribute a press release:
- Target media: Reaching national media, industry trade publications, and top-tier outlets will cost more than targeting local media only.
- Multimedia: Adding images, videos, infographics or other multimedia content to your release may incur additional fees.
- Reporting and analytics: Getting detailed reports on who opened your email, clicked links, and published your release will cost extra.
- Rush fees: Same-day or next-business-day distribution typically costs more than standard turnaround times.
- Revisions: Making changes to a press release after initial submission and review may result in small revision fees.
Are press releases worth the cost?
For many brands, the benefits of press release distribution far outweigh the costs. A well-crafted release can generate valuable media coverage, raise brand visibility, drive website traffic, and boost search engine rankings. While costs vary, a few hundred dollars to gain exposure to thousands of media contacts and potential new customers is a worthwhile investment for most businesses.
Finally
So there you have it, a quick overview of how much you can expect to pay for press release distribution in the UK. As with most things, you get what you pay for. If you’re on a tight budget, you can still get decent results from some of the more affordable options. But if you really want to maximize your reach and get in front of top journalists and media, be prepared to invest in one of the premium distribution services. At the end of the day, the money you put into a solid PR campaign can pay off big time in increased brand awareness, more traffic, and new customers. Think of it as an investment in your business and not just another expense. Now get out there and spread the word about your company! The press and your future customers are waiting to hear from you.