Dear Fulton Freelances:
How long does it take to write and send a press release? Signed, Curious Client
Dear Curious Client:
It recently took me thousands or is it millions of sand crystals to do what you have asked. (Actually about 4.5 hours to research, write, edit and email one press release with individual notes to seven news sources. That said, I didn't spend have to devote much time to hunting down background info on the client. I was already familiar with what they did from previous research.
Not including this previous client knowledge, I'd say 3-6 hours at my hourly rate is a good gauge for the cost of similar projects. Follow-up phone calls to reporters and additional mailings takes more sand crystals.
Obtaining press coverage is timing, creating angles, sending the media what they are looking for and creating relationships for starters. This takes time, a commitment to a PR program, trust between the client and the PR writer and/or firm.
In other words, view an individual day-to-day sort of press release as a building block with your media partners, not as an email that will send your profits soaring this week.
There is luck and relationship building (between PR person and media) involved. Each and every small business should view this as a long-term function within their marketing program. Also, Curious Client, why not tap those creative sources within your organization who can think up ways to get PR for you.
Is there a Cause Marketing Program he or she can create? Like Sweaters For Seniors, your for profit business could partner with a nonprofit for mutual benefit. What about sending a human interest video to local tv station to consider for their noontime shows? What current events stories could you add information to? Which reporters are writing about subjects similar to ones you'd like to pitch?
Finally, I'd just like to add that it helps to find a writer you trust who cares about helping your business succeed. When you find that person, your job of running a successful PR program is half-done.
